Several generations of people have grown up with a
firm attitude: everything that television broadcasts is authoritative, people
can believe without hesitation. The Internet destroyed this connection, and the
new generation had to look for its own reference point. And if the generation
of X turned out to be a transitional one in this sense, then "Millennials"
born after 1981 remained with the Network one on one. And there was a YouTube
boom.
Math lesson
According to the Acumen Report, which included a
two-week online forum, online and offline interviews of young people aged 13 to
24 living in the US, 88% of them spend an average of 6.2 hours per week on the
Web. 67% of respondents can’t imagine their lives without YouTube, and 48%
without social networks. And only a third indicated the source of entertainment
as TV. Why should you watch a video? 77% do it to cope with boredom, and 57% -
to cheer themselves up. The YouTube site is loaded every minute with 300 hours
of video - mathematics will immediately become entertaining if you multiply
that number by day, month, year.
One of the theories of phenomenal attractiveness of
YouTube is a rebellion of a new generation. Video is simply the code by which
young people communicate with each other, while adults fall out of this
cultural context. This is their territory, their rock and roll.
The kids are all right
Conditionally
video can be divided into categories. Among them - Challenges (it's like "MythBusters",
but at a very primitive level), "what's in my bag?", Let’s play
(passing games with comments), beauty blogs, comedy channels and so on. Some of
the most popular are the channels for unpacking, the interest to which grew by
57% compared to last year. To see all the videos with this tag, published on
the Web for the year, you will need more than seven years.
The first place on the top 100 Russian YouTube channels was taken by "EeOneGuy" - the channel of the 21-year-old video blogger Ivan Rudsky, who already collected more than 11.6 million followers, earned money and moved in Los Angeles! Ivan is a typical representative of the generation of "millenial" on YouTube: he has videos mounted in acid colors, peculiar humor, a hysterical manner of talking and a sweet smile.
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| EeOneGuy (Ivan Rudsky) |
Now
it’s fashionable to call popular bloggers “digital influencers”. YouTube-mania
turned the minds of not only the subscribers of online content, but also became
a real consumer revolution for brands. One of the first to respond to the new
request was the beauty industry - when the videos shot by bloggers immediately
increase the sales volume for a specific link, you will not argue with numbers.
In 2015, the first Russian festival for YouTube
bloggers "Vidfest" was held in Moscow.
For two days the festival was
attended by more than 10,000 people, 5,000 autographs were distributed, 50 top
video bloggers participated. Probably, this is the turning point, when we have
to acknowledging that new generations have their own reference point and their
own way of communicating with the world.
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| Vidfest in Moscow 2017 |
Hello Alina, thank you for sharing this. as a former Youtube creator and now active user, I could totally relate with your thoughts. Growing up, everything was about television, up until 2006. After 12 years of using Youtube, I really cannot imagine what is going to follow after Youtube declines, if it ever does.
ReplyDeleteWhat is interesting is that Youtube is also now providing movies for streaming, as well as Youtube TV and Music. I truly think that we are only seeing the beginning of what is to come in the world of Youtube.
Hi Stefan! I totally agree with you! That is so interesting how it's going to change in future!
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