Visual Attributes of Thumbnails in Predicting YouTube Brand Channel Views in the Marketing Digitalization Era

Digitalization has shaped the relationships among companies, consumers, and social participants with advancements of digital technology. As a result, companies are increasingly adopting integrating YouTube system for content dissemination engagement their customers stakeholders. This study proposes prediction model that analyzes 16 278 image datasets collected from 137 brand channels’ videos over 100 000 views, generated before September 26, 2022. Using dataset, we analyze factors affecting number views channels construct view model. finds characteristics thumbnail image, offline top characteristics, channel size (number subscribers videos) significantly influence YouTube’s online views. The results this provide strategy brands to communicate more actively stakeholders through system.