Educational Video Virality and Platform Engagement in the EduwebTV KPM Repository (Video Pendidikan Tular dan Penglibatan Platform dalam Repositori EduwebTV KPM)

Abstract

Educational video virality is an important issue for institutions managing large digital learning repositories, where
many resources remain available but receive limited access. This study examined metadata characteristics and platform
engagement on the official EduwebTV KPM YouTube channel using a descriptive quantitative metadata analytics
design. Public YouTube Data API metadata were analysed for 10,208 videos published between 2020 and 2024. Videos
were operationally classified as viral when they attained at least 1,000 views, yielding 634 videos (6.21% of the final
dataset). These videos had an average duration of 85.10 minutes and an average title length of 8.54 words, with
dominant curriculum-facing keywords, reported here in English translation, including form, language, Malay,
knowledge, discourse, room and DLP. Platform engagement analysis showed a mean of 13,978.66 views and a mean
engagement rate of 3.31%. Strong positive correlations were found between views and likes (r = 0.977, p < .001) and
between views and comments (r = 0.940, p < .001). Metadata analytics can therefore support evidence-informed
understanding of visibility, discoverability and platform response, but does not provide direct evidence of learning
outcomes. The study offers implications for educational video repositories, lecture capture, open educational resources
and digital media governance.