YouTubers: How YouTube Shook Up TV and Created a New Generation of Stars

en Limba Engleză Hardback – mai 2019

‘Essential reading.’ – ESQUIRE

‘Both absorbing and highly illuminating’ – THE BOOKSELLER

‘No one understands the intricacies of YouTube like Chris Stokel-Walker’ – THE ATLANTIC

Two billion people watch YouTube and it reaches deep into everyday lives.

Its creators start new trends, popularise new songs and games and make and break new products. Yet while they are famous to billions of mostly young people, they mostly remain a mystery to the general public and mainstream media. What is the secret of their appeal? How do they cope with being in front of the lens – and who is behind their success?

More than 100 insiders spoke candidly to teach journalist Chris Stokel-Walker for this first in-depth independent book on YouTube. YouTubers is the only book you need to understand YouTube, its ownership by Google, its deal for stars and its ecosystem of talent managers, advertisers and marketers.

It is a richly-layered deep dive into YouTube brimming with lively characters, engaging facts, and influencer case studies. It is an ideal guide for any media studies students, advertisers, brand managers and business people who need to understand YouTube professionally. And for any non-fiction reader interested in a gripping business and technology saga dripping with big money, ruthlessness, determination and ambition.

YouTubers starts by charting the platform's launch in a boring 19-second video of the elephant enclosure at San Diego Zoo – which has now had 242 million views. YouTubers then moves onto the first oddball videos before the site found success by showing comedy clips from the TV show Saturday Night Live.

YouTubers reveals how YouTube saw off its emerging rivals in the online video battle of the 2000s and was bought by the search engine specialist Google. With Google's billions and boosted by smartphones, YouTube became the dominant video platform.

Bloggers started to create engaging, fast-cut videos that capitalised on the intimate relationship between creator and user – a 'parasocial' relationship stronger than the bond between TV presenter and viewer. By ceaselessly urging their followers to tap the like, comment and subscribe buttons, these creators helped YouTube's rise to global domination.

YouTubers speaks to YouTube stars KSI, Hank and John Green and delves into the lives of child star MattyB, the training camp for aspiring teenage bloggers, the YouTube stunts that go wrong and the increasing efforts of creators to earn money from Patreon. And it tackles the platform's Muslim extremism, red-pilling, and its content guidelines and censorship.

YouTubers asks how YouTube can take on the threat from other big platforms such as Instagram and Facebook.

In short, YouTubers tells the riveting story of the exponential growth of YouTube from single home video to global tech phenomenon. It is the best and only book you need to read on YouTube.

Extract

Introduction

One spring afternoon Casey Neistat uploaded a video lasting five minutes and twenty-two seconds to YouTube. In the style of so many YouTubers, he looked straight into the camera and aired his opinion on a matter of importance. As the elder statesman on the platform, Neistat’s words carry weight. He can make or break products and careers — and this video was no different. Seconds after he uploaded his video to YouTube via his superfast broadband at his creative headquarters in New York, it was available worldwide to four billion people: everyone on Earth with an internet connection. Millions of Neistat’s subscribers instantly received a notification telling them that one of YouTube’s most influential stars was again speaking directly to them.

Across the world in apartment blocks, restaurants, bedrooms and bathrooms, phones pinged, buzzed and beeped. Hundreds of thousands of people instantly watched what Neistat had to say. Wearing dark glasses, his hair streaked blond, Neistat vented his frustration at the way the media was second-guessing the motivations of YouTubers; and he wanted to single out one journalist in particular. In the comments section underneath his video his fans began discussing the question he posed: did people post videos on YouTube for the fame and fortune — or just to express themselves?

YouTube is a kaleidoscope of visual and audio content that mimics the richness, quirkiness, beauty and madness of human life. Every day its users upload videos on everything from pop music to politics, fashion to plumbing, and cars to fishing. The topics are as diverse (and as random) as the world itself. Want to watch racing pigeons, cut a perfect bob, discuss Che Guevara, speak Mandarin, or play guitar? YouTube can offer that, instantly. Want to relax while seeing boiled sweets made the old-fashioned way? Load up Lofty Pursuits. Have a hankering to watch a man meticulously scratch away the foil on 200 lottery playing cards to see if he can win back his outlay? Type ‘moorsey scratchcards’ into your search bar and reap the rewards.

Whether giving sex advice, posting football clips or simply splicing together footage to create an action-packed vlog, video makers want to communicate with and be seen by YouTube’s 1.9 billion registered users. Some hope that, like Casey Neistat, they too will one day set off pings across the world. For a few, notifications mean that millions of fans are watching them and their view counters are whirring upwards, along with their bank balances. Elite influencers are creative and dynamic and get to do what they want all day long. Unsurprisingly, becoming a YouTuber is the job children most covet.

