**4. Findings**

Based on the three research questions that guided the data collection for this study, the findings indicate that filmmakers in Botswana continue to face challenges in monetizing their film content on YouTube, and were aware of YouTube's algorithmic bias, emphasized the importance of creative freedom and representation, and recognized the potential for market expansion, cost-effective distribution, and a global outreach through YouTube. These findings suggest that utilizing YouTube as a platform for film distribution and monetization has the potential to holistically benefit the film industry in Botswana. However, participants also highlighted the urgent need for YouTube to address algorithmic bias and geo-restrictions in order to provide equal opportunities for content creators and enable monetization for Botswana-based channels. Furthermore, participants emphasized the importance of government support and regulation to facilitate the growth of the film industry in Botswana and ensure that local content creators can fully utilize YouTube as a platform to showcase their work on a global stage. Thus, the participants' responses to all the research questions and their themes are presented in the next section.

Research question 1 investigated how Botswana filmmakers perceive YouTube's algorithmic bias on their film content monetization. A majority of the participants indicated that they perceive YouTube's algorithmic bias as a significant challenge to monetizing their film content. They believe that the algorithm favors content that

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

generates high engagement, such as clickbait or comedic videos, which may not align with the serious or niche content they create. These biases limit their visibility and monetization potential on the platform. As a result, the thematic analysis of participants' responses to RQ1 yielded the following specific themes:

#### **4.1 Limited visibility and exposure**

Botswana filmmakers perceive that YouTube's algorithmic bias negatively affects the visibility and exposure of their film content. They believe that the algorithm favors certain types of content or creators, making it difficult for their films to reach a wider audience and gain traction. This limited visibility hinders their ability to attract more viewers and potential monetization opportunities. Some of the participants noted the following:

*Participant 1: "I think the little knowledge I have about Botswana not being monetized on YouTube or not one of the states that are able to monetize their YouTube content is because of the population as we are around 2.3 million in Botswana."*

*Participant 2: "I believe they have an issue on monetization bias in that sense…I dedicate my time. All my hours go into this. We have bills to pay. I started this YouTube channel so that I can boost my market and be able to penetrate other distribution channels globally and make money from the views, but I am limited to do that."*

#### **4.2 Decreased monetization opportunities**

Participants expressed concerns that YouTube's algorithmic bias hinders their ability to monetize their film content effectively. They believe that the algorithm's preference for certain content or creators limits the opportunities for ads, sponsorships, and other monetization methods, resulting in lower revenue potential. This decreased monetization potential can impact their ability to sustain their filmmaking careers and invest in future projects. One participant stated the following: "*If I'm going to dedicate my time to studying something and actually producing it, especially for those that come with smaller budgets to adopt cost-effective distribution opportunities that are currently available on YouTube, which we cannot deny as a fact…the creative control as well is something that comes with using YouTube because now you are at the mercy of the distributor telling you what they want. Btv [Botswana television] on your case, saying that we do not want kissing scenes, and that means, your creative thought has been tampered with. Otherwise, they do not buy your product. Then, you end up asking yourself: How can I monetize my content to generate money in the midst of such issues? YouTube could be the only answer in this regard, but there are also problems there. Some would even suggest that using social media is bad, you know? Are the governments saying no to social media because we do not understand social media? You know, that's just basically the same issue as for those who are attempting to ban TikTok because of the data politics."*

#### **4.3 Need for algorithmic understanding**

Filmmakers recognize the importance of understanding YouTube's algorithm in order to optimize their content for better visibility and monetization. They acknowledge that they need to learn how to create content that aligns with the

algorithm's preferences and trends to increase their chances of success. This understanding is crucial for them to navigate the platform and maximize their monetization potential. Below is a participants' response regarding the understanding of YouTube algorithms:

*"I think these are some of the things that I've picked on YouTube about its algorithmic bias. It leaves out almost everything else, but every time I open YouTube, they'll show me things that they already know I'm going to watch. So, this makes it somehow a content recommendation biased."*
