SUMMER TRAINING PROJECT

ON

“DELINEATING THE YOUTUBE STRATEGIES OF VEDANTU AND IT’S IMPACT

ON GEN Z AUDIENCE ENGAGEMENT”

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF

THE DEGREE OF BACHELORS IN BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF:

Ms. Sunakshi Mahajan

Assistant Professor, RDIAS

SUBMITTED BY:

Tanya Lakhmani

Enrolment No.- 03380301721

BBA-V Semester

Evening B

Batch 2021-24

RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES

An ISO 9001:2015 Certified Institute

NAAC Accredited: A+ Grade (2nd Cycle), Category A+ Institution (by SFRC, Govt. of NCT
Delhi)

(Approved by AICTE, HRD Ministry, Govt. of India)

Affiliated to Guru Gobind Singh Indraprastha University, Delhi

2A & 2B, Madhuban Chowk, Outer Ring Road, Phase-1, Delhi-11008

1
 TABLE OF CONTENT

Particulars Page No.

3
Student Declaration

Certificate from Faculty Guide 4

Acknowledgement 5

Executive Summary 6-7

Chapter 1: Introduction 8-13

Chapter 2: Review of Literature 14-17

Chapter 3: Roles and Responsibility Performed 18-20

Chapter 4: Research Methodology 21-22

Chapter 5: Data Analysis 23-48

Chapter 6: Findings 49-52

Chapter 7: Conclusion 53-55

References 56

Annexures 57-65

2
 STUDENT DECLARATION

This is to certify that I have completed the project titled “DELINEATING THE YOUTUBE
STRATEGIES OF VEDANTU AND IT’S IMPACT ON GEN Z AUDIENCE
ENGAGEMENT” under the guidance of Ms. Sunakshi Mahajan in the partial fulfilment of
the requirement for the award of the degree of Bachelors in Business Administration from
Rukmini Devi Institute of Advanced Studies, New Delhi.

It is also certified that the project of mine is an original work and the same has not been
submitted earlier elsewhere.

Name of the Student: Tanya Lakhmani

Enrolment Number: 03380301721

Class & Section: BBA-V (Evening B)

3
 CERTIFICATE FROM FACULTY GUIDE

This is to certify that the project titled “DELINEATING THE YOUTUBE STRATEGIES OF
VEDANTU AND IT’S IMPACT ON GEN Z AUDIENCE ENGAGEMENT” is an academic
work done by Tanya Lakhmani submitted in the partial fulfilment of the requirement for the
award of the degree of Bachelors in Business Administration from Rukmini Devi Institute of
Advanced Studies, New Delhi, under my guidance and direction.

To the best of my knowledge and belief the data and information presented by her in the project
has not been submitted earlier elsewhere.

Name of the Faculty: Ms. Sunakshi Mahajan

Designation of the Faculty: Assistant Professor, RDIAS

4
 ACKNOWLEDGEMENT

I offer my sincere thankfulness and humble regards to Rukmini Devi Institute of Advanced
Studies, GGSIP University, New Delhi for imparting us very valuable professional training in
BBA.

I pay my sincere regards and gratitude to Ms.Sunakshi Mahajan, my Mentor for giving me the
cream of her knowledge. I am thankful to her as she has been a constant source of advice,
motivation and inspiration. I am also thankful to her for giving her suggestions and encouragement
throughout the project work.

I take this opportunity to express my gratitude and offer my thanksgiving to our computer Lab
staff and library staff for providing me the opportunity for utilizing their resources for the
completion of the project.

I am also thankful to my family and friends for constantly motivating me to complete the project
and providing me an environment which enhanced my knowledge.

Name of the Student: Tanya Lakhmani

Enrolment No.: 03380301721

Class & Section: BBA V Evening – B

5
 EXECUTIVE SUMMARY

In an era defined by the digital revolution and the proliferation of online education, this project
delves into the strategic intricacies of Vedantu, a leading EdTech platform, and its profound impact
on Generation Z audience engagement through YouTube. The study embarks on a comprehensive
analysis, shedding light on Vedantu's YouTube strategies, their effectiveness, and the implications
for the digitally-savvy Gen Z demographic.

Vedantu's prominent role in the EdTech industry sets the stage for understanding the dynamics of
this project. Founded in 2011, Vedantu has redefined traditional education, offering live,
interactive classes delivered by expert educators. The EdTech giant has built a strong user base by
embracing technology to provide personalized learning experiences, one-on-one tutoring, and an
extensive content library. This industry has witnessed remarkable growth, making it pivotal to
investigate Vedantu's strategies for engaging Generation Z.

Generation Z, born between the late 1990s and early 2000s, is known for its innate digital fluency
and preference for visual, interactive content. With a significant portion of Vedantu's audience
belonging to this demographic, exploring the strategies employed by Vedantu to engage
Generation Z becomes paramount.

The core of this project focuses on Vedantu's YouTube strategies. As a platform deeply entrenched
in the digital world, YouTube is a natural channel for Gen Z engagement. Vedantu's utilization of
YouTube as a tool for disseminating educational content, building brand identity, and interacting
with its audience will be thoroughly examined. This analysis will encompass content types,
frequency, engagement metrics, and alignment with Gen Z preferences.

6
In addition to delineating Vedantu's strategies, a SWOT analysis will be conducted to provide a
well-rounded perspective on the project's subject matter. This analysis will uncover Vedantu's
strengths and weaknesses in its YouTube approach, the opportunities it can seize, and the potential
threats it may encounter.

Furthermore, data will be collected directly from Gen Z individuals to better analyze Vedantu's
strategies and their impact on audience engagement. This primary data collection will enable a
more accurate and detailed assessment of the interaction between Gen Z and Vedantu's YouTube
strategies, offering valuable insights and recommendations for online education platforms and
educators aiming to effectively engage with this dynamic demographic shaping the future of
education in our increasingly digital world.

