YouTube has now shifted the way in which people consume video content since it offers better efficiency and effectiveness to reach target audiences. People do not need to wait until their preferred content is on air on a particular schedule. The content creators have more freedom to produce and publish their organic video contents without permission from television regulators. In 2021, there were approximately 7,000 YouTube channels with more than 100,000 subscribers and approximately 650 channels with more than one million subscribers in Thailand. These numbers indicated the increasing popularity of watching video contents via YouTube rather than via television. According to YouTube’s guideline, there are 10 fundamentals i.e., shareable content, collaboration, discoverable topics, accessibility, consistency, targeting, sustainability, converse with viewers, interactive content, and authenticity (Google, 2015). Collaboration is among those ten fundamentals and has been popularly applied in creating content on YouTube. Exchanging appearances between YouTube channels helps gaining followers because this strategy introduces and exchanges followers between channels. Para-social relationship could be applied to help understanding this phenomenon (Niu et al., 2021a; Niu et al., 2021b; Rubin and McHugh, 1987). The co-appearance of more than one youtubers also increases YouTube channels popularity (Koch et. Al., 2018). During the pandemic, there were collaborations between 10 channels in Thailand, which each channel has different number of followers. They created a new channel, which produce different contents then their own original channels. This study aimed to exploring the exchanging appearance amount youtubers between their new collaborative channel and their own original channels. The observation was conducted to measure the impact of collaboration.
Hankunaseth, Sukritta and Nadee, Winai, "An analysis of YouTuber’s collaboration towards audience engagement" (2022). ICEB 2022 Proceedings (Bangkok, Thailand). 4.