Journal of Broadcasting & Electronic Media/June 2009 Social Interaction and Co-Viewing With YouTube: Blending Mass Communication Reception and Social Connection Paul Haridakis and Gary Hanson This study examined whether motives and individual differences (social activ- ity, interpersonal interaction, locus of control, sensation-seeking, innovative- ness and YouTube affinity) predicted viewing videos on YouTube and sharing videos with others. Consistent with uses and gratifications assumptions, mo- tives and individual differences differentially predicted viewing and sharing behaviors. Participants viewed videos for information seeking, and viewed and shared videos for entertainment, co-viewing and social interaction. Results suggest that while people watch videos on YouTube for some of the same reasons identified in studies of television viewing, there is a distinctly social aspect to YouTube use that reflects its social networking characteristics. YouTube is one of the new forms of social network-oriented online communica- tion that have emerged in the past few years. It exemplifies a social environment in which everyone has the potential to be both a consumer and purveyor of content (Holtz, 2006), and illustrates the speed with which social networking innovations can achieve widespread penetration and utility. YouTube was created in 2005, and 15 months later the site was delivering 100 million videos per day, accounting for 60% of all videos watched online in 2006 (‘‘YouTube serves up 100 million videos a day online,’’ 2006). The most popular clips are viewed by millions of users, providing a new form of appointment television—one that is built around the calendars of individual users and not rigid network program schedules. The audience is now an integral part of the media distribution chain. Since YouTube resides on the Internet, it can take advantage of the Web’s social- networking capabilities. Viewers can share opinions about the content through Paul Haridakis (Ph.D, Kent State University) is Associate Professor in the School of Communication Studies at Kent State University. His research interests include media uses and effects; new communication technologies; media law, policy and regulation; freedom of expression; and media history. Gary Hanson (M.A., Kent State University) is Associate Professor in the School of Journalism & Mass Communication at Kent State University. His research interests include the impact of newer media on traditional media practices, new communication technologies, journalism ethics, and issues of journalistic accuracy. This article was submitted and accepted under the editorship of Donald G. Godfrey. © 2009 Broadcast Education Association Journal of Broadcasting & Electronic Media 53(2), 2009, pp. 317–335 DOI: 10.1080/08838150902908270 ISSN: 0883-8151 print/1550-6878 online 317