In conclusion, this project offers a comprehensive exploration of Vedantu's YouTube strategies

and their impact on engaging Generation Z, shedding light on the evolving landscape of digital
education. The findings and insights presented within this study aim to provide valuable
knowledge for EdTech professionals, educators, and anyone interested in effectively reaching and
engaging Generation Z through digital platforms like YouTube.

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 CHAPTER 1

INTRODUCTION

8
 INTRODUCTION

1.1 Overview of Vedantu:

In the rapidly evolving realm of education, Vedantu stands as a prominent player in

the sphere of online learning. The industry it operates within, EdTech, has undergone
a profound transformation in recent years. Vedantu has played a pivotal role in this
transformation by offering innovative and technologically-driven approaches to
education that transcend geographical boundaries. As an EdTech leader, Vedantu
provides a diverse array of courses, catering to the unique educational needs of
students across the globe. This sector has experienced exponential growth, making it
imperative to analyze in depth how Vedantu's strategies influence and impact
Generation Z, a demographic that forms a significant portion of its audience.

1.2 About Vedantu:

Established in 2011 by visionary entrepreneurs Vamsi Krishna, Anand Prakash, Pulkit

Jain, and Saurabh Saxena, Vedantu has emerged as a trailblazing entity in the field of
online education. The company has disrupted the traditional education model by
introducing a platform that offers live, interactive classes conducted by expert
educators. This innovative approach ensures highly personalized and engaging
learning experiences. Vedantu's business model encompasses a range of pioneering
features, including one-on-one tutoring, adaptive learning algorithms, and a vast
content library, making it a dominant force in the EdTech market. The platform's
unwavering commitment to leveraging technology for educational excellence has
garnered it a substantial and dedicated user base.

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1.3 Overview of the Topic:

In an era characterized by the ubiquitous presence of digital technology and a

relentless pursuit of knowledge, engaging Generation Z through online education
platforms like Vedantu has become a pressing concern. Generation Z, comprising
individuals born in the late 1990s and early 2000s, is known for its intrinsic digital
fluency, preference for visual and interactive content, and a natural inclination
towards technology-driven solutions. Given Vedantu's substantial influence on this
demographic, it is imperative to delve into the strategies that Vedantu employs and
understand how they impact the engagement of Generation Z. This study aims to
explore how Vedantu strategically utilizes YouTube, one of the most popular online
platforms among Generation Z, to expand its reach and influence.

This embarks on a compelling journey to unveil the intricate tapestry of YouTube

strategies utilized by EdTech companies, with a particular focus on their profound
impact on engaging the Generation Z audience. Through a comprehensive analysis of
these strategies, encompassing content creation, marketing techniques, and audience
interaction, we aim to decipher the tactics that have propelled EdTech companies into
the limelight. Furthermore, we endeavour to uncover the far-reaching consequences
of these strategies on how Generation Z engages with educational content, harnessing
the power of YouTube as a tool for both learning and entertainment. Join us as we
delve into the dynamic intersection of EdTech, YouTube, and Generation Z,
illuminating the transformative influence of digital technology on contemporary
education and content consumption.

1.4 SWOT Analysis

Conducting a comprehensive SWOT (Strengths, Weaknesses, Opportunities, Threats)

analysis is instrumental in evaluating Vedantu's YouTube strategies and their effects
on Generation Z audience engagement. This analysis serves as a valuable tool for
scrutinizing the internal and external factors that shape Vedantu's online presence.

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Strengths of Vedantu

 Expert Tutors: One of the biggest reasons for Vedantu having a strong customer base is
its expert tutors. The subject area expert is handpicked through a careful hiring process.
Their tutors are experts at the designated subjects and proficient at communicating their
knowledge to the students.
 Strong Base of Results: Their results are their unique selling point. They have a separate
toggle on their website which conducts the feedback from their previous students in written
and video format. More than 4 crore students are happy with their services.
 First Mover Advantage: Vedantu was the first institution to offer live online classes, a
live teaching platform, and the 2-teacher model in 2014 and is credited with designing the
category concept.
 Broader Curriculum: Today, Vedantu serves to teach courses to youth from 3 years old
to 18 years old, as well as grooming for competitive exams such as IIT-JEE, NEET,
Commerce, CBSE, ICSE, and state exams such as Maharashtra boards. It also offers
extracurricular classes like English Speaking, Reading, and Coding.
 Frequent Innovation: Starting with the K12 segment in 2011 on the internet reaching
towards launching mobile applications for all the segments. All is possible due to the fast
pace of the development of innovation and Vedantu adopting those facilities at its best.

Weaknesses of Vedantu

 Employee Retention: Sustaining qualified tutors may also be a problem, especially if their
proficiency is in a high-demand subject and competition for their services is fierce.
 Negative Reviews: There are always two sides to the coin. So, along with positive reviews,
there are also negative reviews by many students and parents who are not satisfied with the
service according to the fees charged.
 Cold Calling & Home Visits: Between 60 to 70 percent of Vedantu & Byju’s business
model is dependent upon cold calling and home visits to sell their courses. If the lead is not

11
 converted into sales then it increases the expenses of efforts and reduces the morale of their
employees to work.
 Parent’s Belief: In today’s era, still most parents believe, sending their children to
coaching centres and tutors is more beneficial as compared to online learning. This reduces
the probability of Vedantu capturing the market share.

