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Carri Bugbee

YouTube superstars: the generation taking on TV - and winning | Tech | The Guardian - 0 views

www.theguardian.com/...rstars-new-generation-bloggers

youtube superstars generation social TV

shared by Carri Bugbee on 15 Apr 14 - No Cached
  • There is growing consensus that traditional media, particularly TV, need to learn lessons from this. "YouTube is beginning to behave like a market leader," noted Elisabeth Murdoch in her 2012 MacTaggart lecture. "Believe at your own risk that their platform is based on homemade videos of cats in washing machines… Brands and talent are using YouTube to create direct-to-consumer relationships. Michelle Phan is the world's most popular make-up expert with over 600 million views. Yes – that's equivalent to a global Olympic audience generated by a 22-year-old putting on Lady Gaga makeup."
  • I'm a professional. If you expect me to jump at the opportunity to do something for free, like you're doing me a solid? No." Perhaps the scariest part of that comment for the old media is that these twenty-somethings know Jamie Oliver best for his supermarket advertising.
  • Cable television offers hundreds of channels, while YouTube gives us potentially millions from a global pool. The second is that technology now provides more versatility for watching content from the internet. For copying the tips from a make-up video, you might choose to use a smartphone in the bathroom; you can watch vlogs in bed on a tablet; for longer, more stylised productions, you've still got the big screen.
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  • "If TV is a monologue then YouTube is a conversation," says Benjamin Cook. "The communal side of TV has been outdated for 10 years. Something like Doctor Who, The X Factor or the Olympics will suddenly get everyone crowded round the TV again, but in general TV just feels more distant to me. I will sit in bed and watch Charlie McDonnell's latest vlog and you feel far closer – like you're watching a friend."
  • at the end of 2010 when the site introduced TrueView, a system that allowed users to skip almost two-thirds of its adverts easily; the innovation being that Google could now charge much more for the ones people did watch to the end
  • "One thing that's completely different is that a lot of creators involve their audience in the creative process," says Sara Mormino, director of YouTube content operations in Europe. "So they ask the audience questions, they ask them to comment and they are also able to look at the stats of exactly who is watching.
  • Feedback is immediate and unfailingly honest, and they tailor their performances every time they post a video. Such an environment has given rise to rabid fandom.
  • When you speak to the YouTubers, it's hard not to think that old-style broadcasters should be concerned by the lack of interest in and sometimes disdain for their product. What this generation (and their audience) loves about the platform is that they grew up with it; it feels like it belongs to them. They make the videos, unmediated by grown-ups, and put them out into the world where they are judged by their peer group.
  • n January 2012, Elisabeth Murdoch's production company, Shine, bought ChannelFlip, a media agency that represents some popular YouTubers, and is expanding rapidly
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