The rise of influencer-based programming on television is transforming the media landscape, with YouTube creators drawing in massive audiences and becoming household names.
The Rise of YouTube Creators in Mainstream Television
The Power of High-Quality Content and Young Audiences
Stars like Jake Paul and Jimmy ‘MrBeast’ Donaldson have become household names, drawing in massive audiences to platforms like YouTube. Their high-quality content has enabled streamers and other creators to tap into a younger demographic, making them a must-have for broadcasters and streamers looking to boost subscriptions and viewers.
Jake Paul is a social media personality and YouTube star known for his vlogging and comedy content.
Born on January 17, 1997, in West Valley City, Utah, he initially gained fame on Vine before its shutdown.
He has over 20 million subscribers on YouTube and has collaborated with other popular creators.
Paul's personal life has been subject to media attention due to controversies surrounding his behavior and relationships.
The Evolution of the Creator Economy
The success of shows like ‘Beast Games‘ and the Sidemen’s Netflix deal demonstrates the growing ambition of creators. Jordan Schwarzenberg, manager of the Sidemen, notes that creators need partners to fund their ambitions and elevate production levels. This shift is driven by the increasing confidence of creators in their abilities and the growing demand for high-quality content.
Sidemen is a popular British gaming collective founded in 2013 by seven friends.
The group's YouTube channel has gained over 10 million subscribers, making it one of the largest gaming channels on the platform.
Sidemen members include KSI, Vikkstar123, Behzinga, Zerkaa, TBJZL, and Miniminter, among others.
They create content around various games, including FIFA, Fortnite, and Minecraft.
The collective has expanded to include a record label, merchandise line, and even a documentary series.
The Blurring of YouTube and TV
YouTube has become a mainstream media platform, with over 150 million subscribers among the Sidemen and other popular creators. The platform’s most streamed service on smart TVs in the US, according to Nielsen, YouTube says it paid more than $70bn to ‘creators between 2021 and 2023.’ This growth is expected to continue, with MIDiA Research forecasting that video creators globally will make almost $64bn in revenue by 2031.
The Growing Importance of Creators
Ben Woods, a creator economy analyst at MIDiA Research, notes that top creators are now mainstream intellectual property and want to fully exploit their audiences. With the ability to create high-quality content and engage with younger viewers, creators have become an attractive asset for broadcasters and streamers. The Sidemen’s recent charity football match sold out Wembley stadium, demonstrating the power of these creators.
The Future of the Creator Economy
While not all creators will become superstars, the creator economy is expected to continue growing. With an estimated 696 million video creators by 2031, up from 239 million in 2022, the opportunities for those looking to make a living through content creation are vast. However, only a minority of creators will achieve success, and many will be left with a side hustle or unable to reach their audience.
Creators have been instrumental in shaping culture throughout history.
From artists and writers to musicians and filmmakers, they bring new ideas and perspectives to the forefront.
According to a study by the National Endowment for the Arts, 71% of Americans believe that arts and culture enrich their lives.
Creators play a vital role in preserving cultural heritage and promoting diversity.
In fact, 60% of creators are self-taught, highlighting the importance of innovation and experimentation.
The Impact on TV
The rise of YouTube creators is changing the way TV works. With more than 80,000 YouTube channels in the UK alone having over 10,000 subscribers, the traditional television model is being disrupted. The blurring of lines between YouTube and TV has raised confidence among creators that they can also succeed on mainstream platforms.
A New Era for Creators
The growth of the creator economy has created new opportunities for those looking to make a living through content creation. With high-quality content, young audiences, and increasing recognition, creators are now seen as a valuable asset for broadcasters and streamers. As the industry continues to evolve, it will be interesting to see how this shift affects the way we consume media.