Opportunities for Vedantu

 Increased Trend of Digital Learning: With the majority of people switching towards the
trend of online learning. It has increased the chances for Vedantu to increase its market
share.
 Tie-ups & Sponsorships: Tie-ups with knowledgeable programmes on television like
KBC & Shark Tank India has increased the brand awareness of Vedantu.
 Pandemic: The education sector has been adversely affected due to pandemics. It has
given a gigantic opportunity to Vedantu to grow its market as much as possible because
people are now more dependent on the online education system.
 Launching of Professional Courses: Currently Vedantu is only providing classes for
academic students and preparation for competitive exams like JEE and NEET. Further, it
can offer online coaching in technical and professional courses, extracurricular activities,
coding, etc.
 Expansion to Rural Areas: The majority of the rural areas are still not updated with the
current educational trend. Vedantu has an opportunity to tap those areas to broaden its
business.
 Collaboration with Schools: Vedantu can collaborate with schools to provide online
home tutoring. Many academic institutions may have failed in funding to provide
individual training to the students who need tutoring. This is where Vedantu can pinch their
online tutoring services to cover this gap.

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 Threats to Vedantu

 Student Boredom: Vedantu courses are subjected to more e-reading rather than e-learning
which makes students at Vedantu frequently get bored with online training. This
requirement of participation and inspiration is one of the main reasons online courses by
Vedantu have failed the expectation for some special cases of privilege.
 Hatred from Tutors: It is said that teachers who join Vedantu will completely lose their
professional and personal life balance. Basic employment ethics are not followed at
Vedantu which can lead to an increasing number of employees resigning from the job.
 Privacy of Data: As the Vedantu education system works online it can increase the
chances of threats from hackers and affect the privacy of data.
 Competitors: Vedantu competitors like Byju’s, unacademy, toppr etc are grabbing the
Indian education market very quickly. This is always a threat for Vedantu to sustain its
position in the market.
 Recession in Economy: As we said, there are always two sides to the coin. If pandemic
has worked as an opportunity for Vedantu then this is also the time of economic recession.
People are not willing to afford the expenses of online classes along with sending their
children to school.

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 CHAPTER 2

REVIEW OF LITERATURE

14
 REVIEW OF LITERATURE

(Siti Asiah1, 2023) This study sought to evaluate the effectiveness of YouTube live streaming as
a learning tool for students during the Covid-19 pandemic era. Using the descriptive qualitative
method, this study delved into the experience of 12 teachers (from Citra Nuansa Islamic Junior
High School Cileungsi Bogor) in using YouTube live streaming as a media of teaching and
learning. The data were obtained through interviews, observations, and documentation. The result
of the study revealed that the use of YouTube live streaming has benefitted the learning process in
four ways, namely increasing student learning motivation, increasing students' ability to use
technology, inviting students to a real learning process, and increasing teachers’ creativity.

(Chiang, 2023) The study aims to probe the roles of learning desire and persistence in influencing
Gen Z learners' continuance intention of using YouTube for learning in digital learning context.
Building upon prior research, a research framework with 10 hypotheses was proposed and
empirically tested by using Partial Least Squares Structure Equation Modelling (PLS-SEM) to
analyze the data collected from 361 Gen Z learners. The empirical study results reveal that learners'
perceived hedonic value has significantly positive effect on both learning desire and persistence.
(Andrzej Szymkowiak b, 2021)

(Ibrahim Abba Mohammed, 2023) The poor performance of students in environmental

education calls for different approaches towards teaching of the course of which the
incorporation of technology is one of them. Hence, this study investigated the effect of YouTube-
supported instructional strategy on academic achievement of environmental education students
in University of Abuja, Nigeria. The study adopted a one group pre-/post-test quasi-experimental
non-equivalent, non-randomized control group design.

(Abdulhadi Shoufan, 2022) YouTube has evolved to a global platform for formal and informal
education. In contrast to traditional sources of learning multimedia, YouTube is a social platform
with numerous characteristics that make its real value for education not obvious. We neither
know how reliable the learning content on YouTube is, what best-practice strategies for using
this platform in education are nor how watching YouTube affects students’ performance and
behaviour. To shed light on these questions, we conducted a scoping review of the literature on
YouTube and education.

15
(Miftahulfadlik Dabamona, 2022) This research shed light on how students’ use YouTube for
learning English and also try to explore their technology-based approach. This research
conducted at State Islamic Institute of Sorong which involved six participants from English
Education Program. The researcher used purposeful sampling to select the participants who
actively engaged learning with YouTube.

(Ahmed Sanoussi Himeda Al Jawad, 2021) This paper aims to investigate the significance of
using YouTube in the EFL classroom to enhance students' listening skills in Libyan universities. In
effect, YouTube is one of the important applications of information and communication
technologies nowadays, which plays an essential role in creating a comfortable educational
atmosphere that suits the learners' needs. To achieve the goal of this study, the authors relied
on a descriptive method focusing on the quantitative framework.

(Andrzej Szymkowiak b, 2021) Technological progress has influenced the way we acquire
knowledge and learn. On the other hand, the Internet provides fast access to information
technology in different fields and thus, improves efficiency and saves time. The importance of
online technology is especially emphasized in new methods for learning and education. This is
particularly important among Generation Z (“Gen Z″), which derives knowledge from the Internet
and is focused on a quick search of information. The aim of this paper is to determine how
technology and the Internet affect the acquisition of knowledge by Generation Z, and which forms
of knowledge acquisition this generation prefers. (Marcela Hernandez-de-Menendez, 2020)

(Shefaly Shorey, 2021) Sociologists and researchers have studied five generational trends
categorized as traditionalists, baby boomers, generation X, millennials and generation Z (Gen Z).
Students from each generation possess specific and unique characteristics due to the circumstances
they grew up in (e.g. economic, social and cultural conditions) and these characteristics affect their
perception of formal learning. For instance, the traditionalists (1925–1945), commonly known as
the “silent generation”, were raised during wartime hence they respect authority and prefer to work
in the background and favour instructor-driven lessons.

