Cultural values and Cross-cultural Video consumption on YouTube

Minsu Park, Jaram Park, Young Min Baek, Michael Macy

Research output: Contribution to journalArticlepeer-review


Video-sharing social media like YouTube provide access to diverse cultural products from all over the world, making it possible to test theories that the Web facilitates global cultural convergence. Drawing on a daily listing of YouTube's most popular videos across 58 countries, we investigate the consumption of popular videos in countries that differ in cultural values, language, gross domestic product, and Internet penetration rate. Although online social media facilitate global access to cultural products, we find this technological capability does not result in universal cultural convergence. Instead, consumption of popular videos in culturally different countries appears to be constrained by cultural values. Cross-cultural convergence is more advanced in cosmopolitan countries with cultural values that favor individualism and power inequality.

Original languageEnglish (US)
Article number0177865
JournalPloS one
Issue number5
StatePublished - May 2017

ASJC Scopus subject areas

  • General Biochemistry, Genetics and Molecular Biology
  • General Agricultural and Biological Sciences
  • General


Dive into the research topics of 'Cultural values and Cross-cultural Video consumption on YouTube'. Together they form a unique fingerprint.

Cite this