If streaming video followed the broadcast model, YouTube—in partnership with governments around the world—could also subsidize research into creating educational content specifically for YouTube, and into how best to deliver it to children. The company could invest in research to develop the best quantitative signals for educational programming, so it could recommend that programming to viewers its algorithm believes to be children. It could fund new educational programming, just as broadcasters have been required to do for decades. (“We are always looking for ways to build the educational content offering in the app in a way that’s really fun and engaging for kids,” Ducard said.)
I don’t mean the kind of corruption that regularly sends lowlifes like Rod Blagojevich, the Democratic former governor of Illinois, to prison. Those abuses are nonpartisan and always with us. So is vote theft of the kind we’ve just seen in North Carolina—after all, the alleged fraudster employed by the Republican candidate for Congress hired himself out to Democrats in 2010.
ChuChu does not employ the weird keyword-stuffed titles used by lower-rent YouTube channels. The company’s titles are simple, sunny, consistent. Its theory of media is that good stuff wins, which is why its videos have won. “We know what our subscribers want, and we give it to them,” Chandar says. ChuChu says it adds roughly 40,000 subscribers a day.
Consider start-up costs. Your start-up costs largely depend on the type of content you're putting out. For "Pittsburgh Dad," the cost to launch the show was virtually nothing, Preksta says. The first episode required just three supplies: Preksta's iPhone, a polo shirt from Goodwill and a pair of glasses. The show hasn't required much of an investment in technology since, "At the end of the day, it's me, Curt and a couple of lights," Preksta says.
On the other side lie many, many YouTube users who visit the site for other reasons and other forms of entertainment, and who arguably aren’t interested in supporting the cult of personalities that might be said to represent “old-school” YouTube. Instead, they come to the site for music, memes, narrative media, instructional videos, and more general forms of content consumption and entertainment.
On February 28, 2017, in a press announcement held at YouTube Space Los Angeles, YouTube announced the launch of YouTube TV, an over-the-top MVPD-style subscription service that would be available for United States customers at a price of US$35 per month. Initially launching in five major markets (New York City, Los Angeles, Chicago, Philadelphia and San Francisco) on April 5, 2017, the service offers live streams of programming from the five major broadcast networks (ABC, CBS, The CW, Fox and NBC), as well as approximately 40 cable channels owned by the corporate parents of those networks, The Walt Disney Company, CBS Corporation, 21st Century Fox, NBCUniversal and Turner Broadcasting System (including among others Bravo, USA Network, Syfy, Disney Channel, CNN, Cartoon Network, E!, Fox Sports 1, Freeform, FX and ESPN). Subscribers can also receive Showtime and Fox Soccer Plus as optional add-ons for an extra fee, and can access YouTube Premium original content (YouTube TV does not include a YouTube Red subscription).
Still, one of the main ways (or easiest) to earn money on YouTube is through YouTube running ads on your videos. Once you get a certain amount of views, you can connect your account to a Google AdSense account, which will allow you to start earning money on your videos, according to USA Today. In order to qualify, you reportedly now need (as of January 2018) 4,000 watch hours in the past 12 months, plus 1,000 subscribers to join the YouTube Partner Program (which will get you ads and therefore cash from your channel).
According to ChuChu, its two largest markets are the United States and India, which together generate about one-third of its views. But each month, tens of millions of views also pour in from the U.K., Canada, Mexico, Australia, and all over Asia and Africa. Roughly 20 million times a day, a caretaker somewhere on Earth fires up YouTube and plays a ChuChu video. What began as a lark has grown into something very, very big, inflating the company’s ambitions. “We want to be the next Disney,” Chandar told me.
Both private individuals and large production companies have used YouTube to grow audiences. Independent content creators have built grassroots followings numbering in the thousands at very little cost or effort, while mass retail and radio promotion proved problematic. Concurrently, old media celebrities moved into the website at the invitation of a YouTube management that witnessed early content creators accruing substantial followings, and perceived audience sizes potentially larger than that attainable by television. While YouTube's revenue-sharing "Partner Program" made it possible to earn a substantial living as a video producer—its top five hundred partners each earning more than $100,000 annually and its ten highest-earning channels grossing from $2.5 million to $12 million—in 2012 CMU business editor characterized YouTube as "a free-to-use ... promotional platform for the music labels". In 2013 Forbes' Katheryn Thayer asserted that digital-era artists' work must not only be of high quality, but must elicit reactions on the YouTube platform and social media. Videos of the 2.5% of artists categorized as "mega", "mainstream" and "mid-sized" received 90.3% of the relevant views on YouTube and Vevo in that year. By early 2013 Billboard had announced that it was factoring YouTube streaming data into calculation of the Billboard Hot 100 and related genre charts.
Like any good mogul, Fischbach is diversifying: In October, he cofounded an athleisure line, Cloak, with fellow list member Seán McLoughlin, better known as “Jacksepticeye” (No. 8, $16 million). The workout line includes $85 sweaters and $35 T-shirts. Even if they intend to exercise nothing more than their thumbs, fans have snapped the gear up: The presale items sold out in 48 hours.
To an adult, the appeal of ChuChu videos is not totally obvious. On the one hand, the songs are catchy, the colors are bright, and the characters are cute. On the other, the animation is two-dimensional and kind of choppy, a throwback to the era before Pixar. And there is a lot of movement; sometimes every pixel of the screen seems to be in motion. Krishnan and Chandar believe that any given shot needs to include many different things a child could notice: A bird flying in the background. Something wiggling. These things hold kids’ attention.
In October 2010, Hurley announced that he would be stepping down as chief executive officer of YouTube to take an advisory role, and that Salar Kamangar would take over as head of the company. In April 2011, James Zern, a YouTube software engineer, revealed that 30% of videos accounted for 99% of views on the site. In November 2011, the Google+ social networking site was integrated directly with YouTube and the Chrome web browser, allowing YouTube videos to be viewed from within the Google+ interface.