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Flipbook for Film 260 - Summer 2014.
Citation preview
The Rise of the
Online Celebrity
By Marco Pagotto Image by Ben Alman cc via Flickr
In 2013, the
television industry
saw a decline in
both paid
subscriptions and
viewership.
Image by Karin Beil cc via Flickr
now reaching more US adults aged 18-34 (a
key demographic) than any cable network.
At the same time, is growing,
Images from YouTube cc via Wikimedia Commons
“The Internet is going to replace TV by producing
content without network gatekeepers… Most
cable channels have given up on “narrowcasting,”
unable to make money on niche audiences.
YouTube has the chance to fill the void.” – Jaime Weinman, Maclean’s
Image by CMDavid cc via Wikimedia Commons
The growth of YouTube has spawned a whole
crop of online celebrities.
Image by Dave Dugdale cc via Wikimedia Commons
They are able to create a closer connection with
fans through their niche content and more personal
interaction.
Image by Tyler Pruitt cc via Flickr
PewDiePie, a Swedish video gamer, currently
has the most subscribed channel on YouTube.
Image by SamiDiPasquale cc via DeviantArt
YouTube analytics website Social Blade estimates
that PewDiePie earns between $2 million and $16.8
million a year from his videos.
Image by Dustin Moore cc via Flickr
VidCon, an annual conference devoted to creators of
online video, brings together YouTubers and their fans.
Image by Gage Skidmore cc via Flickr
In 2013, VidCon
was attended by
over 12,000 people.
Image by kevin cc via Flickr
“VidCon is for people who love online video. Independent
creators, enablers, viewers and supporters of all kinds. The
ways that we entertain, educate, share, and communicate
are being revolutionized. The creators attending and on-
stage at VidCon are central to that revolution.” – VidCon.com
Image by Gage Skidmore cc via Flickr
This sense of collaboration and the social aspect of
YouTube is another reason that some YouTubers
are so successful.
Image by Gage Skidmore cc via Flickr
"A lot of video media is one way, but YouTube gives you the
opportunity to have your audience leave comments and make a
video response to your video. A lot of people who get involved start
trading shots and start collaborating. They appear in each other's
channels.” – Michael Markman, YouTuber
Image by Gage Skidmore cc via Flickr
Note: pictured are Hank and John Green, not Michael Markman
Mainstream media
companies have
begun to take notice,
as Simon & Schuster
recently announced
publishing deals with a
group of highly popular
YouTube celebrities.
Image by SmiileyMiiley cc via Wikimedia Commons
“The deal represents an acknowledgment by traditional
media companies that YouTube celebrities are more than just
niche entertainers with quirky appeal, and can be marketed
to a broader audience.” – Brooks Barnes, The New York Times
Image by David Shankbone cc via Wikimedia Commons
Beyond YouTube, Twitter-owned Vine (where users
post six-second videos) also has its own new set of
celebrities.
Image by Howard Ignatius cc via Flickr Logo by Twitter cc via Wikimedia Commons
"We're not talking
about hundreds of
thousands of dollars but
it's enough to live. So I
can say I am making a
living out of Vine. So do
20 other people." – Jerome Jarre, Vine celebrity
Image by TEDxYouth@SanDiego cc via Flickr
An advantage these new celebrities have over
traditional television is the international reach of
online video platforms.
Image cc via Ecuavisa Note: picture is a still from the Norwegian Army’s Harlem Shake video.
80% of YouTube’s traffic comes from outside
the US.
Image by Jason Bagley cc via Flickr
It is clear that the rise of the internet celebrity is
playing a role in the demise of the television
industry as we know it.
Image by Satish Krishnamurthy cc via Flickr
The niche markets and increased fan interaction allowed
through online media have given online celebrities a
creative outlet and a path to succeed.
Image by Tyler Pruitt cc via Flickr
Sources • http://www.nytimes.com/2014/05/22/business/media/media-companies-join-to-extend-the-brands-of-
youtube-stars.html?hpw&rref=technology&_r=1
• http://www.macleans.ca/i/?ap=http%3A//www.macleans.ca/economy/business/youtubes-exclusives/&ac=houseinter&aa=%2Frogers.publishing%2FMacleans.CPGBusiness&at=10
• http://www.independent.co.uk/life-style/gadgets-and-tech/features/famous-for-six-seconds-the-celebrities-of-vine-9093986.html
• http://vidcon.com/about
• http://www.usatoday.com/story/tech/columnist/talkingtech/2013/08/04/vidcon-brings-out-youtube-fans/2616897/
• http://www.tubefilter.com/2014/01/09/pewdiepie-breaks-20-million-youtube-subscribers/
• http://socialblade.com/youtube/user/PewDiePie
• http://www.bloomberg.com/news/2014-03-19/u-s-pay-tv-subscriptions-fall-for-first-time-as-streaming-gains.html
• http://bgr.com/2013/09/27/broadcast-television-ratings-decline/
• http://www.youtube.com/yt/press/statistics.html
All images sourced under Creative Commons licenses. Image by Gage Skidmore cc via Flickr