By going pro, YouTube risks alienating its amateur core

YouTube has bigger fish to fry.

No longer is YouTube just about viral memes and videos of people hurting themselves. The business model of online video is evolving and so too are the site’s priorities.

In October 2011, YouTube embarked on a campaign to attract more professional-grade content to the site, dolling out over $150million in cash advances to professional video creators offering slicker material with higher production value.

With this has come an influx of celebrity. Global superstars Madonna, Ashton Kutcher and Jaz-Z have all been drafted in to host YouTube channels, whilst Hollywood stalwart Tom Hanks is currently working on his own YouTube project.

However, such sweeping changes have left one group out in the cold: the legions of amateur video producers who helped transform the site into the entertainment colossus it is today.

YouTube has made several changes throughout the year that have pulled the rug from underneath the feet of its amateur core. One such change involved forcing users into adopting a more streamlined layout on their channels by slashing the number of customisation options available to them.

Tensions climaxed earlier this year when YouTube made significant changes to the algorithm used to decide how clips were recommended to viewers. Thousands of amateur producers protested that the move favoured longer, more professionally-produced material uploaded by high-profile channels, relegating their own content to the YouTube wilderness. 

Unfortunately for these users, these moves are symptomatic of a site maturing in line with digital entertainment’s changing ecosystem. In the US market, the projected revenue from digital advertising is expected to balloon from $2.4 billion this year to a whopping $7.1 billion in 2015, when 40% of the US are predicted to regularly watch TV online, according to e-marketer.

Such game-changing statistics demand an improvement in the service YouTube offers. With the rise of digital streaming services such as Netflix and an increasing number of users opening Vimeo accounts, YouTube needs to remain competitive. Ultimately, the sweeping transformation from user-generated content to professional programming could even aid the site in its quest to become the next-generation TV provider.

“Our big advertisers like the path that YouTube has taken”, says Andy Chapman, head of digital investment at Mindshare, a prominent American advertising agency.

“A number of clients say this looks and feels like the direction the market is going”

But in adapting to the evolving landscape of the video entertainment industry, YouTube runs the risk of alienating the creative, entrepreneurial lifeblood that fostered its rise. The site is seemingly forgetting its roots, but that’s business I guess.

Photo: Reuters

Alex Ward is a London-based freelance journalist who has previously worked for the Times & the Press Association. Twitter: @alexward3000

Photo: Getty
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Here's something the political class has completely missed about Brexit

As Hillary Clinton could tell them, arguments about trade have a long, long afterlife. 

I frequently hear the same thing at Westminster, regardless of whether or not the person in question voted to leave the European Union or not: that, after March 2019, Brexit will be “over”.

It’s true that on 30 March 2019, the United Kingdom will leave the EU whether the government has reached a deal with the EU27 on its future relationship or not. But as a political issue, Brexit will never be over, regardless of whether it is seen as a success or a failure.

You don’t need to have a crystal ball to know this, you just need to have read a history book, or, failing that, paid any attention to current affairs. The Democratic primaries and presidential election of 2016 hinged, at least in part, on the consequences of the North American Free Trade Association (Nafta). Hillary Clinton defeated a primary opponent, Bernie Sanders, who opposed the deal, and lost to Donald Trump, who also opposed the measure.

Negotiations on Nafta began in 1990 and the agreement was fully ratified by 1993. Economists generally agree that it has, overall, benefited the nations that participate in it. Yet it was still contentious enough to move at least some votes in a presidential election 26 years later.

Even if Brexit turns out to be a tremendous success, which feels like a bold call at this point, not everyone will experience it as one. (A good example of this is the collapse in the value of the pound after Britain’s Leave vote. It has been great news for manufacturers, domestic tourist destinations and businesses who sell to the European Union. It has been bad news for domestic households and businesses who buy from the European Union.)

Bluntly, even a successful Brexit is going to create some losers and an unsuccessful one will create many more. The arguments over it, and the political fissure it creates, will not end on 30 March 2019 or anything like it. 

Stephen Bush is special correspondent at the New Statesman. His daily briefing, Morning Call, provides a quick and essential guide to domestic and global politics.