A majority of the younger generations in the United States and around the globe have heard of, used and enjoyed the platform YouTube. YouTube, a media platform that allows users to upload videos for other users to watch and enjoy, has grabbed the attention of a wide audience since the early 21st century. However, many argue that YouTube has already hit its peak during the last 10 years and is beginning to lose popularity with the rise of other mainstream streaming services such as Disney+ and Max. I am one of many Villanova students who grew up watching many famous content creators and believe YouTube is not as popular as it once was.
Most students at Villanova can probably imagine a time when they were consistently watching
their favorite creators on YouTube. Since YouTube is such a diverse platform, pretty much any middle schooler in the U.S. was able to find a content creator who uploaded videos on their favorite video game or general interest. Kids would wait excitedly for their favorite creators’ next videos, especially with some creators who were known for their specific upload times during the week. During the era of 2014 to around 2020, people all around the world could feel like they were a part of an online community of fans supporting the same creators while also feeling a connection to whomever they were supporting.
Although the memories are great, things are not the same today. One notable creator, Jake Paul, who rose to fame with his vlogs in 2016, is just one example of a content creator who began on YouTube but is now using his fame for a different purpose, boxing, in this case. When analyzing Paul’s career, past fans can see how his once highly anticipated vlogs with his team referred to as Team 10 are now just a memory. While Paul still maintains the same relative level of fame, his career has shifted pretty much completely away from YouTube. Today, YouTube seems like a platform used by celebrities of today as a building block for their careers, not the final destination.
Some of you may be thinking that Paul is just one example of a content creator who shifted careers and that many people still use YouTube to upload entertaining and relatable content. While this is true, we must also identify the fact that the content creators of today are simply not as popular as the ones people knew about 10 years ago. Another example is Lily Singh, who rose to fame by uploading comedy skits on YouTube starting in 2013. In recent years, Singh has veered away from YouTube to pursue a professional comedy career, which once again proves how once famous content creators used YouTube as a building block to their ultimate goals. If we accept the new wave of YouTube by realizing that things have shifted, the platform’s downfall may be stopped.
After reading this article or the next time you sit down ready to stream a new episode of your
favorite series, reflect on a time a few years back when you were eager for your favorite content creator to upload their next vlog. Although YouTube has shifted from its former ways, there is still hope to revive its glory.
