ENVIRONMENTAL EDUCATION ON YOUTUBE: THE DIGITAL PERFORMANCE OF THE REPÓRTER ECO CHANNEL

Abstract

This article analyzes the “Repórter Eco” YouTube channel, highlighting its structure, dissemination strategies, and potential as a tool for Environmental Education (EE). The research employed a quantitative-qualitative approach, combining a narrative literature review and content analysis based on the categorical and structural dimensions proposed by Bardin (2016). The results indicate that short, thematic videos with accessible language show higher average views and engagement compared to longer videos. The use of thematic titles, animations, narration, and soundtracks are identified as effective strategies to expand reach and pedagogical impact. The channel, created by TV Cultura in 1990 and active on YouTube since 2015, had, by February 2025, more than 96,000 subscribers and nearly 15 million views. The analysis showed a significant increase in digital audience starting in 2023, indicating greater public interest in environmental content presented in agile formats. The study also acknowledges the limitations of platformization and highlights the need for critical strategies in the production and curation of educational content. It concludes that channels like Repórter Eco have great potential to democratize access to environmental education, as long as they are guided by pedagogical intentionality, multimodal language, and consistent editorial practices.