Making YouTube Pay: YouTubers Versus Bands
Interesting analysis of YouTube phenomenon PewDiePie. The figures are fascinating: The figures are fascinating: Forbes has named Felix Kjellberg (aka PDP), as the top-earning YouTube star on the planet after earning $12 million in the past year (details in an Independent article).
This is the second in a series of YouTube generation posts. See the first one here.
A couple of weeks ago I wrote about Generation Edge – the under 16 millennials – and how they are driving an entire new subculture of YouTube stars that throw the traditional fandom rulebook out of the window. One of the intriguing paradoxes (or at least apparent paradoxes) is how a generation of native YouTube stars can create both vast audiences and revenue while for music artists YouTube is simply a place to build awareness and probably lose net revenue due to YouTube streams cannibalizing paid streams. So how can the model both be broken (for music) and yet buoyant for native YouTuber creators?
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