Mil­lenials choose YouTube over TV as me­dia moves to phones

The Myanmar Times - - Pulse -

A ME­DIA rev­o­lu­tion is tak­ing place, and most peo­ple over 35 years of age aren’t tuned in.

Mil­len­ni­als and their suc­ces­sors are shun­ning old-school tele­vi­sion in favour of watch­ing what they want when­ever they wish on Google-owned YouTube or other video plat­forms like Dai­ly­mo­tion or Face­book.

“Young peo­ple don’t re­ally watch TV any more; they watch on­line videos that are shorter and more tal­ent-driven,” says Fa­bi­enne Four­quet, a for­mer ex­ec­u­tive at A&E Tele­vi­sion and France’s Canal+ who now heads the mul­ti­chan­nel net­work 2btube.

“They don’t want to be Hol­ly­wood stars when they grow up, they want to be YouTu­bers. There is this whole other world.”

The new mul­ti­chan­nel net­works, or MCNs, are tal­ent agents of sorts for cre­ators of videos shared at on­line venues.

They help cre­ators, of­ten re­ferred to as YouTu­bers, with video pro­duc­tion and pro­mo­tion along with find­ing part­ners or spon­sors in re­turn for a per­cent­age of rev­enue.

Four­quet said pop­u­lar sub­jects in­clude mu­sic, com­edy, sports, video games, fash­ion and beauty.

She noted that three-quar­ters of her view­ers were younger than 34 years of age, and half were un­der 25.

“There are very few of us old peo­ple,” Four­quet said.

Self-de­scribed YouTu­ber Caro­line Ar­tiss has been a chef for 20 years, but opted out of restau­rants and went to work for her­self in ca­ter­ing in 2008. Then, a friend showed her how sim­ple it was to make videos for YouTube.

“It was just me and a tri­pod in my kitchen,” Ar­tiss told AFP.

“Then peo­ple start­ing tun­ing in from all over the world.”

She re­counted cook­ing her way across the United States for a mul­ti­episode show af­ter catch­ing eyes at BBC Amer­ica and a tele­vi­sion net­work in Malaysia.

Ar­tiss said she ap­proaches her cook­ing videos from the per­spec­tive of a sin­gle mom – short on money and time but need­ing to feed a fam­ily.

She was signed on by a video net­work that de­scribes it­self as be­ing tai­lored for a mo­bile gen­er­a­tion and fo­cused on “tastemak­ers” shar­ing pas­sion for food and travel.

“It still blows my mind,” Ar­tiss said.

“I am com­ing from a sin­gle mom, liv­ing in Lon­don, strug­gling to pay my bills to hav­ing an op­por­tu­nity to start my own TV chan­nel in a way.”

Ar­tiss teamed with other chefs to open Gor­geous Kitchen restau­rant at Lon­don Heathrow air­port.

She has a cook­book due out later this year and works with Youth Pol­icy In­sti­tute to raise money to get fresh pro­duce to low-in­come fam­i­lies.

An an­nual Vid­con gath­er­ing in South­ern Cal­i­for­nia has be­come a hot venue for YouTu­bers to con­nect with busi­ness op­por­tu­ni­ties and ec­static fans.

Some 25,000 peo­ple were re­ported to have at­tended this year’s Vid­con, which took place in June.

“With the on­set of dig­i­tal video plat­forms and the fact that ev­ery­one has a smart­phone in their pock­ets, we have democra­tised be­ing a cre­ator,” said Pal­adin co-founder James Creech, whose Cal­i­for­nia com­pany spe­cialises in tech­nol­ogy for find­ing budding stars in a vast uni­verse where any­one can post con­tent on­line.

“A 17-year-old in his or her own bed­room can com­pete with the likes of CBS and build an au­di­ence that would ri­val a ma­jor me­dia com­pany.”

Keys to hit on­line videos in­clude be­ing cre­ative and reg­u­larly post­ing con­tent, ac­cord­ing to Creech.

Am­a­teurs can out­shine pol­ished pro­fes­sional con­tent with au­then­tic con­nec­tions that make view­ers think of them as friends, he said.

“Reg­u­lar TV is about car­toons and YouTube is about real peo­ple and the games I like,” 11-year-old Cal­i­for­nia boy and on­line video fan Henry Craw­ford told AFP. “Tele­vi­sion is tom­fool­ery.” Pal­adin in­dexes mil­lions of chan­nels, pro­vid­ing an­a­lyt­ics that can nar­row down videos by pop­u­lar­ity, topic, lan­guage and more.

The YouTube chan­nel with the most sub­scribers is that of Swedish video maker and co­me­dian PewDiePie, who pro­vides cap­ti­vat­ing com­men­tary while play­ing video games.

Hot on­line video trends in­clude “un­box­ing”, in which peo­ple film them­selves or oth­ers open­ing pack­ages with un­known con­tents.

A pop­u­lar YouTube chan­nel called Hy­draulic Press fea­tures videos of things be­ing crushed by just that piece of equip­ment.

Ama­zon-owned Twitch on July 1 an­nounced that it is ex­per­i­ment­ing with a new “So­cial Eat­ing” cat­e­gory in which peo­ple stream­ing broad­casts on the ser­vice so­cial­ize with view­ers over meals.

Tra­di­tional me­dia com­pa­nies would be wise to be wor­ried by the trend, ac­cord­ing to Creech.

“It’s a huge dis­rup­tion,” Creech said. “We are in the midst of a rev­o­lu­tion in me­dia and it is very ex­cit­ing.” –

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