YouTubers Go Mainstream How YouTubers Are Spreading Their Social Wings
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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