Pola Interaksi Audiens terhadap Konten Dakwah Live Streaming YouTube: Studi Netnografi pada Kanal Dai Digital Indonesia

Abstract

The transformation of digital media has significantly reshaped Islamic preaching communication in Indonesia, particularly through YouTube live streaming features that enable real time interaction between preachers and audiences. This study aims to examine audience interaction patterns toward Islamic live streaming content on Indonesian digital preacher channels using a netnographic approach. The research employed virtual observation, digital documentation, and audience comment analysis from several popular Islamic YouTube channels during January to March 2026. The data were analyzed thematically to identify forms of participation, emotional responses, the construction of digital religious authority, and the dynamics of religious discourse within social media spaces. The findings reveal that audience interactions are predominantly participatory and dialogical through live comments, digital symbols, and the reinforcement of collective religious identity. In addition, YouTube algorithms and the communication styles of digital preachers significantly influence audience engagement and expand the legitimacy of digital da’wah practices. This study argues that live streaming da’wah functions not merely as a medium for religious message transmission but also as a space for negotiating authority, moderating discourse, and shaping digital religious culture in virtual public spheres. The article contributes to the development of digital media studies, netnography, and contemporary Islamic communication research in Indonesia.