YouTube has been around for over a decade now, and since the first video upload in 2005, the video sharing platform has come a long way. According to a statistic by futurelord, about 5 billion videos are watched everyday on the site while over 1.3 billion people use YouTube with 30 million visitors every day.
In terms of its revenue, YouTube annually generates $ 4,000,000,000 billion and the world’s highest paid YouTube stars earned a combined total of $54.5 million in 2015.
But what happens to the real meaning behind YouTube’s presence in the digital world? And what about its ideals of giving out good content and reaching out to people with quality content?
In an interview with exchange4media last year, Satya Raghavan, head of entertainment for YouTube India, said, “Our platform is growing very well, we have a lot of content uploaded on YouTube and it is growing 90 per cent year-on-year, we are seeing a lot of creators from different parts of the country. We are seeing great traction from south indie and also from other parts of the country where people have taken (to) content in other languages. If you are in any part of the country, you can come on to a platform like YouTube and discover your audience.”
YouTube as a platform is certainly growing and content creators are taking to the platform like never before. There are creators who give out content that match YouTube’s quality standards and appealing videos. According to reports, ChuChu TV leads the subscriber race followed by creators like CVS 3D rhymes, Videogyan 3D rhymes, TVF videos, AIB and others.
On the other hand content creators like Dhinchaak Pooja have taken YouTube by storm but the content standards don’t quite match that what YouTube probably aims for. Currently she stands at a mere 165,004 subscribers and garnered over 19 million views in just over a month for her song “Selfie Maine Le Li Aaj” and has already crossed 6 million views in just over a week for her latest release, “Dilon Ka Shooter”
In comparison to Dhinchaak Pooja, we look at another YouTube channel that’s run by National Geographic, which has over 6 million subscribers. Their video on “How growing trees helps fight poverty in Cameroon” got around 15,214 views in a just over a week, almost the same timeline as that of Dhinchaak Pooja’s latest video addition.
Not only Dhinchaak Pooja’s viral video, but in the past similar content like Vennu Mallesh’s “It’s My Life” crossed 10 million views, “Eye to Eye” by Taher Shah also managed to garner over 4 million views and there are several other such creators.
We spoke to content creators and asked them whether content is really king on YouTube and here is what they had to say:
Eklavya Bhattacharya, Chief Strategy Officer, ALTBalaji, said, “If you and I put up something on YouTube you think it will go viral? Bizarre content intrigues people and sometimes the views for a content depends on the herd mentality of the consumers. At the end of the day a content creator must know what he wants to achieve from the video. Some people simply want to make money from their content. When we at ALTBalaji put up a trailer on YouTube we have a certain marketing strategy and we aim to market the content well. I have noticed Netflix runs ads before Dhinchaak Pooja’s videos and that’s because they understand that the audience watching the content is very developed. Story telling will rule the world, viewers can say content is king but for marketers or content creators, content is king when it makes money for them.”
Sameer Pitalwalla, CEO, Culture Machine, said, “Individual content creators have always, and will continue to rack up millions of views due to hits like these. Media companies are built on consistent delivery of audience, and brands that are multi-platform (YouTube, Facebook ,Instagram, Twitter, Snapchat, UCWeb) need co-ordinated efforts to build and maintain the audience base. Content is king, but distribution is King Kong.”