Beomgeun Seo, Hanjun Lee, Journal of Internet Computing and Services, Vol. 24, No. 6, pp. 49-55, Dec. 2023
10.7472/jksii.2023.24.6.49, Full Text:
Keywords: Machine Learning, YouTube, Mukbang, Popularity Prediction, Predictive model

Abstract

In this study, models for predicting the popularity of mukbang content on YouTube were proposed, and factors influencing the popularity of mukbang content were identified through post-analysis. To accomplish this, information on 22,223 pieces of content was collected from top mukbang channels in terms of subscribers using APIs and Pretty Scale. Machine learning algorithms such as Random Forest, XGBoost, and LGBM were used to build models for predicting views and likes. The results of SHAP analysis showed that subscriber count had the most significant impact on view prediction models, while the attractiveness of a creator emerged as the most important variable in the likes prediction model. This confirmed that the precursor factors for content views and likes reactions differ. This study holds academic significance in analyzing a large amount of online content and conducting empirical analysis. It also has practical significance as it informs mukbang creators about viewer content consumption trends and provides guidance for producing high-quality, marketable content.

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