02. Manuscript (2)

DON HONORIO VENTURA STATE UNIVERSITY
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Chapter I
The Problem and its Background
Introduction
Before the invention of the Internet, producing and disseminating content
was always a costly and challenging undertaking. The Internet makes things
significantly simpler, quicker, and less expensive (Blank, 2013). However, the
internet's network bandwidth increased dramatically in the early 2000s.
Improved media compression methods, along with increasingly potent personal
computer systems, had made media streaming feasible. When data is sent across
a computer network in a constant, continuous stream that permits playback to
continue while new data is being received, the technique is known as streaming
(Fecheyr-Lippens, 2010).
Platforms that allow individuals to stream video content over the internet
are often referred to as user-generated live streaming systems (Pires & Simon,
2015). The triumph of digital content platforms like YouTube is predicated on
the ingenuity of independent content creators and the adeptness of content
distribution mechanisms (Qian & Jain, 2024).
In recent years, live video streaming has become a global business and
social phenomenon. Numerous streaming services, like Twitch and YouTube
Live, have been established and have experienced remarkable global expansion.
However, not enough attention has been given by studies to comprehending the
large engagement behavior displayed by viewers of live video streaming (Hu et
al., 2017).
COLLEGE OF COMPUTING STUDIES

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In this study, researchers aim to develop a system that interprets a dataset
comprising comments from YouTube Video on Demand (VOD) and utilizes
sentiment analysis techniques to assess the value or sentiment conveyed within
these comments.
Sentiment analysis is a developing area at the interface of computer
science and linguistics that aims to automatically identify the sentiment
expressed in text. Positive or negative judgment conveyed through language is
known as sentiment. Sentiment analysis research gathers data from text's
linguistic structure, the context of words used in the text, and both positive and
negative phrases (Taboada, 2016).
Understanding the sentiments of viewers is paramount for streamers and
content creators. Viewer sentiment can profoundly impact the success of a live
stream, influencing factors such as viewer retention, engagement levels, and
overall audience satisfaction. Positive sentiments foster a supportive and
engaging atmosphere, encouraging continued participation and attracting new
viewers. Conversely, negative sentiments can lead to dissatisfaction,
disengagement, and potential backlash from the audience.
By conducting sentiment analysis on viewer comments, streamers can
gain valuable insights into audience preferences, reactions, and interests. This
information enables streamers to tailor their content to better align with viewer
expectations, ultimately leading to increased viewer satisfaction and loyalty.
Additionally, understanding viewer sentiments empowers streamers to

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effectively manage and respond to feedback, thereby fostering a positive and
interactive community around their content.
Statement of the Problem
The challenge faced by digital content creators, such as YouTube
streamers, revolves around handling the large volume of comments their videos
attract. It's impractical for them to manually sift through hundreds or thousands
of comments. While likes and dislikes offer some insight into viewer feedback,
comments provide a more detailed perspective (Shoufan, 2019). User comments
on YouTube are typically available in an unorganized manner, making analysis
challenging (Bhuiyan et al., 2017). Furthermore, because comments are growing
so quickly, it is difficult to manually assess them (Sainath Pichad et al., 2023).
The study specifically seeks to address the following questions:
1. What are the requirements to produce a web system that utilize sentiment
analysis?
2. How does a pre-trained model function within a web system?
3. How can sentiment analysis help digital content creators?
4. Is the use of sentiment analysis helpful in the area of digital contents?

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Objectives of the Study
The main objective of the study, titled "Viewer Sentiment Analysis in Live
Stream VODs: Insights from YouTube Comments," is to create a web browser
system, that utilizes sentiment analysis. Specifically, this study aims to:
1. Utilize preprocessing techniques and sentiment analysis using the best-
performing model among a comparison of three models.
2. Develop a module for interpreting YouTube VOD comments.
2.1 Positive comment analysis
2.2 Neutral comment analysis
2.3 Negative comment analysis
3. Develop a module for summarizing all labeled comments.
4. Generate insights for digital content creators to analyze their audience's
preferences.
Significance of the Study
Sentiment analysis emerges as a vital tool for analyzing audience
engagement and emotional responses in live streaming, particularly through the
interpretation of YouTube comments. This methodology offers streamers,
viewers, and researchers’ valuable insights into viewer preferences and

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emotional reactions. Such findings can be instrumental in tailoring content to
enhance viewer engagement, retention, and satisfaction, thereby strengthening
reputation management.
Streamers: Streamers would benefit greatly from this study by gaining
access to a powerful tool for analyzing audience engagement and emotional
responses. This insight allows them to tailor their content more effectively to
enhance viewer engagement, retention, and satisfaction. By understanding their
audience’s preferences and reactions, streamers can improve their content
strategies, thereby managing their reputation more efficiently.
Viewers: Viewers stand to gain from the enhanced content quality that
results from streamers using sentiment analysis. As streamers become more
attuned to their audience's preferences and emotional responses, they can create
content that better aligns with what viewers enjoy and find engaging.
Future Researchers: Researchers in the field of sentiment analysis and
social media can expand their understanding of the dynamics within online
communities. By analyzing YouTube comments from live streams, they can
develop more sophisticated models and tools for sentiment analysis, contributing
to the academic and practical advancements in this area of study.

