**5. Discussion**

The goal of this study was to explore the potential of utilizing YouTube as a platform for film distribution and monetization in Botswana. The findings highlight the importance of YouTube as a platform for filmmakers in Botswana to showcase their talent and monetize their content. The participants provide significant insights into the challenges they face, the opportunities they see, and

## *Unlocking Monetization Potential in the Age of YouTube Algorithmic Bias: An Analysis… DOI: http://dx.doi.org/10.5772/intechopen.113306*

their suggestions for addressing the limitations posed by YouTube algorithms, bias, and geo-restrictions. One of the key themes that emerged from the interviews is the importance of creative freedom, where participants expressed the need to be able to tell their stories authentically and without compromising their artistic vision. They underscored the limitations they face in traditional media, such as television, where there are often restrictions on content and storytelling approaches. YouTube, on the other hand, offers a platform where filmmakers can have more creative control and explore a wider range of topics and styles. This creative freedom is seen as crucial for filmmakers to fully express themselves as storytellers. Monetization is another significant deficit echoed by the study participants. They emphasized the challenges they encountered in monetizing their content on YouTube. In addition to the challenges mentioned, the regional IP restrictions emerged as a hindrance that prevents Botswana filmmakers from accessing YouTube's monetization features, thanks to the geographical location they operate from. This limitation further impedes their ability to generate income from their content and limits their potential for growth as filmmakers. Moreover, participants decried the algorithmic bias on YouTube, which tends to prioritize videos with high engagement metrics such as likes, comments, and watch time. This bias can make it difficult for emerging filmmakers to gain visibility and monetize their content, as they may not have a large following or high engagement initially. In essence, YouTube offers other monetization features such as channel memberships, merchandise shelf, and Super Chat. Channel memberships allow viewers to pay a monthly fee to access exclusive content and perks from the filmmaker's channel, which may greatly benefit Botswana's film industry in the future. The merchandise shelf feature enables filmmakers to promote and sell their branded merchandise directly on their YouTube channel, while Super Chat allows viewers to pay to have their messages highlighted during live streams, providing an additional revenue stream for filmmakers [62, 63]. Indeed, YouTube's algorithm rewards engaging and popular content with higher visibility and recommended placement. This means that if a filmmaker's content receives a high number of likes, comments, and watch time, it is more likely to be recommended to a wider audience, increasing the potential for monetization [63]. This could be a missed chance for those who come from geographical locations that still cannot monetize their content on YouTube, like Botswana, and this presents significant implications for certain aspects of the Critical Theory where ideology, power, the political economy, and domination of digital platforms are critiqued.

Despite these challenges, participants acknowledged the potential of YouTube as a platform for film distribution and monetization. They emphasized its global reach and the ability to attract audiences from around the world. By leveraging YouTube, filmmakers in Botswana can showcase their work to a wider audience and potentially attract international interest and opportunities. Participants also highlighted the importance of audience engagement on YouTube, as it provides a means for filmmakers to receive direct feedback and engage with their audience. YouTube's comment section and analytics tools allow filmmakers to track their audience's response, gather feedback, and make improvements to their content. This direct interaction with viewers can be invaluable for filmmakers in understanding their audience's preferences, refining their storytelling techniques, and building a loyal fan base. In addition, participants discussed the potential for monetization on YouTube. They pointed out the various monetization opportunities available on the

platform, such as ad revenue, brand partnerships, and merchandise sales. YouTube's monetization features can provide filmmakers with a source of income and financial sustainability, allowing them to continue creating content and pursuing their passion. Participants also mentioned the potential for product placement and sponsorships, where companies can invest in a filmmaker's YouTube channel based on the number of views and exposure their products can receive.

Along with their perceived financial benefits, participants underscored the costeffectiveness of distributing films on YouTube compared to traditional distribution methods. They mention the high costs and challenges associated with traditional film distribution, particularly for independent filmmakers with smaller budgets. YouTube provides a more accessible and affordable distribution outlet, allowing filmmakers to reach a wider audience without the need for expensive marketing campaigns or physical distribution channels. Participants also highlighted the potential for growth and expansion of the Botswana film industry through YouTube. They noted that the local market in Botswana is limited, with only one national television station and limited advertising tenders. By utilizing YouTube, filmmakers can tap into a global audience and attract international attention. The ability to showcase their work to a larger audience can open doors for collaborations, funding opportunities, and exposure to different markets.