(Matthew Fyfield, 2020) YouTube hosts a vast catalogue of instructional videos that are
increasingly used in formal education contexts. Teachers regularly use YouTube to select videos
for students, but the processes they use to select these resources have been understudied. This
study explores how teachers search for videos, and the role of YouTube’s complex algorithm in

16
that process. It reports on a case study of nine Australian teachers working across two schools,
at various stages of their careers, from a variety of subject domains.

(Marcela Hernandez-de-Menendez, 2020) The development of the “knowledge society” implies

social transformation in which citizens need not only knowledge but also new skills and
competencies, some unpredictable, to face new situations. Students of Generation Z are authentic
digital natives who are a hyper cognitive generation with different student profiles than before.
They are creating pressures for change, and there is a growing competition of universities for
global human talent and demand for qualified graduates to do jobs that do not yet exist. Even the
very development of technology, which is available to many, has motivated world-class
universities to develop innovative programs and new ideas to accelerate and improve the teaching
and learning process for knowledge and competencies.

(Edache-Abah, 2019) This study was conducted to find out how the use of YouTube as an
educational tool can arouse the interest of secondary school students in the subject Biology. It
was concluded that despite the urge and need to blend traditional classroom teaching/learning
with some online YouTube contents to arouse students’ interest, students can still have high level
of interest when taught concepts in Biology using the conventional teaching method. It was
recommended that educators should blend their teaching of curriculum contents, using YouTube
to arouse students’ interest.

(Dusseau, 2019) This study was designed to explore how Generation Z learners experience
motivation in higher education and the strategies they employ to increase motivation. The
Generation Z learner is the newest population enrolled in higher education, and while they are
digital natives like their predecessors, the millennial generation, their use of technology and
interpretation of experiences has evolved. Because of their emergent status in higher education,
there is limited data on their educational experiences.

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 CHAPTER 3

ROLES AND RESPONSIBILITIES

PERFORMED

18
 ROLES AND RESPONSIBILITIES

In my role as a YouTube Channel Manager at Vedantu, overseeing a channel with over 2.9 million
subscribers, I held a multifaceted range of responsibilities and executed various tasks crucial to the
channel's success:

Content Strategy and Management:

 Strategizing and planning the content calendar to ensure a consistent flow of engaging and
educational material for the audience.
 Collaborating with educators and content creators to develop, curate, and optimize content
tailored to the channel's target audience.
 Implementing audience feedback and performance analytics to refine content strategies for
higher engagement and viewership.

Channel Optimization and SEO:

 Conducting in-depth keyword research and implementing SEO strategies to enhance the
visibility and discoverability of the channel's content.
 Optimizing video titles, descriptions, and tags to improve search ranking and attract a wider
audience.
 Analyzing YouTube analytics and leveraging data insights to make data-driven decisions
for content and channel growth.

Audience Engagement and Community Building:

 Interacting with the audience through comments, live sessions, and community posts to
foster engagement and build a sense of community.
 Developing and executing strategies to encourage audience participation, increase watch
time, and drive subscriptions and likes.

19
Collaboration and Cross-functional Coordination:
 Collaborating with various teams, including content creation, marketing, and analytics, to
align strategies and ensure a cohesive approach toward channel growth.
 Coordinating with marketing teams to align YouTube content with overall branding and
promotional campaigns.

Performance Analysis and Reporting:

 Regularly monitoring and analyzing key performance metrics to evaluate the effectiveness
of content and strategies.
 Generating reports detailing channel growth, audience demographics, and engagement
metrics to inform future decisions and strategies.

In summary, my role as a YouTube Channel Manager at Vedantu encompassed a diverse set of

responsibilities, from content strategy development to SEO implementation and audience
engagement, aimed at growing the channel's viewership, enhancing engagement, and ensuring the
channel's success within the competitive landscape of online education on YouTube.

20
 CHAPTER 4

RESEARCH METHODOLOGY

21
 RESEARCH METHODOLOGY

1. Research Objectives
 To study the YouTube strategies employed by Vedantu in delivering educational
content to its audience.
 To study the impact of Vedantu's YouTube strategies on Gen Z audience
engagement.

2. Research Design
This study involves a descriptive research design to catalogue and analyse Vedantu's
YouTube content, engagement metrics, and audience demographics. It will provide a clear
snapshot of Vedantu's YouTube strategies.
Quantitative data will be collected through content analysis, including engagement metrics
(views, likes, comments, shares), while qualitative data will be gathered through surveys
and interviews with Gen Z learners. This combination enables a holistic view of the
research topic.

3. Source of Data Collection

Primary data will be collected through questionnaire method and Secondary Data is also
collected and used for research purpose.

4. Sampling Technique
The data is collected using Convenience Sampling Technique.

Population- The population for the study are Gen Z people.

Sample Size- The questionnaire was filled by 108 respondents.

5. Time period of the Study

The study covers the time frame of three months from September 1st 2023 to December
1st 2023 for primary data collection.

6. Analytical Tools
The study is based on descriptive analysis. Accordingly, descriptive and inferential
observations and surveys and questionnaires has been used for the purpose of data
analysis through mean percentage and pie diagrams. Software like MS Excel is also used
for Data Analysis.

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 CHAPTER 5

DATA ANALYSIS

23
 RESPONSE FROM GEN Z

Demographic Section

Question: Gender of the respondents.

TABLE 5.1

OPTIONS RESPONSES PERCENTAGE

Male 53 49.1%

Female 55 50.9%

Prefer not to say 0 0

CHART 5.1

INTERPRETATION:
As per the results, majority of the respondents i.e., 50.9% are female and the remaining 49.1% are
male.