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Definition of Terms
Digital Content. Content in digital format that can be accessed,
consumed, and distributed electronically. This includes text, images, videos,
audio, and multimedia content that is created and shared across digital platforms.
Digital Content Creators. Individuals or entities that produce original
digital content for online distribution and consumption. Digital content creators
may include writers, photographers, videographers, graphic designers, and other
creative professionals who produce content for websites, social media, streaming
platforms, and other digital channels.
Livestream Content. Video content that is broadcasted in real-time over
the internet, allowing viewers to watch events as they happen. Livestreams often
include live commentary, interaction with viewers, and real-time engagement
features.
Live Streaming. The process of broadcasting live video or audio content
over the internet in real-time. Live streaming allows content creators to engage
with their audience in real-time, enabling live interaction, commentary, and
feedback.
Reputation Management. The practice of monitoring and shaping how a
brand is perceived by its audience, with the goal of maintaining a positive
reputation. Reputation management involves proactive strategies to address and
mitigate negative perceptions while enhancing positive perceptions of the brand.

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Sentiment Analysis. The process of computationally identifying and
categorizing opinions expressed in a piece of text as positive, negative, or neutral.
Sentiment Trends: Patterns or changes observed in the emotional tone or
sentiment expressed by viewers over a period of time. Analyzing sentiment trends
can reveal shifts in audience attitudes, preferences, and reactions to content.
Streamer. Someone who broadcasts live video content over the internet,
engaging with their audience in real-time through platforms like Twitch,
YouTube, or Facebook Gaming. They cover diverse activities such as gaming, art
creation, cooking, or discussions, building communities of followers who interact
with their content and contribute to the streamer's online presence.
Video on Demand (VOD). Videos that viewers can access at any time,
rather than at a scheduled broadcast time. VOD allows users to watch videos
whenever they choose, providing flexibility in viewing content.
Viewer. A viewer is an individual who watches or observes something,
particularly a form of media such as television, videos, or live performances.
Viewer Engagement. The level of interaction and participation from
viewers, which can include actions such as liking, commenting, sharing, and
subscribing. Higher levels of engagement indicate a stronger connection between
the audience and the content.

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YouTube. An American video-sharing platform owned by Google,
YouTube is accessible globally. It was launched on February 14, 2005, by former
PayPal employees Steve Chen, Chad Hurley, and Jawed Karim.
Scope and Limitation
The study focuses on using a pre-trained model to analyze YouTube VOD
comments through lexicon-based sentiment analysis and data collection via the
YouTube API, aiming to develop a system for categorizing comments into
positive, neutral, and negative sentiments.
The system is designed to work only with YouTube videos, and the
findings may not be applicable to other platforms. Data is gathered only from
publicly available YouTube VOD comments; comments from private and
membership VODs are not included. Additionally, the sentiment analysis
algorithm is limited to text data and may struggle to interpret sarcasm, slang,
tone of voice, and non-verbal cues in YouTube comments.

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Conceptual Framework
Figure 1: Independent and Dependent Variables

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Figure 2: Input Process Output

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Chapter II
Review of Related Literature
Sentiment Analysis
A study conducted by (Devika, Sunitha, & Ganesh, 2016), titled
"Sentiment Analysis: A Comparative Study on Different Approaches," the
researchers investigated various methods of sentiment analysis. They compared
different approaches, including machine learning, rule-based, and lexicon-based
methods, to discern their effectiveness in analyzing sentiment from textual data.
The study aimed to provide insights into the strengths and limitations of each
approach, offering valuable guidance for future sentiment analysis research.
Conducted by (Medhat, Hassan, & Korashy, 2023), titled "Sentiment
analysis algorithms and applications: A survey," the researchers explored
different sentiment analysis methods. They discussed machine learning and
lexicon-based techniques, along with related fields like emotion detection. The
study emphasized the importance of these methods for understanding opinions
in text and highlighted the need for further research in sentiment analysis.
Al-Sabbagh (2020) found that emojis are important for understanding
people's sentiments in online comments. They suggest that considering both text
and emojis is crucial, especially for Arabic comments. The study also notes that
emojis vary between platforms, so it's essential to analyze them separately.
Overall, the study highlights the potential of emojis for sentiment analysis and
suggests further investigation into analyzing politeness levels.

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Sentiment Analysis on YouTube
Social media platforms play an important role in business, entertainment,
marketing, education, media, and communications. YouTube's distinctive
behavior has made it the most popular medium for sharing videos in society.
YouTube allows anyone to create an account in any category and upload videos
to be viewed by millions of other people. This has been a trend in the
entertainment sector, allowing video assets hosted online to reach a larger
audience and acquire popularity. Many YouTube channel owners are taking
various tactics to make their videos popular. Evaluate user comments, determine
requirements, and provide recommendations for YouTubers to increase video
popularity (Gajanayake & Sandanayake, 2021).
YouTube comments have an impact on users' perceptions of video
content, which influences their decision to subscribe to such channels (Danda &
Talarczyk, 2021).
Singh and Tiwari (2021) have used sentiment analysis to explore the
growth of textual information, which has been facilitated by the increase in
textual information, creating new opportunities for research in machine learning
(ML) and natural language processing (NLP). In a similar case, they analyzed
YouTube comments, employing six ML algorithms to identify trends and
sentiments in user feedback, which can provide valuable insights into public
mood and real-world events.

