Implementasi Strategi Collaborative Content Antara RCTI Layar Drama Dan RCTI Official Dalam Optimalisasi Distribusi Konten Digital Program Terikat Janji di Platform YouTube
DOI:
https://doi.org/10.31980/dzxn0e68Keywords:
audience reach, collaborative content, digital content distribution, digital television, YouTubeAbstract
Abstrak
Perkembangan media digital mendorong industri penyiaran televisi untuk mengadopsi berbagai strategi distribusi konten guna menjangkau audiens yang lebih luas pada platform digital. Salah satu strategi yang digunakan adalah fitur collaborative content pada YouTube. Penelitian ini bertujuan untuk menganalisis efektivitas fitur collaborative content dalam mengoptimalkan distribusi konten digital televisi melalui studi kasus program Terikat Janji pada kanal RCTI Layar Drama Indonesia dan RCTI Official. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif. Data penelitian berupa data sekunder yang diperoleh dari YouTube Studio, meliputi views, impressions, click through rate (CTR), watch time, dan average view duration. Objek penelitian terdiri atas 10 video yang dikelompokkan ke dalam lima grup, dengan perbandingan antara video collaborative content dan non-collaborative content selama periode pengamatan tujuh hari. Hasil penelitian menunjukkan bahwa collaborative content unggul pada indikator views (4:1), impressions (3:2), watch time (4:1), dan average view duration (3:2), sedangkan non-collaborative content unggul pada indikator CTR (3:2). Temuan ini menunjukkan bahwa fitur collaborative content efektif dalam mendukung optimalisasi distribusi konten digital televisi melalui peningkatan jangkauan distribusi, eksposur konten, dan konsumsi tayangan. Penelitian ini berimplikasi pada pemanfaatan collaborative content sebagai strategi distribusi digital yang relevan bagi industri penyiaran televisi di era media digital.
Kata Kunci: audiens; distribusi konten digital; kolaborasi konten; televisi digital; YouTube.
Abstract
The development of digital media has encouraged the television broadcasting industry to adopt various content distribution strategies to reach wider audiences on digital platforms. One of the strategies utilized is YouTube's collaborative content feature. This study aims to analyze the effectiveness of the collaborative content feature in optimizing television digital content distribution through a case study of the Terikat Janji program on the RCTI Layar Drama Indonesia and RCTI Official channels. The research employed a quantitative method with a descriptive approach. Secondary data were collected from YouTube Studio, including views, impressions, click-through rate (CTR), watch time, and average view duration. The research object consisted of 10 videos grouped into five categories, comparing collaborative content and non-collaborative content over a seven-day observation period. The results indicate that collaborative content outperformed non-collaborative content in views (4:1), impressions (3:2), watch time (4:1), and average view duration (3:2), while non-collaborative content showed better performance in CTR (3:2). These findings suggest that the collaborative content feature is effective in optimizing television digital content distribution by increasing distribution reach, content exposure, and audience consumption. This study implies that collaborative content can serve as a relevant digital distribution strategy for the television broadcasting industry in the digital media era.
Keyword: audience reach; collaborative content; digital content distribution; digital television; YouTube.
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