They understand the platform’s extraordinary growth. YouTube is expanding so fast that outsiders can’t accurately measure its size. An estimated 576,000 hours of video are added daily to YouTube – vastly more than the new releases on Netflix. In October, November and December 2018, Netflix added 781 hours of original content, while 53 million hours of footage likely went onto YouTube. It would take you 35 days to watch the new Netflix content non-stop. You’d still be watching the YouTube uploads in the year 8069.

YouTube’s rise has been swift. In little more than a decade, it has moved from an oddity broadcast on bulky grey computer monitors to mass media entertainment viewed on ultra-thin, wall-mounted 55-inch televisions. In the past five years, YouTube viewing has rocketed from 100 million hours a day to one billion hours a day.

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Specificații

ISBN-13: 9781912454211
ISBN-10: 1912454211
Pagini: 352
Ilustrații: glossary; bibliography
Dimensiuni: 153 x 234 x 32 mm
Greutate: 0.59 kg
Editura: Canbury Press
Colecția Canbury Press

Cuprins

PART I. POWER AND BEGINNINGS
1. UPLOADING: CASEY NEISTAT AND THE POWER OF YOUTUBE. Introducing the power and reach of YouTube, now owned by Google, by focussing on the single post uploaded by a YouTube veteran. Mentions YouTube registered users, YouTube extraordinary growth, Netflix, Facebook, television, American cable network HBO

2. JAKE PAUL: CARS, MONEY, AND A BURNING SWIMMING POOL. A character portrait of a leading YouTuber – the brother of Logan Paul and resident of a mansion with a pool in Los Angeles. Mentions Tesla, Lamborghini, merchandise shop, Ohio, Beverly Grove, California, YouTube persona, Audemars Piguet Swiss watches

3. ME AT THE ZOO: JAWED KARIM AND THE WORST VIDEO OF ALL TIME. The launch of YouTube, featuring the video Me At The Zoo shot by co-founder Jawed Karim, who joined forces with Steven Chen and Chad Hurley, backed with investment from Sequoia Capital. Mentions Ask Jeeves, Altavista, Google

4. VIRAL COMEDY: YOUTUBE LAUGHS ALL THE WAY TO THE BANK. YouTube's big breakthrough comes when comedy clips from TV shows such as Saturday Night Live go viral. Mentions Lazy Sunday, NBCUniversal, Jorma Taccone, copyright infringement, Grouper, Viacom, lonelygirl15, Michael Buckley, WhatTheBuck?

5. GRACE HELBIG AND THE FIRST STARS OF VLOGGING. How the first creators exploded in popularity, looking at case studies such as Grace Helbig and Michael Buckley. Mentions multi-channel networks, YouTube salary, VidCon, Vlogbrothers, Philip DeFranco, YouTube managers, MCN, YouTube secrets, YouTubers

6. FROM RUSSIA TO LATIN AMERICA: YOUTUBE GOES GLOBAL. Charting how YouTubers gained fame across the world, featuring the biggest Spanish-language YouTube channel Enchufe.tv, the Brazilian music video star Kondzilla and the Russian game player FROST. Mentions Martin Dominguez, Ecuador, El Rubius, Paladin

PART II. ENGINE ROOM: HOW YOUTUBE WORKS
7. THE ALGORITHM: YOUTUBE’S SECRET FORMULA. Explaining the secret computer code that matches YouTubers to viewers and determines who will become a star. Mentions PewDiePie, Google Brain, artificial intelligence, VideoDays, Jim McFadden, YouTube Kids, Little Monster Media Co, Charlieissocoollike

8. POLICING YOUTUBE: EXTREMISM AND THE ADPOCALYPSE. How conspiracy theorists got away with bogus claims in online videos before Google belatedly started cutting ad revenue from extremists and hoaxers. Mentions David Zublick, QAnon, UFO, Flat Earth, red pill, Alex Jones, Islamic extremism, 9/11 theory

9. SPONSORED CONTENT: THE TALE OF DODIE CLARK AND HEINZ BEANS. How the LGBTQ+ Pride star came to be paid by a grocery brand for advertising its product in a YouTube video. Mentions bisexual, mid-roll ads, pre-roll ads, Fabian Göbel, Carat Global, Beckii Flint, Kwebbelkop, adpocalypse, I Hart Food

PART III. CHARTING THE STARS
10. KNOW YOUR YOUTUBE: ELITE, MACRO-INFLUENCER AND MICRO-INFLUENCER. Marketing agencies have understood and categorised the differing power of YouTubers. Jake Paul, Casey Neistat, influencers, MediaKix, YouTube video views, subscribers, nano-influencer, creators, brand deals, celebrity, terminology