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Another study conducted by Mulholland et al. (2017) investigated the use
of technology to analyze emotions in YouTube comments. They developed a
system called 360-MAM-Select, which included tools for understanding
sentiments (360-MAM-Affect) and adding game-like features (360-Gamify).
Using this system, they examined comments on popular YouTube channels and
found that Sadness, Surprise, and Joy were the most common emotions
expressed.
(Bhuiyan et al., 2017) introduced a Natural Language Processing (NLP)-
based method for retrieving relevant and popular YouTube videos by analyzing
sentiment in user comments. Their approach involves four key steps: collecting
and preprocessing comments, generating datasets, measuring sentiment using
SentiStrength, and rating videos based on standard deviation values. Their
experiments, conducted on 1000 YouTube videos spanning various categories,
yielded promising accuracy, particularly excelling in science and technology
videos with an accuracy of 75.435%. This approach aims to improve the
effectiveness of YouTube video retrieval by considering the sentiment expressed
in user comments.
Another study, conducted by Mukhopadhyay et al. (2022), highlights the
value of sentiment analysis in improving interaction between creators and their
audience on YouTube. Sentiment analysis serves as a tool to help YouTubers
understand viewer feedback from comments. By employing a lexicon-based
approach, it categorizes comments as positive, negative, or neutral, offering
valuable insights to creators regarding audience sentiment. Despite its promise,

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challenges such as handling ambiguous words and improving accuracy persist.
Nonetheless, the research underscores the significance of sentiment analysis in
enhancing interaction between creators and their audience on YouTube.
In this study by Yang (2020), the analysis of health-related vlog comments
on YouTube revealed a prevalent positive, narrative, and externally focused
language style. Moreover, emotionally charged favorable comments were
strongly associated with increased purchase intent. Interestingly, consumers
tended to prioritize the product over the endorsers when it came to health-related
items.
Sentiment Analysis on Twitch.tv
In a study by Kobs et al. (2020), they found that sentiment analysis helps
streamers understand viewer feedback during live stream events. Comments
during a stream reflect the audience's emotions, allowing streamers to adjust
their behavior or presentation accordingly. The study introduced various
sentiment analysis methods to automatically assess comments in active streams,
helping streamers gauge whether an event is positively or negatively perceived.
Despite challenges with Twitch's unique language, the study showed that these
methods effectively capture viewer preferences.
In a different study conducted by (Yildiz, 2022), the researcher chose
Twitch.tv as the platform. In this study, researchers scraped livestream chats and
clips for data. Since the data was unlabeled, they had to find a solution. They
had two people label each message as Positive, Neutral, or Negative. They used

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a method called semi-supervised learning, which is quicker and easier to
evaluate than other methods. They compared two models: convolutional neural
network (CNN) and lexicon-based models. Surprisingly, the lexicon-based
model performed better than the CNN model.
In a recent study on sentiment analysis of Twitch.tv livestream messages,
machine learning methods were employed to analyze viewer interactions in real-
time (Chouhan et al., 2021). The study utilized a range of models, including
Support Vector Classifier, Logistic Regression, Decision Tree Classifier,
Random Forest Classifier, and Multinomial Naïve Bayes. The Support Vector
Classifier emerged as the top performer in discerning sentiment from livestream
chat messages. This research sheds light on the effectiveness of machine
learning in understanding viewer sentiment during livestreaming sessions on
Twitch.tv.
Sentiment Analysis on Other Platforms
Another study where researchers examined the marketing strategies of
PewDiePie, Markiplier, and Kwebbelkop on Facebook pages (Poecze, Ebster, &
Strauss, 2019). These YouTuber gamers were selected based on their common
traits and high popularity. The study employed judgment sampling followed by
criterion sampling to retrieve comments for sentiment analysis. Utilizing
Netvizz (version 1.45), researchers extracted posts from each YouTuber's page,
categorized them, and analyzed Facebook metrics and sentiment. Supervised
and unsupervised learning methods were used for sentiment classification,
considering the unique language used in the gaming community. The study's

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findings were divided into Facebook metric analysis, sentiment analysis, and a
comparison of metrics and sentiment analyses.
In a study by (Melville, Gryc, & Lawrence, 2009), researchers looked at
sentiments expressed in blogs, which are important for understanding user
feedback and preferences. The study classified sentiments into positive and
negative categories, using lexical classification when labeled data was scarce.
They introduced the Pooling Multinomials classifier, blending background
knowledge with training examples for better sentiment classification. The
researchers tested their approach on various types of blogs, finding Linear
Pooling to be the most accurate method. This simplified approach helps in
understanding and categorizing sentiments expressed in blogs for better
decision-making.
In this study titled 'Sentiment Analysis of Cyberbullying on Instagram
User Comments' by M. Z. Naf’an et al. (2019), sentiment analysis of
cyberbullying within Instagram user comments was explored. The study focuses
on discussions related to the 2017 Jakarta Governor Election and examines how
social media enables individuals to freely express opinions, both positive and
negative. It highlights the significant impacts of social media, including the
dissemination of information and changes in online transactions. Additionally,
the research involves sentiment analysis of public opinions on the 2014
Indonesian presidential and vice-presidential candidates through Twitter,
reflecting the internet's transformative influence on conventional transaction
processes.