24
Question: Age of the respondents.

TABLE 5.2

OPTIONS RESPONSES PERCENTAGE

10-15 6 5.6%

15-20 26 24.1%

20-25 57 52.8%

25-30 19 17.6%

CHART 5.2

INTERPRETATION:

As per the results, majority of the respondents i.e., 52.8% belongs to the age group of 20-25 years
and the remaining i.e., 24.1% belongs to the age group of 15-20 years, 17.6% belongs to the age
group of 25-30 years, 5.6% belongs to the age group of 10-15.

25
Question: Educational Background of the respondents.

TABLE 5.3

OPTIONS RESPONSES PERCENTAGE

High School 21 19.4%

Bachelor’s Degree 61 56.5%

Master’s Degree 21 19.4%

Ph.D. or higher 5 4.6%

CHART 5.3

INTERPRETATION:

As per the results, majority of the respondents i.e., 56.5% are from Bachelor’s Degree background
and the remaining 19.4% are from Master’s Degree, 19.4% are from High School and 4.6% are
from Ph.D. or higher background.

26
Question: How often do you watch educational content on YouTube?

TABLE 5.4

OPTIONS RESPONSES PERCENTAGE

Daily 33 30.6%

Weekly 23 21.3%

Monthly 28 25.9%

Rarely 22 20.4%

Never 2 1.9%

CHART 5.4

INTERPRETATION:

As per the results, majority of the respondents i.e., 30.6% watch educational content on YouTube
Daily and the remaining 25.9% watch Monthly, 21.3% watch Weekly, 20.4% watch Rarely and
1.9% never watch.

27
 Generic Section

Question: Are you familiar with Vedantu's YouTube channel?

TABLE 5.5

OPTIONS RESPONSES PERCENTAGE

Yes 108 100%

No 0 0

CHART 5.5

INTERPRETATION:

As per the results, 100% respondents are familiar with Vedantu’s YouTube Channel.

28
Question: How do you usually discover Vedantu's YouTube content?

TABLE 5.6

OPTIONS RESPONSES PERCENTAGE

Search 30 27.8%

Recommendations 18 16.7%

Social Media 38 35.2%

Vedantu’s Website 22 20.4%

CHART 5.6

INTERPRETATION:

As per the results, majority of the respondents i.e., 35.2% usually discover Vedantu’s YouTube
content through Social Media and the remaining 27.8% through Search, 20.4% through Vedantu’s
Website and 16.7% through Recommendations.

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Question: What type of content do you primarily watch on Vedantu's YouTube channel?

TABLE 5.7

OPTIONS RESPONSES PERCENTAGE

Live Classes 39 36.1%

Recorded Lectures 31 28.7%

Test Prep 15 13.9%

Exam Strategies 18 16.7%

Other 5 4.6%

CHART 5.7

INTERPRETATION:

As per the results, majority of the respondents i.e., 36.1% primarily watch Live Classes on
Vedantu’s YouTube channel and the remaining 28.7% watch Recorded Lectures, 16.7% watch
Exam Strategies, 13.9% watch Test Prep and 4.6% watch other content.

30
Question: What do you think sets Vedantu's YouTube strategy apart from other educational
platforms?

TABLE 5.8

OPTIONS RESPONSES PERCENTAGE

High Quality Content 49 45.4%

Interactive Sessions 18 16.7%

Variety of Subjects 15 13.9%

Engaging Presenters 15 13.9%

Content for all Levels 11 10.2%

CHART 5.8

INTERPRETATION:

As per the results, majority of the respondents i.e., 45.4% thinks High Quality Content sets
Vedantu's YouTube strategy apart from other educational platforms and the remaining 16.7%
thinks Interactive Sessions, 13.9% thinks Variety of Subjects, 13.9% thinks Engaging Presenters
and 10.2% thinks Content for all Levels.

31
Question: Which specific elements of Vedantu's YouTube content do you find most engaging
and effective in teaching?

TABLE 5.9

OPTIONS RESPONSES PERCENTAGE

Live Interactions 20 40.7%

Clear Explanations 19 22.2%

Engaging Visuals 21 25.9%

Real-life Examples 43 11.1%

CHART 5.9

INTERPRETATION:

As per the results, majority of the respondents i.e., 40.7% finds Live Interactions most engaging
and effective in teaching and the remaining 25.9% finds Engaging Visuals, 22.2% finds Clear
Explanations and 11.1% finds Real-life Examples.

32
Questions: What improvements or changes would you suggest for Vedantu's YouTube channel
to enhance audience engagement and educational impact?

TABLE 5.10

OPTIONS RESPONSES PERCENTAGE

More live sessions 42 38.9%

Shorter video durations 25 23.1%

Specialised content for exams 26 24.1%

Collaborations with popular educators 15 13.9%

CHART 5.10

INTERPRETATION:

As per the results, majority of the respondents i.e., 38.9% suggests more live sessions for
Vedantu's YouTube channel to enhance audience engagement and educational impact and the
remaining 24.1% suggests specialised content for exams, 23.1 suggests shorter video durations
and 13.9% suggests collaborations with popular educators.

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Question: Do you follow Vedantu on other social media platforms (e.g., Instagram, Twitter,
Facebook) for educational content?

TABLE 5.11

OPTIONS RESPONSES PERCENTAGE

Yes 95 88%

No 13 12%

CHART 5.11

INTERPRETATION:

As per the results, majority of the respondents i.e., 88% follow Vedantu on other Social Media
platforms and the remaining 12% don’t follow Vedantu on other Social Media platforms.

