In "YouTube's Popular Culture" by Burgess and Green, the authors point out that changes in YouTube algorithms prevent them from offering a straightforward analysis of trends in usage. However, they make historical comparisons in general terms, pointing out, for instance, how brand sponsorship of YouTube influencers has fueled the increase of videos about beauty products.
Haridakis and Hanson's "Social Interaction and Co-Viewing With YouTube: Blending Mass Communication Reception and Social Connection" compares television viewing patterns with those on YouTube. The authors argue that the social element of YouTube differentiates it from television, and creates distinct patterns which help researchers to identify viral qualities in a YouTube video.
Patricia G. Lange's "Publicly Private and Privately Public: Social Networking on YouTube" overlaps with Haridakis and Hanson in its analysis of the ways in which people use YouTube as a social media platform for sharing videos. Lange uses the habits of young people in sharing YouTube content as the basis for an ethnographic study of social interaction, arguing that there are subtle differences in the levels of privacy displayed.
Finally, in "I reverse-engineered Buzzfeed's most viral posts and the truth is shocking!" Abhishek Madhavan looks at the way Buzzfeed functions as an "early-warning system" to announce that a post is going viral, and at how it participates in that process. He argues that while Buzzfeed plays an important role in manufacturing virality through its platform, it employs various tricks to avoid driving traffic to the source website, sometimes disguising sources altogether. Madhavan's article diverges significantly from the others, as it is not an academic piece and is not concerned with YouTube. However, it does resemble Haridakis and Hanson's article in examining the necessary conditions for a meme to go viral.