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