Narrativa audiovisual el uso del crossover en YouTube: Análisis del caso Enchufe TV y Qué Parió

Abstract

This research analyzes the use of crossover as a narrative technique in digital audiovisual products, focusing on the collaborative case between YouTube channels EnchufeTV (Ecuador) and Qué Parió (Mexico). Using a qualitative approach with a descriptive scope, content analysis, literature review, and expert interviews were applied to identify the narrative, stylistic, and strategic elements present in their collaborations. Findings show that crossover works as both a creative and strategic resource, capable of merging narrative universes, enhancing each brand’s style, increasing reach, and encouraging active audience participation. The study also characterized the types of crossover used, as well as the technical and creative factors that facilitate its implementation in the digital environment. It concludes that this narrative technique is highly effective for building communities and differentiating content on platforms such as YouTube.