The results reflect YouTube’s struggles to expand its core audience beyond teens and tweens. Many YouTube users treat the site as a video repository to be accessed from links or embedded video players posted elsewhere, rather than visiting YouTube.com daily. Google executives want them to turn on YouTube the way they turn on television, as a habit, where they can expect to find different “channels” of entertainment.
YouTube has focused on developing online personalities such as video game player PewDiePie, music video specialist Smosh and style guru Michelle Phan. Driving much of the traffic to YouTube, analysts say, are multichannel networks such as Fullscreen, Maker Studios, SonyBMG and Whistle Sports. Google has bought stakes in multichannel networks such as Vevo and Machinima, analysts say, to ensure their content stays on its website.
The SEC late last year prodded the company to explain why it doesn’t share YouTube data, according to regulatory filings in February. Accounting rules require companies to disclose revenue for operating segments that account for 10% of a company’s total revenue, profit or combined assets. YouTube’s numbers are included in Alphabet’s advertising figure.
Advertisers only pay when someone clicks an ad or watches for 30 seconds. This is why you can’t tie your channel views to dollars. If your video gets ten million views but nobody watches or click the ads, you don’t make any money. This is how I’m able to make $1 per 25 views. Advertisers pay big money to get their ad in front of specific and targeted audience.
On January 27, 2015, YouTube announced that HTML5 would be the default playback method on supported browsers. YouTube used to employ Adobe Dynamic Streaming for Flash, but with the switch to HTML5 video now streams video using Dynamic Adaptive Streaming over HTTP (MPEG-DASH), an adaptive bit-rate HTTP-based streaming solution optimizing the bitrate and quality for the available network.
But from where I’m sitting, these videos are a lot like the TV show Jackass – which was on MTV between 2000 and 2002. The show featured self-injuring stunts including inserting a toy car into one cast member’s anus, snorting wasabi, and tattooing in a moving off-road vehicle. The show was broadcast before 10pm, prior to a campaign led by US Senator Joe Lieberman to remove it.
As far as I am presently aware, the true fact stands that YouTube is valued by multiple sources at around $100 billion, and they absolutely are taking a massive cut from content creators. Regardless of their exact numbers, the fact remains that they are taking a massive cut that could otherwise go directly to content creators, that absolutely, unequivocally makes the difference for many of those creators between profitability and operating at a loss.
Of course, influencers have their own interests to look out for, too. “The process of creating a brand campaign is holistic, and the cost is not standard,” says Natalie Alzate, the woman behind NataliesOutlet, a YouTube channel with almost 6 million followers. “My manager, agent, and attorney work hard to ensure that each campaign is a success, which is measured by whether the fans respond to it as well they do to non-sponsored content.”
Make your videos with a specific type of person in mind. This is basic advertising 101; identifying your target demographic. Don’t tell me that your demographics are 21 – 55 year old women. This is the shotgun approach that’s too general and vague. Do you talk to a 21 year old girl the same way you’d talk to a 55 year old lady? Of course not. Define your audience and create videos that’s catered to them.
For kids to have the best chance of learning from a video, Johnson told me, it must unfold slowly, the way a book does when it is read to a child. “Calmer, slower-paced videos with less distracting features are more effective for younger children,” she said. “This also allows the video to focus attention on the relevant visuals for the song, thus aiding in comprehension.”
In 2013, YouTube introduced an option for channels with at least a thousand subscribers to require a paid subscription in order for viewers to watch videos. In April 2017, YouTube set an eligibility requirement of 10,000 lifetime views for a paid subscription. On January 16, 2018, the eligibility requirement for monetization was changed to 4,000 hours of watchtime within the past 12 months and 1,000 subscribers. The move was seen as an attempt to ensure that videos being monetized did not lead to controversy, but was criticized for penalizing smaller YouTube channels.
In May 2013, creation of live streams was opened to verified users with at least 1,000 subscribers; in August of that year the number was reduced to 100 subscribers, and in December the limit was removed. In February 2017, live streaming was introduced to the official YouTube mobile app. Live streaming via mobile was initially restricted to users with at least 10,000 subscribers, but as of mid-2017 it has been reduced to 100 subscribers. Live streams can be up to 4K resolution at 60 fps, and also support 360° video. In February 2017, a live streaming feature called Super Chat was introduced, which allows viewers to donate between $1 and $500 to have their comment highlighted.
The choice of the name www.youtube.com led to problems for a similarly named website, www.utube.com. The site's owner, Universal Tube & Rollform Equipment, filed a lawsuit against YouTube in November 2006 after being regularly overloaded by people looking for YouTube. Universal Tube has since changed the name of its website to www.utubeonline.com. In October 2006, Google Inc. announced that it had acquired YouTube for $1.65 billion in Google stock, and the deal was finalized on November 13, 2006.