Will YouTube replace TV? Study Reveals the Potential of Competition

Are Internet services like YouTube replacing established media such as television? Toanswer this question, the author develops an integrated approach based on existingtheories of different disciplines, and empirically examines whether television andYouTube are in a complementary or a competitive relationship. The model introducedin this volume combines approaches from communication studies, diffusion research,economics and evolutionary biology. It is applied on YouTube and television in anempirical study which was conducted as an online survey with more than 2,000 participants.The survey provides important insights into YouTube and television consumptionand into the motives for and costs of YouTube and television use, with particularfocus on „digital natives".