International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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A Study on Veracity of Raw Data based on Value Creation -Focused on YouTube Monetization

  • Received : 2021.04.11
  • Accepted : 2021.04.16
  • Published : 2021.05.31
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Abstract

The five elements of big data are said to be Volume, Variety, Velocity, Veracity, and Value. Among them, data lacking the Veracity of the data or fake data not only makes an error in decision making, but also hinders the creation of value. This study analyzed YouTube's revenue structure to focus the effect of data integrity on data valuation among these five factors. YouTube is one of the OTT service platforms, and due to COVID-19 in 2020, YouTube creators have emerged as a new profession. Among the revenue-generating models provided by YouTube, the process of generating advertising revenue based on click-based playback was analyzed. And, analyzed the process of subtracting the profits generated from invalid activities that not the clicks due to viewers' pure interests, then paying the final revenue. The invalid activity in YouTube's revenue structure is Raw Data, not pure viewing activity of viewers, and it was confirmed a direct impact on revenue generation. Through the analysis of this process, the new Data Value Chain was proposed.

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