Mi YouTube es Su YouTube? Analyzing the Cultures using YouTube Thumbnails of Popular Videos

Abstract: YouTube, a world-famous video sharing website, maintains a list of the top trending videos on the platform. Due to its huge amount of users, it enables researchers to understand people's preference by analyzing the trending videos. Trending videos vary from country to country. By analyzing such differences and changes, we can tell how users' preferences differ over locations. Previous work focuses on analyzing such culture preferences from videos' metadata, while the culture information hidden within the visual content has not been discovered. In this study, we explore culture preferences among countries using the thumbnails of YouTube trending videos. We first process the thumbnail images of the videos using object detectors. The collected object information is then used for various statistical analysis. In particular, we examine the data from three perspectives: geographical locations, video genres and users' reactions. Experimental results indicate that the users from similar cultures shares interests in watching similar videos on YouTube. Our study demonstrates that discovering the culture preference through the thumbnails can be an effective mechanism for video social media analysis.