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espanolEsta investigacion exploratoria se centra en la aportacion de datos empiricos sobre la interaccion en YouTube, aportando una formula util para la medicion de la tasa de participacion, aplicable mediante los datos publicos de la red social. El objetivo es contribuir con una serie inicial de datos empiricos y los planteamientos generales que impulsen futuras investigaciones relacionadas con YouTube y la interaccion del usuario. La aplicacion de la formula es una oportunidad para realizar estudios comparativos de interaccion en YouTube, siempre y cuando se tengan en cuenta las cifras de interactividad —aplauso y conversacion— y de impacto, datos que la red social de YouTube permite recoger a cualquier usuario. Los resultados, aplicando la formula propuesta sobre los principales youtubers espanoles, confirman el aumento de la interaccion en el usuario espanol de YouTube. De forma exploratoria, se observa un mayor compromiso en los videos subidos en 2019 frente a videos mas antiguos (2009), esto corrobora que la interactividad real del internauta espanol ya no tiene una baja implicacion con el contenido, como concluyeron Gallardo-Camacho y Jorge-Alonso en 2010 y, que, tal y como vaticinaron, sus conclusiones han sufrido cambios en el tiempo. EnglishThis exploratory research focuses on providing empirical data on the interaction on YouTube, providing a useful formula to measure the engagement rate, applicable through public data from the social network. The aim is to contribute an initial series of empirical data and general approaches that will drive future research in accordance with YouTube and user interaction. The application of the formula is an opportunity to carry out comparative studies of engagement on YouTube, as long as figures of interactivity - applause and conversion – and impact are gathered, data that the YouTube social network affords any user to collect. The results, derived from applying the proposed formula on the main Spanish youtubers, confirm the increase in interaction in the Spanish YouTube user. In an exploratory way, a high engagement ratio is observed in videos uploaded in 2019 compared with that obtained with older videos (2009). This confirms that the real interactivity of the Spanish Internet user no longer has a low involvement with the content, as concluded by Gallardo-Camacho and Jorge-Alonso in 2010 and, as they predicted, their conclusions have changed over time.

Fórmula para medir el engagement del espectador en YouTube: investigación exploratoria sobre los principales youtubers españoles