by Aria HsiaFifteen years ago, if you wanted to watch the latest movie at home, you would most likely have to walk to the nearest blockbuster and pay a few dollars to rent it. Today, we can enjoy the luxury of watching videos from the comfort of our own homes, thanks to video streaming websites like YouTube and Netflix, to name a few. It’s hard to imagine a time when YouTube didn’t exist. The massive empire built on video sharing has exploded in the recent decade, and what originally started as a creative video sharing platform has since developed into a major business. So how did this all happen?
Fifteen years ago, if you wanted to watch the latest movie at home, you would most likely have to walk to the nearest blockbuster and pay a few dollars to rent it. Today, we can enjoy the luxury of watching videos from the comfort of our own homes, thanks to video streaming websites like YouTube and Netflix, to name a few. It’s hard to imagine a time when YouTube didn’t exist. The massive empire built on video sharing has exploded in the recent decade, and what originally started as a creative video sharing platform has since developed into a major business. So how did this all happen? In 2005, three former PayPal employees Chad Hurley, Steve Chen, and Jawed Karim developed the idea for YouTube after experiencing difficulty sharing videos. The site grew rapidly, and in 2006, Google acquired YouTube for 1.65 billion. The booming business of YouTube has not just created a new form of entertainment— it has also redefined what it means to be a “celebrity”, through the ever increasing impact of YouTubers. However, what does this mean for society and the entertainment world? It is hard to imagine that the most popular YouTube channel is in fact a gaming channel. Insert Swedish YouTube personality Pewdiepie. Born Felix Kjellberg, the 28 year old has come a long way since his humble beginnings as a mere video game commentary and reaction channel, and is a “celebrity” in his own right. As of 2018, he has rightfully claimed the title of most subscribed YouTube channel, with over 60 million subscribers and over 17 billion views. Aside from creating video game walkthrough videos, Pewdiepie also posts vlogs and comedy shorts, adding “actor” into his ever-expanding portfolio. His large social media following allowed him to focus on YouTube as a career — his average earnings per video is around $21,00 dollars, making his annual income an estimated $11.28 million dollars. His success is the perfect testament to the impact of YouTube. On average, a typical YouTuber earns about $2 per 1,000 views, depending on the popularity of the channel. However, views are not the only source of income for most successful YouTubers. YouTube Partner Program allows creators to monetize their videos through ads in the sidebars and in the videos themselves, and shares the revenues that YouTube gains from their channel. The program also gives YouTubers in the partnership access to endscreens that link to associated websites and merchandise sites. However, ad revenue can be shaky, which is why sponsorships and product placements are crucial for YouTubers. A company will pay a YouTuber to promote their products in a video, and include links or discount codes to their websites. It is without doubt that this is a test of integrity, as their personal opinions may not always reflect what they are paid to say. The influence of YouTube is undebatable. Almost 5 billion videos are watched on YouTube everyday. Easy accessibility is the key to YouTube’s influence — anyone can create a channel and anyone can see it. This leads us to the discussion of the pros and cons of YouTube’s — it’s been praised as a platform for raising awareness and sparking creativity, yet criticized for starting spur-of-the-moment internet trends. YouTube personality Logan Paul found himself in the midst of a heated controversy surrounding his video content earlier this year, after uploading a video of him stumbling across a dead body at the base of Mount Fuji, a place known as Japan’s “suicide forest”. He was harshly criticized for his insensitivity and lack of judgment, as his audience is largely composed of kids and teenagers. YouTube did not escape unscathed either — they received backlash over their slow response, and for only temporarily suspending Paul’s ad revenue (which was quickly restored in less than three weeks). However, the harsh lesson YouTube took from this was to place stricter regulations on the content that was being released to the public — by raising the standards of which creators are eligible to join the Partner Program, YouTube hopes to prevent monetization of inappropriate videos. As YouTube is gradually transforming into an industry that relies on shock value and drama for views and attention, perhaps we should pause and reconsider the original purpose of this platform. What was once a place for people to express their creativity is no longer safe from the claws of commercialism, as YouTube struggles to maintain the balance between creative freedom while upholding its authority as a company. On a brighter note, thanks to YouTube, I discovered a new passion for filming and video editing. I am proud to say that I am part of a three-person YouTube channel known as Sweet Potato Island, that focuses on sharing college experiences as international students at NTU, as well as sharing our love for Taiwan. Although it’s not even been a year since we started out and we only just surpassed a humble milestone of 100 subscribers, we all hold this channel very close to our hearts. Maintaining a YouTube channel has proven to be a huge commitment that requires a lot of time and effort, and I have nothing but respect for my fellow YouTubers. In conclusion, despite its tendency of breeding controversy, YouTube is innately a platform intended for sharing and promoting creativity, and my only wish is for it to remain a positive source of inspiration. a
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The Taida Student Journal has been active since 1995 with an ever-changing roster of student journalists at NTU. Click the above link to read about the authors Archives
May 2024
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