Make Room for the Big Boys on Youtube
How can native YouTubers compete as Network TV clips take over.
Late Night Viral:
|Fallon takes on Ferrell and Hart in a lip sync battle|
Unreel’s AI is able to pick up on trends about which videos are going viral. On a daily basis, if you watch our Trending channel or LOL channel for even a few minutes, you are bound to hit a late night talk show clip. Fallon, Kimmel, Conan, and a host of others have begun creating content on their show with the intent that it will be a viral hit on YouTube.
YouTube would not be what it is today without the countless number of content creators who made a name for themselves on the site. These YouTube celebrities helped lift the site into the behemoth it is in part by creating passionate communities of fans and supporters. As YouTube has grown and become a true alternative to cable TV, it has increasingly attracted network producers, who use it as an engine to win viewers they normally would not reach.
“Youtube and advertisers will come in and say see look, the tv stars the tv shows they still have the most power they still have the most draw, and all of you YouTubers are just some weird niche, weird audiences that aren’t really that valuable.” -Phillip Wang
YouTubers used to compete amongst themselves for viewership. It was a fair situation of somewhat equal resources and celebrity appeal and allowed for content that would have never seen the light of day on broadcast television to grab an astonishing amount of followers. Now that content is being put head to head with star studded clips of TV shows with inflated budgets, and undoubtedly the native content often looses out. Go to the home page of YouTube today and late night talk shows are bound to be among the featured videos.
|MatPat and Markiplier try to beat a monkey at chess|
At the end of the day, YouTube’s priority is to attract as many eyeballs to its videos each day, and hope as many as possible go viral. If Fallon and Kimmel clips are popular and make viewers happy then that’s what YouTube will push. YouTube star Tyler Oackly proposed collaboration as a way to help both sides remain relevant on the platform, “If your gonna be playing in our playground, at least come hang out with us. Lets do stuff together.” It is up to the native content creators, who became famous for being innovative on the site, to push the envelope further, and find a way to compete with the networks, because this is only the beginning.
Youtubers react to Jimmy Fallon