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In their study, Birjali, Kasri, and Beni-Hssane (2021) explored sentiment
analysis in healthcare, focusing on Twitter data. They discussed its application
in areas like rehabilitation, disease prevention, diagnosis and treatment, and
promoting good health. Using Twitter data logs and the MooM dataset, they
categorized tweets based on trending topics and described their alignment and
sorting process. Additionally, they discussed a recommendation system based on
user requirements and Twitter data analysis. Overall, their study provided
insights into sentiment analysis in healthcare, highlighting its challenges and
trends.
Sentiment Analysis in Gaming
Thompson et al. (2017) explore sentiment analysis in gaming, focusing on
StarCraft 2 chat. They use SO-CAL for sentiment and toxicity detection, finding
it effective. Their study emphasizes the need for tailored dictionaries in gaming
sentiment analysis. They highlight sentiment analysis' growing importance in
gaming research, especially for understanding the social context of learning.
They also note the overlap between sentiment classification and toxicity
detection tasks.
Guzsvinecz & Szűcs (2023) studied player reviews on Steam to help game
developers understand emotional reactions to top game genres. Using natural
language processing, they analyzed nearly 36 million reviews. They found
negative reviews are longer and written sooner than positive ones. Each genre
shows different emotional patterns, with action and adventure games receiving

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mixed reviews and role-playing and strategy games getting mostly positive
feedback.
The study highlights the importance of understanding player emotions,
which are influenced by game design and mechanics. By analyzing reviews,
developers can gain valuable insights into player experiences, helping to
improve games and boost player engagement.
Strååt & Verhagen (2017) found that user review sentiments on Metacritic
align closely with their ratings. They analyzed reviews for Dragon Age and
Mass Effect games, focusing on aspects like combat, story, and character.
Negative reviews mentioned these aspects more, indicating user dissatisfaction.
The study highlights the value of user-generated content for understanding
player feedback and improving games.
Sentiment Analysis in Business
Taboada (2016) provides an overview of sentiment analysis from a
linguistic perspective, highlighting the state of the art in automatically extracting
sentiment and opinion. The Stanford Deep Learning for Sentiment Analysis
model is noted for its success. Challenges in sentiment analysis include the
unreliability of individual words and phrases, particularly due to phenomena like
downtoning and nonveridicality. Identifying negative sentiment is difficult
because negative evaluations are often expressed in positive terms. One
application of sentiment analysis is correlating market sentiments with stock
prices.

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Sasikala and Sheela (2020) introduced new ways to understand customer
sentiments in online product reviews. They used a method called sentiment
analysis to figure out how people felt about products. Then, they used another
technique called IANFIS to predict if a product would be in high or low demand
in the future. Based on this prediction, they made sure that the best reviews of
products were shown first to customers. This helps customers find great
products more easily. The researchers aimed to make online shopping simpler
and more enjoyable for everyone.
In the book "Advances in Business Information Systems and Analytics
Book Series" by Vyas and Uma (2019), Chapter 2 discusses how to understand
feelings in product reviews. It explains that sentiment analysis helps figure out if
a review is positive, negative, or neutral. This helps businesses see what they're
doing well and what needs improvement in their products. Sentiment analysis
also helps marketing teams target their ads better. The chapter explains how
sentiment analysis works and mentions that it usually uses supervised learning
techniques. Overall, the chapter aims to make sentiment analysis easier to
understand for everyone.
In the study of sentiment analysis, Mukherjee (2020) explores its critical
role in contemporary business landscapes, particularly in gauging customer
sentiments towards products or services offered by companies. The study
underscores the significance of discerning whether customers hold positive or
negative views, as it can profoundly influence strategic decisions. However,
Mukherjee highlights the challenges inherent in accurately extracting sentiment

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from text, across different languages, due to ambiguities and nuances like
sarcasm, which pose considerable obstacles for computational analysis.
Hartmann et al. (2023) studied how accurately sentiment analysis methods
can gauge people's feelings. They found that using machine learning was better
than other methods. Looking at whole documents, not just sentences, improved
accuracy by 7%. Using more data helped traditional methods. They found that
advanced methods, like transfer learning, worked best, especially for analyzing
product reviews.
Synthesis
After reviewing the current literature, it has been found that employing
machine-learning algorithms or natural language processing to attain user feedback
can provide valuable insights to a streamer, allowing them to adjust based on the
viewer's reviews to improve on games and boost engagement. However, ambiguous
words and nuances such as sarcasm may pose as a barrier for computational
analysis. The study done by Kobs et al. (2020), established various methods in
order for streamers to check if a video is seen in a positive or negative light. In
comparison, the researchers utilize a web browser system for sentiment analysis by
comparing three models to determine which is more accurate in depicting users’
sentiment.
System Technical Background