34
Question: Do you use/ have used Vedantu's mobile app in addition to their YouTube channel
for educational purposes?

TABLE 5.12

OPTIONS RESPONSES PERCENTAGE

Yes 91 84.3%

No 17 15.7%

CHART 5.12

INTERPRETATION:

As per the results, majority of the respondents i.e., 84.3% use or have used Vedantu’s mobile app
and the remaining 15.7% don’t use or haven’t used Vedantu’s mobile app.

35
 Rating Section

Question: How would you rate Vedantu's engagement with its audience on YouTube?

TABLE 5.13

OPTIONS RESPONSES PERCENTAGE

1 (Poor) 0 0

2 4 3.7%

3 18 16.7%

4 31 31%

5 (Excellent) 55 50.9%

CHART 5.13

INTERPRETATION:

1 being Poor and 5 being Excellent in the Likert Scale, as per the results majority of respondents
i.e., 50.9% rated 5 for Vedantu’s Engagement with its audience on YouTube and the remaining
28.7% rated 4, 16.7% rated 3, 3.7% rated 2 and 0 rated 1.

36
Question: Do you believe that Vedantu's YouTube videos have positively influenced your
educational progress?

TABLE 5.14

OPTIONS RESPONSES PERCENTAGE

Strongly Agree 47 43.5%

Agree 27 25%

Neutral 30 27.8%

Disagree 1 0.9%

Strongly Disagree 3 2.8%

CHART 5.14

INTERPRETATION:

As per the results, majority of respondents i.e., 43.5% Strongly Agrees that Vedantu's YouTube
videos have positively influenced their educational progress and the remaining 27.8% are
Neutral, 25% Agrees, 2.8% Strongly Disagrees and 0.9% Disagrees.

37
Question: How would you rate the following quality of educational content on Vedantu's
YouTube channel?

TABLE 5.15

OPTIONS RESPONSES

Excellent Fairly Good Average Poor

Live Classes 28 30 2 1

Recorded Lectures 19 12 2 0

Test Prep 44 18 2 0

Exam Strategies 24 12 4 0

Conceptual Learning 16 42 7 1

Specialised Courses 16 13 2 0

CHART 5.15

38
INTERPRETATION:

LIVE CLASSES- Out 108 respondents, 58 rated Excellent, 29 rated Fairly Good, 21 rated Average
and nobody rated poor.

RECORDED LECTURES- Out 108 respondents, 47 rated Excellent, 47 rated Fairly Good, 14
rated Average and nobody rated poor.

TEST PREP- Out 108 respondents, 58 rated Excellent, 34 rated Fairly Good, 16 rated Average
and nobody rated poor.

EXAM STRATEGIES- Out 108 respondents, 53 rated Excellent, 41 rated Fairly Good, 14 rated
Average and nobody rated poor.

CONCEPTUAL LEARNING- Out 108 respondents, 54 rated Excellent, 34 rated Fairly Good, 20
rated Average and nobody rated poor.

SPECIALISED COURSES- Out 108 respondents, 54 rated Excellent, 34 rated Fairly Good, 20
rated Average and nobody rated poor.

39
Question: To what extent do you feel Vedantu's YouTube strategies are tailored to the
preferences of the Gen Z audience?

TABLE 5.16

OPTIONS RESPONSES PERCENTAGE

Extremely Tailored 37 34.3%

Very Tailored 31 28.7%

Moderately Tailored 17 15.7%

Slightly Tailored 11 10.2%

Not at all Tailored 12 11.1%

CHART 5.16

INTERPRETATION:

As per the results, majority of respondents i.e., 34.3% feels Vedantu’s YouTube strategies are
extremely tailored to the preferences of the Gen Z audience and the remaining 28.7% feels very
tailored, 15.7% feels moderately tailored, 11.1 feels not at all tailored and 10.2% feels slightly
tailored.

40
Question: The COVID-19 pandemic has affected your reliance on online educational content,
including Vedantu's YouTube channel

TABLE 5.17

OPTIONS RESPONSES PERCENTAGE

Strongly Agree 48 44.4%

Agree 35 32.4%

Neutral 22 20.4%

Disagree 0 0

Strongly Disagree 3 2.8%

CHART 5.17

INTERPRETATION:

As per the results, majority of respondents i.e., 44.4% Strongly Agrees that COVID-19 pandemic
has affected your reliance on online educational content and the remaining 32.4% Agrees, 20.4%
are Neutral, 2.8% Strongly Disagrees and 0% Disagrees.

41
Question: Please rate your overall satisfaction with Vedantu's YouTube content.

TABLE 5.18

OPTIONS RESPONSES PERCENTAGE

Very Satisfied 44 40.7%

Satisfied 48 44.4%

Neutral 15 13.9%

Dissatisfied 1 0.9%

Very Dissatisfied 0 0

CHART 5.18

INTERPRETATION:

As per the results, majority of respondents i.e., 44.4% are satisfied with Vedantu’s YouTube
content and the remaining 40.7% are very satisfied, 13.9% are neutral, 0.9% are dissatisfied and
0 are very dissatisfied.

42
Question: To what extent do you find Vedantu's YouTube content engaging?

TABLE 5.19

OPTIONS RESPONSES PERCENTAGE

Extremely Engaging 50 46.3%

Very Engaging 39 36.1%

Moderately Engaging 14 13%

Slightly Engaging 5 4.6%

Not at all Engaging 0 0

CHART 5.19

INTERPRETATION:

As per the results, majority of respondents i.e., 46.3% finds Vedantu’s YouTube content
extremely engaging and the remaining 36.1% finds very engaging, 13% finds moderately
engaging, 4.6% finds slightly engaging and nobody finds it not at all engaging.

