| Motivation to watch and engage with YouTube content can be influenced by two elements, namely intrinsic and extrinsic motivation, where code-switching becomes an intrinsic factor that enhances viewer engagement. The use of code-switching in video content influences the success of communication, as it has psychological and social effects that foster relatability, emotional connection, and identity representation among viewers. Code-switching also introduces language variation, including the use of English expressions, which can stimulate bilingual audiences and make the content feel more modern and dynamic. Based on this background, the researcher aims to explore how different types of code-switching (inter-sentential, intra-sentential, and tag-switching) enhance audience engagement in YouTube content, particularly in Nessie Judge’s videos. This research employs a mixed-method approach, combining qualitative content analysis and quantitative questionnaires, and is supported by descriptive statistical analysis. The participants of the study are active viewers of Nessie Judge’s YouTube channel who are EFL learners within the age range of 18–35 years old. This research is expected to help content creators be more creative in language use and to understand how code-switching can be a strategic tool to increase audience engagement, especially among bilingual digital audiences. |