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The technical background of the "Behind the Screens" Sentiment Analysis
system includes an overview of its development plan and the requirements
necessary to prevent technical issues, ensuring optimal performance.
C.J. Hutto and Eric Gilbert launched Valence Aware Dictionary and
Sentiment Reasoner (VADER) in June 2014. VADER is a sentiment analysis
tool based on language and rules that is specifically built for social media
sentiment. VADER uses a combination of sentiment lexicons, which are
collections of lexical features (e.g., words) that are frequently classified as
positive or negative depending on their semantic orientation. VADER not only
calculates the Positivity and Negativity scores, but it also determines whether a
sentiment is favorable or negative.
In the late 2010s, transformer-based models revolutionized the field of
Natural Language Processing (NLP). Among these, Bidirectional Encoder
Representations from Transformers (BERT), developed by Google researchers
in 2018, stood out as a significant advancement. BERT's impressive
performance quickly set a new standard for NLP tasks such as language
comprehension, question answering, and named entity recognition.
Following BERT's introduction, Facebook AI researchers developed
RoBERTa (Robustly Optimized BERT Approach), a variation that improved
upon BERT by modifying hyperparameters and the pretraining scheme.
RoBERTa's transformer-based architecture processes input sequences and

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constructs contextualized representations using self-attention mechanisms,
making it highly effective for sentiment analysis tasks.
"Behind the Screens" utilizes Microsoft Visual Studio's integrated
development environment (IDE) for its development. Visual Studio supports
various open-source software development platforms, including Jupyter
Notebook and Python 3.11.7 (virtual environment), alongside RoBERTa. This
setup enables the generation of both native and managed code.
The sentiment analysis for "Behind the Screens" is built using these
technologies to process and analyze viewer comments. The system employs
RoBERTa to understand and categorize sentiments accurately, facilitating
deeper insights into audience reactions.

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Chapter III
Methodology of the Study
Research Methodology
The researchers used sentiment analysis to analyze live stream video-on-
demand (VOD) comments on YouTube and interpret or summarize them based on
the overall sentiment. In this study, the researchers would like to emphasize that
live stream VOD is different from other YouTube videos as VODs are recorded
during a live stream and viewers can interact with the streamer real-time. Also,
VOD serves as the archived recording of the stream. While, YouTube videos are
recorded and edited beforehand. Comments under the VOD were extracted and
not the YouTube live chat during the stream.
On YouTube, viewers can leave a comment under a video unless the
comment section is disabled, and with comments, a viewer can see the opinions of
others. YouTubers, specifically in this study, the streamers also check the
comments under their videos to see the reactions, opinions, or insights of their
viewers. Sometimes, there are too many comments to read and it is a hassle to do
it one by one. The researchers will develop a website that will get the overall
sentiment of the comments under a YouTube video and give the summary of the
intent.

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Research Design
Quantitative and descriptive research designs were used by the researchers
to conduct the study. Quantitative research takes numerical data and measurement
into account and supposes that circumstances in the study can be measured
(Watson, 2015). Descriptive research generates both qualitative and quantitative
data that describe the current state of a phenomenon (Koh & Owen, 2000).
Quantitative research is applied for sentiment analysis as it involves
measurement scales or sentimental categories (positive, negative, and neutral)
defined into numerical scores or labels. To know the best performing Natural
Language Processing (NLP) pre-trained model for analyzing the sentiment of
each comment, the researchers compared three (3) language models for sentiment
analysis: Valence Aware Dictionary and sEntiment Reasoner (VADER),
Bidirectional Encoders Representations from Transformers (BERT), and Robustly
Optimized BERT Approach (RoBERTa). VADER model, developed by Gilbert &
Hutto (2014), is used for general sentiment analysis, particularly for social media
texts or comments found online (Wu et al., 2024). Researchers from Google
designed BERT model to improve the fine-tuning approaches and get the context
of unlabeled texts by pre-training deep bidirectional representations (Devlin et al.,
2019). RoBERTa is an extension of BERT model and proposed by Facebook AI
researchers which is fine-tuned for sentiment analysis with TweetEval benchmark
(Barbieri et al., 2020). Descriptive research comes into play when labeling or
summarizing the numerical scores from analyzing sentiments of the comments
into negative, positive, or neutral categories.