11. ELITE INFLUENCERS: FIGHTING THEIR WAY TO THE TOP. Introducing a new way for YouTube stars to earn money: pay TV events such as at the boxing match between KSI and Logan Paul. Mentions Copper Box Arena, Upload Events, Olajide William Olatunji, Caspar Lee, Joe Weller, Jake Paul, PewDiePie, Zoella

12. CHILD STARS: MEET MATTYB, WHO GETS TWO MILLION VIEWS A DAY. By the time he was 11 American Matthew David Morris had racked up one billion views, the latest in a line of very young YouTubers. Mentions Justin Bieber, Ben Hampton, Troye Sivan, Dua Lipa, Mister Max, Miss Katy, Jacob Sartorius, funniflix

13. MACRO-INFLUENCERS: BEAUTY, CRIME AND DIY. The British YouTuber Eleanor Neale shows how going through 'beauty hauls' of new purchases attracts viewers and sponsorship. Mentions YouTube fanbase, Social Circle, Lucy Moon, Chez Rossi, Ultimate Handyman, Jawed Karim, Justin Bieber, Granny Potty Mouth

14. MICRO-INFLUENCERS: SPEAKING TO A DEVOTED AUDIENCE. Muslim modesty vlogger Eniyah Rana makes a full-time living by serving up videos to a devoted audience. Mentions Asian housewife, hijab, Snapchat followers, Instagram, Bengali, haram, YouTube entrepreneur, Rincey Abraham, Booktube

PART IV. BEHIND THE SCENES: SNAPSHOTS
15. SUMMER IN THE CITY: A GATHERING OF THE INFLUENCERS. With the stars and fans: behind the scenes at the biggest UK event for online video. Mentions London Docklands, Creator Day, YouTubers, content networks, Zoella, Alfie Deyes, VidCon, HelloWorld!, Thomas ‘TomSka’ Ridgewell, Dodie Clark, Taha Khan

16. COLLABORATION: SAPPHIRE BUILDS A CAREER. The 16-year-old YouTube star has already played Wembley twice. She is now looking to collaborate with other creators to increase her appeal further. Mentions VideoDays, Camp Rock, Nick Upshall, uploading videos, Summer in the City, Zoella, famous YouTubers

17. MANAGEMENT: SARAH WEICHEL, STAR AGENT. She represents some of the world’s biggest YouTubers such as Lilly Singh, nickname IISuperwomanII. Mentions PewDiePie, Carson Daly, Zoe Sugg, Alfie Deyes, A to Z Creatives, @Zoella, KSI, Anthony Padilla, Patrick Starrr, VidCon, Hannah Hart, My Drunk Kitchen

18. TRAINING CAMP: WITH THE 11-YEAR-OLD YOUTUBERS. In a villa 20 miles from Madrid, scores of teenage YouTubers are in bikinis and swimming shorts, excitedly chattering over the sound of summer pop hits and Disney songs. Mentions Bastian Manintveld, professional YouTuber, YouTube channels, Maker Studios

19. YOUTUBE SCHOOL: WITH THE ADULT ENTREPRENEURS. How chief executives, advertisers and marketers learn to post videos to attract business. Mentions Brighton, Vlog on the Beach, Caspar Lee, YouTubing basics, Mi Elfverson, Amazon statistics, traditional broadcast media, celebrity vlogger, creator

PART V. CAUGHT IN THE MACHINE
20. PRANKS FOR VIEWS: WHY MONALISA PEREZ SHOT HER BOYFRIEND. The dangerous, sometimes fatal risks creators take to get hit videos. Mentions Pedro Ruiz III, LaMonaLisa, Dammit Boy, Halstad, Curtis Combs, Trikkstar, Laci Green, Sam Pepper, Tyler Oakley, Vlogbrothers, DaddyOFive, TGFBro, Crazy Sumit

21. AUTHENTICITY: THE FOURTH WALL FOR YOUTUBERS. How speaking directly to the camera builds intimacy between presenter and viewer. Mentions lonelygirl15, Bree Avery, Creative Artists Agency, Los Angeles Times, Tyler Oakley, Charlie McDonnell, Facebook, KhanStopMe, Lucy Moon, social media, 2btube

22. BURNOUT: SLAVES TO THE ALGORITHM. Showing how posting online videos can become an exhausting round-the-clock job for workaholic creators, at a cost to their mental and physical health. Mentions YouTube homepage, OlgaKay, Olga Karavayeva, lonelygirl15, Lisa Donovan, popular YouTuber, iMovie, view count

23. FANATICAL FANS: OBSESSIVE RELATIONSHIPS. Singer Christine Grime was shot dead by a YouTube follower in Orlando, Florida. Mentions meet-and-greet, favourite YouTuber, Internet fame, James Charles, Logan Paul, Tom Burns, Zoella, Alfie Deyes, parasocial relationship, Tahj Deondre Speight, VidCon

