YouTube Beauty vlogs is a growing area on the YouTube platform. There are over one billion users who use this platform to watch videos about beauty products and tutorials, and they generate billions of views (YouTube, 2017). This quantitative study employs the uses and gratification theory to understand the needs of people who watch YouTube beauty vlogs on a regular basis and the gratifications they seek. A survey of 426 participants found that YouTube users seek for mostly entertainment and habit gratifications when they interact with the beauty vlogs. The audience’s age was found to be a factor in gratifications sought. This was because younger people seemed to have more time to create the habit of watching YouTube beauty vlogs and being entertained by them.

Library of Congress Subject Headings

Internet videos--Public opinion; Beauty, Personal--Interactive multimedia--Public opinion; YouTube (Electronic resource)--Public opinion; Motivation (Psychology)

Publication Date


Document Type


Student Type


Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)


Ammina Kothari

Advisor/Committee Member

Jonathan Schroeder

Advisor/Committee Member

Grant Cos


RIT – Main Campus

Plan Codes