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Data Collection
In the study, purposive sampling was used to choose three (3) YouTube
streamers: Lilypichu, Valkyrae, and Sykkuno. These streamers share common
characteristics by being variety streamers, playing the same games, and mainly
streaming on YouTube under a contract. They are also part of the same circle
called OfflineTV and Friends, and were nominated for or won an award on The
Streamer Awards. Before YouTube, they used to stream on another streaming
platform, Twitch.
Criterion sampling, a purposive sampling method, was done to allow
comparisons between the sampled streamers. The same number of VODs (n=200)
with the same sampling time scale end point were chosen. Lilypichu’s latest VOD
in the playlist was streamed on April 28, 2024, while Valkyrae and Sykkuno’s
latest livestreams in the playlists were on April 29, 2024. All comments under the
sampled VODs were retrieved for the purpose of sentiment analysis.
The researchers created three (3) YouTube playlists and named them
according to the sampled streamers, which consist of 200 VODs from each of the
streamers. Python program (version 3.11.7) was used to retrieve all the comments
under each VOD in a playlist. In this study, the YouTube Data API was also used
for the developer or API key to get the comments. Then, the output was saved as a
CSV file. Comments, along with their timestamps, username, video ID, and date,
were retrieved. A total of 31,054 comments were extracted from 600 livestream
VODs as shown in Table 1.

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Table 1: YouTube streamer sorted based on the number of extracted comments in
ascending order.
No. YouTube Number of Number of
Streamer VODs Comments
1 Lilypichu 200 3,663
2 Sykkuno 200 10,983
3 Valkyrae 200 16,408
TOTAL 600 31,054
Data Preprocessing
Preprocessing techniques were performed for cleaning and organizing the
comments retrieved for classification. Texts from the internet usually contains
noise such as HTML tags, scripts, special characters, etc. Natural Language
Toolkit (NLTK) was used for language processing, especially the VADER model.
Removal of numbers, conversion of emojis or emoticons to text, correction of
spellings were done to get the sentiment of each comment. These preprocessing
techniques were done for classifying each comment sentiment. For the overall
sentiment of all the comments, English stop words, punctuations, and special
characters were removed as these do not contribute to the overall sentiment
relating to each streamer and content of the study. Finally, the data were
converted to lowercase, stemmed, and tokenized.

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Sentiment Analysis Methodology
As what was mentioned, the datasets were analyzed by using three (3)
models to compare which model would perform best for the study. Capitalization
and punctuations were kept as they give more subtle understanding of the
emotions behind the comments. First, VADER model was used to classify the
datasets. Each comment extracted from the VODs was analyzed for its sentiment.
Next, BERT model classified the datasets. Unlike the two (2) models, the polarity
scores of this model are zero (0) to five (5): 0 being the most negative, 3 being
neutral, and 5 being the most positive. Lastly, the datasets were classified by
using RoBERTa model. The polarity score of each comment was done in a for-
loop, as well as the classification of the comments.
The rest of the preprocessing techniques were applied to the dataset. The
sentiment of the comments were counted to determine the emotions of the viewers
towards the streamer. The first five (5) most frequent words that appeared in the
comments per streamer based on sentiment were extracted. These words from the
streamers were also compared from one another. Word clouds were used to
visualize the sentiment of the viewers per streamer. Lastly, all the comments per
streamer will be interpreted or summarized based on the underlying sentiment.

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Software Development Methodology
Figure 3: Iterative Software Development Life Cycle
Iterative model will be used for developing the system. This software
development life cycle has elements from waterfall model in iterative form.
Initially, iterative model implements parts of the total system and adds
functionality in the next iterations (Alshamrani & Bahattab, 2015).
Iteration 1. Initial requirements were gathered through sentiment analysis.
The main functions of the system were designed. The main function should be
accepting any YouTube video URL and analyze the comment section’s overall
sentiment. No backend programming was added yet. The developers of the study
designed the initial user interface and the basic requirements of the system. The
system was not ready to accept any user input in this stage. The developers
implemented the system and reviewed if there were functions to be removed,

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added, or improved.
Iteration 2. The developers will be putting all the reviews, feedbacks,
suggestions into account. The frontend will be improved and the basic functions
of the system will be programmed. The user should be able to input YouTube
video URL and analyze for the overall sentiment. The results of the analysis
should be returned. The system will be tested, implemented, and reviewed for
changes. This stage will continue until the application achieves user-satisfaction.
Iteration 3. This stage will still include all the changes, improvements,
and feedbacks from previous iterations. In this stage, the system will undergo user
testing and be implemented. The system will be reviewed to check for further
improvements or errors. Then, the system will be deployed and be available for
the users to utilize. The web application should be maintained by the developers
to ensure that the system is perfectly working.

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Requirements Analysis and Documentation
This section is comprised of System Work Plan, USE-CASE Diagram,
Data Flow Diagram, Entity Relationship Diagram, Visual Table of Contents
Diagram, and Deployment Diagram.
Work Plan
Figure 4: Behind the Screens System Work Plan
The researchers collected data by extracting VOD comments from three
(3) YouTube streamers: Lilypichu, Valkyrae, and Sykkuno. Preprocessing
techniques were applied to the data collected. Then, the data were analyzed and
classified. All comments (data) will be interpreted or summarized. This is the
main feature for the web application. To develop a web application, Python Flask
will be used as a framework for backend, Tailwind CSS for frontend, and MySQL
for database.
Frontend. Tailwind CSS is a utility-first framework for designing the user

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interface for websites. The researchers will use this framework for designing the
frontend. Initially, the UI/UX designers of the study used Figma to design the
frontend.
Backend. The researchers will use Flask framework for developing the
web application, Behind the Screens. Flask is a micro web framework
programmed in Python that helps developers to ease common tasks in web
development (e.g. authentication, routing, sessions, templating, caching, etc.).
Database. MySQL is an open-source relational database management
system that is used for managing structured data. The web application will be
using this database management system as the user should be able to access their
past requests of analysis of comments from YouTube videos.