PART VI. THE BATTLE FOR CONTROL
24. YOUTUBERS FOUND A UNION. Fed up with low earnings from YouTube's advertising revenues or from Multi Channel Networks (MCNs), YouTube influencers strike back. Mentions Grace Helbig, MyDamnChannel, DailyGrace, amateur vlogging, Rhett and Link, Rhett McLaughlin, Hank Green, Internet Creators Guild

25. PATREON: SEEKING INDEPENDENT SUPPORT. Creators discover they can generate income direct from fans and, more particularly, superfans. Mentions Laura Chernikoff, Internet Creators Guild, YouTube AdSense, Pomplamoose, Sean Palmer, Little Monster Media Co, Matt Gielen, secret algorithm, Phil DeFranco

26. MERCHANDISE: FROM BOOKS TO POP SOCKETS. YouTubers capitalise on another source of income - by storming the bookseller bestseller charts. Mentions Zoella, Penguin Books, Girl Online, New York Times bestseller for young adults, Pointless Books, Keri Smith Wreck This Journal, Cordially Invited

PART VII. THE FUTURE: YOUTUBE V TV

27. THE FUTURE: YOUTUBE v TV. YouTube makes it big - big enough to attract Hollywood stars like Will Smith. Mentions James Corden, Jack Whitehall, YouTube Rewind, Kate Stanford, Kevin Hart, Jake Paul, KSI, Dwayne ‘The Rock’ Johnson, Ryan Reynolds, Ellen DeGeneres, Carpool Karaoke, Netflix

28. INVASION OF THE HOLLYWOOD STARS. The likes of Will Smith launch their own YouTube channels. Mentions James Corden, Jack Whitehall, Kevin Hart, YouTube Rewind, Tyler ‘Ninja’ Blevins, Jake Paul, KSI, Ryan Reynolds, Dwayne ‘The Rock’ Johnson, Ellen DeGeneres, Jennifer Lawrence, Wiz Khalifa

29. IS YOUTUBE KILLING TRADITIONAL TV? The shift from terrestrial linear television to on-demand online viewing. Mentions Derek Holder, Little Baby Bum, animated educational videos, El Bebe Productions, CBeebies, Twinkle Twinkle Little Star, Google, L’Oréal, Wheels On The Bus, Justin Bieber,YouTube Kids

30. ONLINE VIDEO WAR: YOUTUBE v FACEBOOK. As it becomes more popular, rival online platforms vie to control internet viewing. Mentions Mark Zuckerberg, Goubran ‘Goubtube’ Bahou, Jahannah James, viral video skits, Major League Baseball, Facebook Watch, BuzzFeed, TikTok, creator cash, Instagram Stories

PART VIII. CONCLUSION
31. A FLAWED WINNER. Mentions Summer in the City, VidCon, YouTubers, peer-to-peer TV, adpocalypse, Elsagate, extremism, YouTube brand deal, conspiracy theories, YouTube stunts, Alice Marwick, James Bridle, TikTok, Amazon, Facebook, Spotify, Kevin Allocca, MeTube, UsTube, YouTube personality,YouTube book

GLOSSARY. Explains terms used in this YouTube book such as algorithm, authenticity, creator, Facebook, haul, influencer, merch, parasocial relationships, Patreon, stanning, streamer, subscriber, TikTok, unboxing, Vine, vlogger, YouTuber

ACKNOWLEDGEMENTS. Mentions Laura Chernikoff, Anthony D’Angelo, Matt Gielen, Zoë Glatt, Harry Hugo, Internet Creators Guild, Wired UK, New Scientist, Bloomberg, Oli Franklin-Wallis, Tom Rowley, Angelika Strohmayer, Bastian Manintveld

NOTES. Full references for the book, such as: 1. Means a Life of Poverty, Casey Neistat, YouTube, accessible at https://www.youtube.com/watch?v=xyVdZrL3Sbo 2. 2. four billion people: everyone on Earth with an internet connection: Internet World Stats, at https://www.internetworldstats.com/stats.htm

INDEX. A full index of mentions within the book, listing media sources, YouTube stars, technology companies etc

Recenzii

No one understands the intricacies of YouTube like Chris Stokel-Walker.

- Taylor Lorenz, The Atlantic
For anyone trying to understand the bonkers world of YouTube, this is essential reading.

- Sam Parker, Esquire
It is smart, sweeping, and significant.

- Simon Clark, YouTuber
It's both absorbing and highly illuminating.

– Caroline Sanderson, The Bookseller
Brilliant, witty and extraordinary... a must-read book for anyone who wants to truly understand the future of media

- Hussein Kesvani, MEL Magazine

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