CREATIVE EXPRESSION IN THE DIGITAL SPHERE: THE IMPACT OF YOUTUBE FILM REVIEWS ON FILM AUDIENCES

Abstract

This study presents an analysis of the impact of YouTube film reviews on Malaysian film audiences. The objective of this study is to explore whether personal taste and decision-making to watch films are influenced by film reviews on YouTube among Malaysian viewers. A qualitative methodology was employed through a series of interviews with 10 informants, all of whom are regular viewers of film reviews on YouTube and TikTok. The data obtained were analyzed to uncover various perspectives regarding the influence of YouTube film reviews on the Malaysian audience. All data were transcribed and analyzed verbatim. The findings suggest that YouTube film reviews significantly influence film viewership among Malaysians, particularly by shaping personal taste and guiding audience decision-making. This study underscores the growing importance of digital platforms as spaces for critical discourse and cultural engagement and contributes to a deeper understanding of how online media literacy intersects with film consumption in Malaysia. The insights provided offer a foundation for future interdisciplinary research on the relationship between digital media, audience behavior, and media sustainability.