OPTIMIZING LIVESTREAMING COMMUNICATION IN CONTEMPORARY JOURNALISM: EMPIRICAL EVIDENCE FROM VTV24’S YOUTUBE CHANNEL IN VIETNAM

Nguyen Thi Kieu Oanh, Tran Hoang Kha, Pham Khanh Duy, Le Thi Dan Thanh

Abstract


This study examines the role of livestreaming in contemporary journalism through a case study of the VTV24 YouTube channel. Adopting a mixed-methods approach - including content analysis, statistical classification, and Likert-scale surveys - the research analyzes VTV24’s broadcasting activities from January 2018 to September 2025 alongside data from over 100 diverse news consumers. Findings reveal that livestreaming has evolved into a high-immediacy news format that delivers information more intuitively, aligning with digital consumption shifts among younger audiences. The study concludes that livestreaming is instrumental in enhancing information virality and driving journalistic innovation. Consequently, it recommends that media organizations prioritize content quality, thematic diversity, and two-way interactivity to foster sustainable audience engagement in the digital era.

Keywords


communication effectiveness, livestream, Vietnam journalism, VTV24, YouTube

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References


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DOI: http://dx.doi.org/10.46827/ejsss.v12i3.2229

Copyright (c) 2026 Nguyen Thi Kieu Oanh, Tran Hoang Kha, Pham Khanh Duy, Le Thi Dan Thanh

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