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YouTubers Go Mainstream How YouTubers Are Spreading Their Social Wings

Tim Mulligan
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The 20,000 Foot View

Views of the top            YouTube channels doubled from            billion in February 2015 to            billion in October 2015. At the same time, the number of subscribers to the top            channels doubled to            billion. Despite Google sticking with its 2013 official statement of one billion monthly unique users for YouTube, it is clear that it is exploding in popularity. The growth drivers are native YouTuber channels, with over half of all subscribers gained in the final            months of 2015 being from this category. With consumer momentum clearly behind them, native YouTubers are now looking to expand their reach beyond the confines of the YouTube ecosystem. As they do so, their unique brand appeal will be diluted in the process of engaging with the demands of traditional media and by the diverse characteristics of different social channels.

Key Findings

  • Daily short-form            views across all video servicesnearly            between            2014 and            2015 from            to            billion 
  • YouTubers are            to leverage their highly-engaged audiences            branch out into other areas            media
  • YouTubers are            effective when they develop complementary            channels
  • They will            to rely upon YouTube as            core revenue and audience base
  • Many YouTubers            find the demands of the            media industry overly restrictive
  • They will            often struggle to add non-YouTube            to their fan base when            in traditional media
  • Brand monetization            will increase as audience numbers            static for YouTubers engaging in            non-YouTube economy
  • Developing profile            platforms such as Netflix represents            best way for YouTubers to            both audience and revenue simultaneously            one place

Companies mentioned in this report: Netflix, Facebook, Instagram, Twitter, Snapchat, Gleam Futures, Vessel, Ipsy, SourcedBox, Hulu