Research Mentor(s)

Mary Erickson

Affiliated Department

Communication Studies

Sort Order

63

Start Date

20-5-2016 9:00 AM

End Date

20-5-2016 12:00 PM

Keywords

YouTube, Celebrity, Communications, YouTube Red, Professionalization

Abstract

In recent years, the rise of online video streaming services has become so great that traditional media, such as television, are worried about a potential eclipse in popularity and prevalence. YouTube is the largest online streaming platform, with over 1 billion users, and accounts for one-third of all internet traffic. This study analyzes YouTube’s attempt to professionalize the platform through a new service YouTube Red – taking amateurs, making them professionals and crafting them into celebrities – and what that means for the future of online video. This study looks at other scholarly works to analyze what makes a celebrity, the professionalization of celebrity and key elements to YouTube celebrity; and how that relates to recent news and trends in the YouTube community. It also examines YouTube Red’s potential impact on aspiring professional YouTube celebrities. The study found that existing YouTube celebrities are getting more recognition and are increasingly seen as professionals. However the emergence of YouTube Red highlights the paradox of the YouTube system. While YouTube celebrity may seem easier to attain it is actually no different than any other kind of celebrity.

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Outstanding Poster Award Recipient

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May 20th, 9:00 AM May 20th, 12:00 PM

YouTube Celebrity and the Future of Online Video

Communication Studies

In recent years, the rise of online video streaming services has become so great that traditional media, such as television, are worried about a potential eclipse in popularity and prevalence. YouTube is the largest online streaming platform, with over 1 billion users, and accounts for one-third of all internet traffic. This study analyzes YouTube’s attempt to professionalize the platform through a new service YouTube Red – taking amateurs, making them professionals and crafting them into celebrities – and what that means for the future of online video. This study looks at other scholarly works to analyze what makes a celebrity, the professionalization of celebrity and key elements to YouTube celebrity; and how that relates to recent news and trends in the YouTube community. It also examines YouTube Red’s potential impact on aspiring professional YouTube celebrities. The study found that existing YouTube celebrities are getting more recognition and are increasingly seen as professionals. However the emergence of YouTube Red highlights the paradox of the YouTube system. While YouTube celebrity may seem easier to attain it is actually no different than any other kind of celebrity.

 

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