Wwwjollyvidscom 2021 -

| Platform | Followers (2021) | Avg. Engagement Rate* | |----------|------------------|-----------------------| | Twitter | 4.2 k | 1.3 % | | Instagram | 7.8 k | 1.8 % | | Facebook (page) | 12 k | 2.0 % |

*Engagement rate = (likes + comments + shares) / followers per post (average of 12 posts/month).

Social referrals contributed ≈ 5 % of total traffic, indicating limited cross‑platform amplification. wwwjollyvidscom 2021

The year 2021 marked a pivotal moment for digital video consumption. Global average daily time spent watching online video reached 2 hours 38 minutes (Statista, 2022), and short‑form formats (≤ 60 seconds) accounted for 46 % of total viewership (eMarketer, 2021). While the market is typically portrayed as a duopoly of YouTube and TikTok, a plethora of niche sites continue to serve specific audiences, often by aggregating or repackaging content from larger platforms.

www.jollyvids.com (JollyVids) emerged in 2018 as a “funny‑clip” hub, positioning itself as a “one‑stop shop for quick laughs.” By 2021 the site claimed to host ≈ 250 k video assets across categories such as pranks, fails, pet mishaps, and viral challenges. Despite its relatively low visibility, JollyVids attracted a dedicated community of humor‑seeking viewers, predominantly aged 18‑34 and residing in North America and Europe. | Platform | Followers (2021) | Avg

This study seeks to answer the following research questions (RQs):

By addressing these questions we contribute to the scholarly discourse on micro‑platforms and illuminate the dynamics that separate successful niche aggregators from those that remain marginal. By addressing these questions we contribute to the

Research has documented three dominant trajectories for online video: (1) platform consolidation (YouTube retaining > 70 % of long‑form viewership), (2) short‑form explosion (TikTok’s global user base surpassing 1 billion in 2021), and (3) niche aggregation (sites that curate content around a specific theme).

Curation can be advantageous for low‑resource operators, but it introduces legal and SEO challenges (Zhang, 2021). Platforms that embed third‑party videos often face embed‑blocking or copyright takedowns, limiting long‑term stability (Miller & Torres, 2020). Conversely, original production enables greater control over monetisation and audience data (Hernandez, 2022).

Remember how we said Jolly Vids is about fun and community? 2021 brought some unforgettable moments: