The giant video sharing platform has changed the consumption
of media distribution over the course of the 21st century. Once a
video depository for funny cat videos has now become a media powerhouse which
mainstream media increasingly criticize as TV figures dwindle. A platform I am both
a consumer and producer of. I thought I would discuss the incredible growth of
YouTube and the future of it.
YouTube started in February 2005 and was quickly bought by
Google in 2006. YouTube’s unique form of content changed the way media was
consumed. Previously TV had a static relationship with producer and consumer
with no real feedback loop which left the viewer feeling isolated and detached.
A key feature of YouTube is the ability to comment on your favourite YouTubers
video to communicate and connect within an online community. This along with
other unique features allowed to get the ball rolling for the platform.
Another key feature which promoted the shift in power from
traditional media was the ability to consume media at any time. Users and
viewers didn’t need to adhere to a TV guide. People didn’t need to plan their
evenings around the timing of their TV show. Interestingly popular TV shows
such as James Corden’s late late show, Jimmy Kimmel and Conan to name a few
have all started uploading extracts from their TV shows to YouTube which
clearly shows the platforms increasing dominance.
Furthermore YouTube’s incorporation to allow live streaming
on the platform allows massive events such as the Champions League final to be
streamed on the platform. TV’s influence isn’t what it used to be. Kids want
YouTubers latest merchandise, they crave their content and look up to these
influencers. Brands and advertising has all shifted to YouTube.
As content progresses and becomes more professional on
YouTube, the platform is becoming a media giant. For example Shane Dawsons
latest series on Jake Paul and the KSI vs Logan Paul fight show just the tip of
the iceberg for the potential of YouTube. In my opinion I believe there will be
degrees on social media or YouTube in the future. It is becoming a legitimate
career path for creators with endless opportunities. Previously YouTubers would
have needed consistent hundreds of thousand views weekly to make a living off
the platform. However with additional revenue streams from brand deals,
advertising and business collaborations. Becoming a content creator is a
lucrative career path.
o conclude for me personally I would much rather watch 5 10
minute Youtube videos as opposed to watching a Netflix series. Perhaps that
says a lot about my attention span but I do think YouTube is taken more
seriously. Joe Sugg on Strictly Come Dancing and Jack Maynard’s brief stint on
I’m A Celebrity are examples that mainstream media channels are taking notice
of these online personalities as they attract the kind of lucrative audience
they desire.
Follow @EdwardMuldrew
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