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USE – CASE Diagram
Figure 5: Behind the Screens’ USE-CASE Diagram
Viewers and Streamers (New and Registered) and admin are the actors in
this diagram. YouTubers who either streams or uploads edited videos, or viewers
are the users of the website. New users can register an account to start using the
web application. Once a user has an existing account, they can log in and utilize
the YouTube comments analyzer. They can request interpretations by entering a
URL of the desired YouTube video, and view interpretations of past requests. The
interpretation includes the overall sentiment of the comment section, five (5) most
frequently used words, and a word cloud. The user can also view how many
comments are negative, positive, or neutral with the sentiment counter. The admin

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(developers) of the web application can manage and view all the user accounts,
and user requests (the YouTube comments interpretations).
Data Flow Diagram
Figure 6: Data Flow Diagram

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External Entities
1. Users: YouTube URL is provided by the user and results are received.
2. Admin: The system is managed by the admin and is also able to view the
interpretations.
Processes
1. YouTube Comments Extraction: Extracts all the comments from the
YouTube video’s comment section.
2. Comment Sentiment Labeling: Each extracted and cleaned comments are
categorized (positive, negative, neutral).
3. Sentiment Counter: Counts the comments based on their sentiment
category.
4. Most Frequently Used Words: Identifies the five (5) most frequently used
words, how many times the words were used, and provide their
sentiments.
5. Comment Summarization: Summarizes all the comments for the overall
interpretation.
Data Stores
1. Extracted Comments: Where the comments extracted from YouTube URL
are stored.
2. Labeled Comments: Where the comments that were labeled are stored.
3. Sentiment Counts: Where the counted comments based on sentiment are
stored.

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4. Frequent Words: Where the frequently used words are stored.
5. Summarized Comments: Where the overall interpretations are stored.
6. Interpretations: Where the results of the analysis are stored.

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Entity Relationship Diagram
Figure 7: Entity Relationship Diagram for Database
The database has tables called: loginReq for login requirements that also
serves as an audit trail; admin and user that consists of basic user and admin

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information; Youtube URL for storing the video URL; comments where
comments extracted from the YouTube video are stored; labeledComments where
comments that were labeled using sentiment analysis are stored;
sentimentCounter where counted positive, negative, and neutral comments are
stored; FrequentWords where words from the comments that frequently appeared
were counted and labeled are stored; Lastly, summarizedComments where the
summary of all the comments from the YouTube video are stored.

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System Flowchart
This section contains the system flowchart of the web system “Behind the
Screens." It is divided into 3 parts: login and registration, admin, and user.
Figure 8: System Flowchart for login and registration

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Figure 9: System Flowchart for User

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Figure 10: System Flowchart for Admin

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Visual Table of Contents Diagram
Figure 11: Visual Table of Contents Diagram

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Deployment Diagram
Figure 12: Deployment Diagram

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Research Tools and Instruments
The researchers used sentiment analysis to determine the emotions of the
viewers by classifying each comment of the VODs per streamer. Sentiment
analysis was used to assess the overall sentiment of the viewers towards the
streamer.
Observation was also conducted to determine the correlation between
viewer comments and the content. The researchers watched ongoing live streams,
and live stream VODs on YouTube. The researchers observed the chat during live
streams, and analyzed the recorded chat during VODs to identify the behavior of
the viewers.
1. How frequent do viewers send their message during different parts of
the stream?
2. How do the viewers respond to the streamer's reactions during specific
parts of the stream?
3. How do emotional responses vary depending on the content being
streamed?
4. What are the tasks of the moderators in a streamer's chat?
5. How does the streamer interact with the chat and how often do they do
it?
The researchers interviewed both viewers and streamers to gather more
information for the development of the web application. Questionnaires were
given to those who were not able to attend the interview due to conflicts of

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schedules, especially the streamers. The researchers used open-ended questions to
allow the streamers and viewers more freedom to express their thoughts and
insights. The researchers designed different set of guide questions to ask the
streamers and viewers: one set for the streamers, and another for the viewers.
Guide questions for interviewing viewers:
1. Do you watch YouTube videos? If yes, how often?
2. What type of content do you usually watch? Can you give an example of a
creator you watch?
3. Do you read the comment section?
4. What do you think about the comments? Do they influence your opinion
on the video?
5. Do you sometimes leave a comment or have you ever thought of leaving a
comment?
6. If you do, what motivates you to leave a comment on a YouTube video?
7. What kind of comments do you usually leave on YouTube videos? Why?
8. What types of comments do you find most helpful when deciding whether
to watch a video?
9. Do you think it is important for a creator to read (and respond) to
comments? If yes, how so?
10. If you do leave a comment, what type/s of video content motivate you to
leave detailed comments rather than short ones?
11. If the content creator saw a comment of yours, what would you feel if they
liked and/or replied to you?

