Entry #13: Critical Essay | YouTube as Commodity
In today’s age of everything fast-paced, we need technology that can keep up with us. Even entertainment should be accessible to one. It should be granted almost instantly, at the tip of his/ her fingers and within reach. That is why online video sites are so popular nowadays and YouTube is the biggest, grandest, highest earning of them all.
Launched in 2005, YouTube has transformed from being a site dedicated to amateur videos to an avenue for original content. It was founded by former PayPal employees Chad Hurley, Steve Chen, and Jawed Karim Users, both content creators and viewers alike, skyrocketed to watching four billion hours’ worth of video a month and uploading seventy-two hours’ worth of video every minute (Dickey, 2013). It has also helped in launching the careers of now global sensations Justin Bieber and Korean superstar Psy. Further, in just one year, Google saw Youtube’s potential and acquired the rapidly-growing video-sharing site for 1.6 billion dollars in October 2006. Content creators or commonly called ‘YouTubers’ are also some of the most influential and highest-earning internet celebrities in the world. According to Business Insider (2016), YouTube’s highest-earning star Felix Arvid Ulf Kjellberg or Pewdiepie, acquired a massive 15 million dollars in 2016 for his enormously popular channel with fifty million subscribers. Additionally, YouTube’s biggest stars are being sponsored by international companies to use their videos for advertising and promoting the brand in addition to making a name for themselves.
With YouTube gradually turning from a solely video-sharing site that promotes original and creative content to an arena for advertising, brand promoting, and capitalism, how is it not different from television ads or streaming websites that acquire your money in exchange for entertainment? The products that one sees in a famous YouTuber’s video will unconsciously cause a bias for a viewer to buy or favor it.
People go to YouTube for new and fresh content. Viewers initially liked the idea of this video-sharing site because it promotes original and creative content that is different from what mainstream media advertises. However, with the current trend that we are seeing, YouTube is not far from morphing into another money-sucking avenue for the elites. YouTube, its videos, and its content creators are deeming a petty disguise to a new form of capitalism hiding behind smiling faces, light humor, and so-called ‘fresh’ ideas.
Business Insider. (2016, December 9). YouTube stars who made the most money in 2016. Retrieved from http://www.businessinsider.com/youtube-stars-who-make-the-most-money-in-2016-2016-12/#no-1-pewdiepie-15-million-10
Dickey, M. (2013). The 22 Key Turning Points In The History Of YouTube. Retrieved from http://www.businessinsider.com/key-turning-points-history-of-youtube-2013-2?op=1/#ad-hurley-registers-the-trademark-logo-and-domain-of-youtube-on-valentines-day-2005-1