Digital Interactions and Audience Dynamics Analyzing YouTube's Role in Indonesian Performance Arts

This study draws on the framework of mediatization to analyze how YouTube, as a digital entity, facilitates and transforms audience relations and participation in performances. It employs a literature review to explore the intricate dynamics of audience interaction and performative presence on YouTube within the Indonesian context. The findings from engagement metrics powerfully suggest interaction that exceeds traditional audience participation, signaling a shift towards more immersive and interactive consumption of performance arts. The results underline a shift in audience roles from passive receivers to active participants empowered by the mediatization process with YouTube. This transformation strongly impacts cultural production as more artists cater to content that reaches their digital audience. Digital platforms, including YouTube, can reshape cultural norms and performance practices, especially within the panorama of global and local cultural dynamics. © 2024 Chulalongkorn University, Faculty of Fine and Applied Arts. All rights reserved.