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12. Have you ever felt discouraged from commenting due to the nature of
other comments on a video? Why?
13. In what ways do you think viewer comments contribute to the success or
failure of a YouTube video?
Guide questions for interviewing streamers:
1. How long have you been streaming?
2. What made you or inspired you to start streaming?
3. What type of content do you usually stream?
4. What do you usually feel when you read the chat? How does it affect you?
5. Do you make playful banters with your chat?
6. What do you feel when you receive positive messages?
7. Have you ever encountered a negative message or comment? If so, how do
you handle it?
8. Have you ever felt discouraged to continue what you do because of a
comment?
9. Have you ever timed out or banned a viewer based on their chat? If so, can
you give an example of what they said?
10. Do you think leaving a chat (on a livestream) or a comment (if it's a pre-
recorded video uploaded, let's say on YouTube) is important or makes a
difference in your content creation? Why or why not?

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Implementation Plan
Project Manager
The project manager is responsible for managing the overall project. He or
she manages, organizes, and plans for the researchers. He or she is also
responsible for distributing tasks, conducting meetings, and communicating with
the thesis adviser and other personnel involved with the study.
Frontend Developer
They are responsible for designing and developing the user interface of the
website.
Backend Developer
Backend developers are assigned to develop the processes and logic
behind the website, ensuring the website is working as intended.
Manuscript Writer
Writers are assigned to write and document the processes that took place
while conducting the study and developing the system.
Data Collector
They are responsible for collecting the data necessary for the study. In this
study, sentiment analysis usually involves text analysis. The data collector
collects about 30,000 comments for the study.

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Gantt Chart
Figure 13: Gantt Chart

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DON HONORIO VENTURA STATE UNIVERSITY

The Problem and its Background

Before the invention of the Internet, producing and disseminating content

internet's network bandwidth increased dramatically in the early 2000s.

Improved media compression methods, along with increasingly potent personal

a computer network in a constant, continuous stream that permits playback to

2015). The triumph of digital content platforms like YouTube is predicated on

the ingenuity of independent content creators and the adeptness of content

distribution mechanisms (Qian & Jain, 2024).

social phenomenon. Numerous streaming services, like Twitch and YouTube

large engagement behavior displayed by viewers of live video streaming (Hu et

COLLEGE OF COMPUTING STUDIES

comprising comments from YouTube Video on Demand (VOD) and utilizes

sentiment analysis techniques to assess the value or sentiment conveyed within

Sentiment analysis is a developing area at the interface of computer

science and linguistics that aims to automatically identify the sentiment

expressed in text. Positive or negative judgment conveyed through language is

known as sentiment. Sentiment analysis research gathers data from text's

negative phrases (Taboada, 2016).

Understanding the sentiments of viewers is paramount for streamers and

stream, influencing factors such as viewer retention, engagement levels, and

overall audience satisfaction. Positive sentiments foster a supportive and

engaging atmosphere, encouraging continued participation and attracting new

viewers. Conversely, negative sentiments can lead to dissatisfaction,

disengagement, and potential backlash from the audience.

By conducting sentiment analysis on viewer comments, streamers can

expectations, ultimately leading to increased viewer satisfaction and loyalty.

Additionally, understanding viewer sentiments empowers streamers to

COLLEGE OF COMPUTING STUDIES

interactive community around their content.

Statement of the Problem

The challenge faced by digital content creators, such as YouTube

comments provide a more detailed perspective (Shoufan, 2019). User comments

on YouTube are typically available in an unorganized manner, making analysis

challenging (Bhuiyan et al., 2017). Furthermore, because comments are growing

so quickly, it is difficult to manually assess them (Sainath Pichad et al., 2023).

The study specifically seeks to address the following questions:

2. How does a pre-trained model function within a web system?

3. How can sentiment analysis help digital content creators?

4. Is the use of sentiment analysis helpful in the area of digital contents?

COLLEGE OF COMPUTING STUDIES

Stream VODs: Insights from YouTube Comments," is to create a web browser

1. Utilize preprocessing techniques and sentiment analysis using the best-

performing model among a comparison of three models.

2. Develop a module for interpreting YouTube VOD comments.

2.1 Positive comment analysis

2.2 Neutral comment analysis

2.3 Negative comment analysis

3. Develop a module for summarizing all labeled comments.

4. Generate insights for digital content creators to analyze their audience's

Significance of the Study

Sentiment analysis emerges as a vital tool for analyzing audience

engagement and emotional responses in live streaming, particularly through the

interpretation of YouTube comments. This methodology offers streamers,

viewers, and researchers’ valuable insights into viewer preferences and

COLLEGE OF COMPUTING STUDIES

enhance viewer engagement, retention, and satisfaction, thereby strengthening

Streamers: Streamers would benefit greatly from this study by gaining

access to a powerful tool for analyzing audience engagement and emotional