43
Question: How likely are you to recommend Vedantu's YouTube channel to others?

TABLE 5.20

OPTIONS RESPONSES PERCENTAGE

1 (Not at all likely) 2 1.9%

2 3 2.8%

3 11 10.2%

4 34 31.5%

5 (Extremely likely) 58 53.7%

CHART 5.20

INTERPRETATION:

1 being Not at all likely and 5 being Extremely likely in the Likert Scale, as per the results majority
of respondents i.e., 53.7% rated 5 for recommending Vedantu's YouTube channel to others and
the remaining 31.5% rated 4, 10.2% rated 3, 2.8% rated 2 and 1.9% rated 1.

44
Question: Indicate your agreement with the statement: "Vedantu's YouTube content has
positively influenced my academic performance."

TABLE 5.21

OPTIONS RESPONSES PERCENTAGE

Strongly Agree 51 47.2%

Agree 37 34.3%

Neutral 18 16.7%

Disagree 0 0

Strongly Disagree 2 1.9%

CHART 5.21

INTERPRETATION:

As per the results, majority of respondents i.e., 47.2% strongly agrees with the statement:
"Vedantu's YouTube content has positively influenced my academic performance." and the
remaining 34.3% Agrees, 16.7% are Neutral, 1.9% strongly disagrees and 0% Disagrees.

45
Question: Rate your satisfaction with the variety of subjects covered in Vedantu's YouTube
content.

TABLE 5.22

OPTIONS RESPONSES PERCENTAGE

Very Satisfied 53 49.1%

Satisfied 39 36.1%

Neutral 15 13.9%

Dissatisfied 1 0.9%

Very Dissatisfied 0 0

CHART 5.22

INTERPRETATION:

As per the results, majority of respondents i.e., 49.1% are very satisfied with the variety of
subjects covered in Vedantu's YouTube content and the remaining 36.1% are satisfied, 13.9%
are neutral, 0.9% are dissatisfied and nobody is very dissatisfied.

46
Question: To what extent do you feel Vedantu's YouTube content addresses your specific
educational needs?

TABLE 5.23

OPTIONS RESPONSES PERCENTAGE

1 (Not at all) 0 0

2 5 4.6%

3 17 15.7%

4 28 25.9%

5 (Completely) 58 53.7%

CHART 5.23

INTERPRETATION:

1 being Not at all and 5 being completely in the Likert Scale, as per the results majority of
respondents i.e., 53.7% rated 5 for Vedantu’s YouTube content addressing their educational needs
and the remaining 25.9% rated 4, 15.7% rated 3, 4.6% rated 2 and nobody rated 1.

47
Question: Rate your perception of Vedantu's responsiveness to audience feedback on their
YouTube channel.

TABLE 5.24

OPTIONS RESPONSES PERCENTAGE

1 (Not responsive at all) 0 0

2 5 4.6%

3 15 13.9%

4 31 28.7%

5 (Extremely responsive) 57 52.8%

CHART 5.24

INTERPRETATION:

1 being Not responsive at all and 5 being Extremely responsive in the Likert Scale, as per the
results majority of respondents i.e., 52.8% rated 5 for Vedantu's responsiveness to audience
feedback and the remaining 28.7% rated 4, 13.9% rated 3, 4.6% rated 2 and nobody rated 1.

48
CHAPTER 6

FINDINGS

49
 FINDINGS

 Out of 130 distributed questionnaires, 108 were received back which is a good response.
 It was found out that out of these 108 responses, 50.9% were female and remaining 49.1%
were male.
 Around 52.8% respondents i.e., the majority belonged to the age group of 20-25.
 Around 56.5% respondents i.e., the majority were from the Bachelor’s degree background.
 Majority of the respondents i.e., 30.6% watch educational content on YouTube daily and the
remaining 25.9% watch monthly, 21.3% watch weekly, 20.4% watch rarely and 1.9% never
watch.
 As per the results, we got to know that all the respondents are familiar with Vedantu’s YouTube
Channel.
 As per the results, majority of the respondents i.e., 35.2% usually discover Vedantu’s YouTube
content through Social Media and the remaining 27.8% through Search, 20.4% through
Vedantu’s Website and 16.7% through Recommendations.
 As per the results, majority of the respondents i.e., 36.1% primarily watch Live Classes on
Vedantu’s YouTube channel and the remaining 28.7% watch Recorded Lectures, 16.7% watch
Exam Strategies, 13.9% watch Test Prep and 4.6% watch other content.
 As per the results, majority of the respondents i.e., 45.4% thinks High Quality Content sets
Vedantu's YouTube strategy apart from other educational platforms and the remaining 16.7%
thinks Interactive Sessions, 13.9% thinks Variety of Subjects, 13.9% thinks Engaging
Presenters and 10.2% thinks Content for all Levels.
 As per the results, majority of the respondents i.e., 40.7% finds Live Interactions most
engaging and effective in teaching and the remaining 25.9% finds Engaging Visuals, 22.2%
finds Clear Explanations and 11.1% finds Real-life Examples.
 As per the results, majority of the respondents i.e., 38.9% suggests more live sessions for
Vedantu's YouTube channel to enhance audience engagement and educational impact and
the remaining 24.1% suggests specialised content for exams, 23.1 suggests shorter video
durations and 13.9% suggests collaborations with popular educators.
 88% of the respondents follow Vedantu on other Social Media platforms.

