**3. Methods**

This study utilized a qualitative research design to capture the lived experiences, motivations, and challenges in utilizing YouTube as a platform for film distribution and monetization. The researcher employed purposive sampling to select filmmakers with varying levels of experience, qualifications, and success in the industry to ensure diverse responses. With the aim to yield comprehensive responses on the subject, the researcher used semi-structured interviews and focus group discussions with 12 selected participants (seven males and five females) to gather rich and detailed data (see **Table 1**). The interviews were conducted either in person, through WhatsApp calls, or through video conferencing platforms, based on the participants' availability and preferences. Prior consent was obtained from the participants to audio-record the interviews, ensuring accurate data capture, and the participants were assured of their anonymity by the researcher.

To maintain consistency and structure during the interviews, an interview guide was developed, which consisted of open-ended questions that explored participants' experiences, strategies, challenges, and perceptions related to monetizing their


**Table 1.** *Participants' demographics.*

film content on YouTube. Before the actual interviews took place, the guide was pilot-tested with a focus group of five filmmakers to ensure clarity and relevance. The audio-recorded interviews were transcribed verbatim to facilitate data analysis. Later, thematic analysis was used to identify patterns, themes, and categories within the data, which was later coded and interpreted to generate meaningful findings, as presented in the next section.
