YouTube is a platform where the number of subscribers or viewers is a way of measuring success. As YouTube establishes itself as a professional entertainment industry, the stakes and rewards for content providers are getting higher. Therefore, increasing the pressure on YouTubers to keep their audience happy, this affects content in all types of ways.
YouTube has been able to maintain a uniquely personal relationship between their creators and viewers. This is different to the relationship between other celebrities and their followers. Arguably, the stars of YouTube are more relatable.
The choice in the type of videos uploaded is more interactive as many You Tubers ask for their audience to request their desired subject content. The comment section offers the viewers to give their instant feedback which content providers can choose to use to improve their videos. Many videos cater specifically for the audience’s needs e.g. tutorials and product reviews.
Others just satisfy our curiosity into other peoples lives or material belongings.
Although the purpose of Zoella’s ‘What’s In My Bag?’ video is unclear, it is clearly popular, accumulating 5,007,246 views and 157,095 likes.
However, as YouTube personalities become celebrities, the more interested advertisers/brands become in their reach. Hence, the growth of sponsored videos. The type of brand a YouTuber chooses to endorse is ultimately dependent on if it will interest their audience demographic. Another way in which the audience can shape the content.