50
 84.3% of the respondents uses or have used Vedantu’s mobile app.
 1 being Poor and 5 being Excellent in the Likert Scale, the results shows that the majority of
the respondents i.e., 50.9% rated 5 for Vedantu’s Engagement with its audience on YouTube
and the remaining 28.7% rated 4, 16.7% rated 3, 3.7% rated 2 and 0 rated 1.
 When asked whether Vedantu's YouTube videos have positively influenced their educational
progress. Majority of the respondents i.e., 43.5% Strongly Agrees to it and the remaining
27.8% are Neutral, 25% Agrees, 2.8% Strongly Disagrees and 0.9% Disagrees.
 When asked to rate the following quality of educational content on Vedantu's YouTube
channel, majority of the respondents all the content Excellent and the remaining rated them
as Fairly Good and Average and nobody rated it poor.
 As per the survey, majority of respondents i.e., 34.3% feels Vedantu’s YouTube strategies are
extremely tailored to the preferences of the Gen Z audience and the remaining 28.7% feels
very tailored, 15.7% feels moderately tailored, 11.1 feels not at all tailored and 10.2% feels
slightly tailored.
 When asked whether COVID-19 pandemic has affected your reliance on online educational
content, majority of respondents i.e., 44.4% Strongly Agreed to it and the remaining 32.4%
Agreed, 20.4% are Neutral, 2.8% Strongly Disagreed and nobody Disagreed.
 Based on the survey, majority of respondents i.e., 44.4% are satisfied with Vedantu’s YouTube
content and the remaining 40.7% are very satisfied, 13.9% are neutral, 0.9% are dissatisfied
and nobody is dissatisfied.
 As per the results, majority of respondents i.e., 46.3% finds Vedantu’s YouTube content
extremely engaging and the remaining 36.1% finds very engaging, 13% finds moderately
engaging, 4.6% finds slightly engaging and nobody finds it not at all engaging.
 1 being Not at all likely and 5 being Extremely likely in the Likert Scale, the results shows that
the majority of respondents i.e., 53.7% rated 5 for recommending Vedantu's YouTube channel
to others and the remaining 31.5% rated 4, 10.2% rated 3, 2.8% rated 2 and 1.9% rated 1.
 Based on the survey, majority of respondents i.e., 47.2% strongly agreed with the statement:
"Vedantu's YouTube content has positively influenced my academic performance" and the
remaining 34.3% agreed, 16.7% are neutral, 1.9% strongly disagreed and nobody disagreed.

51
 Based on the survey, majority of respondents i.e., 49.1% are very satisfied with the variety of
subjects covered in Vedantu's YouTube content and the remaining 36.1% are satisfied, 13.9%
are neutral, 0.9% are dissatisfied and nobody is very dissatisfied.
 1 being Not at all and 5 being completely in the Likert Scale, the results shows that the majority
of the respondents i.e., 53.7% rated 5 for getting the educational needs addressed by Vedantu’s
YouTube content and the remaining 25.9% rated 4, 15.7% rated 3, 4.6% rated 2 and nobody
rated 1.
 1 being Not responsive at all and 5 being Extremely responsive in the Likert Scale, the results
shows that the majority of the respondents i.e., 52.8% rated 5 for Vedantu's responsiveness to
audience feedback and the remaining 28.7% rated 4, 13.9% rated 3, 4.6% rated 2 and nobody
rated 1.

52
CHAPTER 7

CONCLUSION

53
 CONCLUSION

In exploring the Vedantu's YouTube strategies and their impact on Gen Z audience engagement
has illuminated the intricate landscape of online educational platforms and their resonance with
the younger demographic. The comprehensive analysis delved into Vedantu's multifaceted
approach to content delivery, assessing the efficacy of their strategies in captivating and educating
the Gen Z audience.

Vedantu's YouTube channel emerged as a reservoir of diverse educational content, tailored to

address the academic needs of students across various levels. From live classes to recorded lectures
and specialized test preparation modules, Vedantu provided a comprehensive learning ecosystem,
fostering an environment conducive to knowledge acquisition and skill enhancement.

One of the standout features of Vedantu's YouTube strategy was the integration of interactive
elements, notably live chats and Q&A sessions during live streams. These features not only
facilitated real-time engagement but also cultivated a sense of community among students,
enabling peer-to-peer interaction and direct communication with educators.

The research outcomes strongly indicated a positive association between Vedantu's YouTube
content and the educational progress of the Gen Z audience. Respondents frequently highlighted
the clarity, depth, and effectiveness of the content, citing improved conceptual understanding and
enhanced academic performance as direct outcomes of engaging with Vedantu's materials.

Additionally, Vedantu demonstrated an adeptness in tailoring its strategies to resonate with the
preferences and learning styles of the Gen Z audience. By curating content that aligns with their
educational requirements and employing engaging methodologies, Vedantu succeeded in
capturing the attention and interest of this demographic.

However, the study identified potential areas for further enhancement. Suggestions centered on
diversifying content approaches, providing more specialized material, and enhancing
responsiveness to audience feedback. These recommendations aim to fortify Vedantu's
engagement strategies and ensure continual improvement in meeting the evolving needs of online
learners.

54
In essence, this research has contributed a nuanced understanding of how educational platforms
like Vedantu navigate YouTube to engage and educate the Gen Z audience effectively. It highlights
the importance of dynamic strategies, interactive content, and tailored approaches in fostering a
conducive online learning environment.

As digital education continues to evolve, this exploration serves as a foundational stepping stone
for ongoing research, fostering innovation, and continuous refinement of strategies within the
realm of online educational content delivery. Vedantu's prowess in harnessing YouTube's potential
stands as a testament to the adaptability and innovation necessary to captivate and educate today's
online learners.

The findings and conclusion from this study not only add to the body of knowledge concerning
online education but also offer practical implications for educators, content creators, and platforms
aiming to engage the Gen Z audience effectively in the digital learning landscape.

55
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ANNEXURES

57
58
59
60
61
62
63
 PLAGIARISM REPORT

INTRODUCTION:

LITERATURE REVIEW:

64
FINDINGS AND CONCLUSION:

65