Cultural values and Cross-cultural Video consumption on YouTube

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

Research output: Contribution to journalArticlepeer-review

22 Citations (Scopus)


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
Article number0177865
JournalPloS one
Issue number5
Publication statusPublished - 2017 May

Bibliographical note

Publisher Copyright:
© 2017 Park et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

All Science Journal Classification (ASJC) codes

  • Biochemistry, Genetics and Molecular Biology(all)
  • Agricultural and Biological Sciences(all)
  • General


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