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- The "YouTubification" of Media: What It Means for Podcasts and Traditional Media
The "YouTubification" of Media: What It Means for Podcasts and Traditional Media
Plus: Why building on someone else’s platform could be a dead-end
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The YouTubification of Media: What it Means for Traditional Media
Content creators: Why building on someone else’s platform could be a dead-end
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The "YouTubification" of Media: What It Means for Podcasts and Traditional Media
As media consumption shifts toward platforms like YouTube, industries like podcasting and traditional news outlets are experiencing significant change. The rise of YouTube as a dominant force in streaming, podcasting, and content creation is reshaping how people consume media and is starting to influence everything from media tone to business models.
Key Takeaways
YouTube's Growing Dominance: Originally known for video sharing, YouTube has expanded into podcasts, streaming, music, and more, becoming a key player in various media sectors.
Generational Ambitions: YouTubers have become modern-day aspirational figures for Gen Z, with their perceived accessibility and quick paths to success contrasting with more traditional, hard-to-achieve career goals.
Impact on Traditional Media: The move toward YouTube is similar to how print media shifted online, affecting both content style and distribution. Even legacy media, like Rupert Murdoch’s TalkTV, is now transitioning to online platforms like YouTube.
Podcasting's Evolution: Podcasts, traditionally niche and creator-driven, are becoming more YouTube-like in terms of accessibility, analytics-driven content, and the way creators extract value from their audiences.
Data-Driven Content: Both YouTubers like MrBeast and podcasters like Steven Bartlett use data to fine-tune content, shaping media based on audience engagement and preferences.
Why this matters: As consumers of both digital content and traditional media, millennials are at the intersection of these changes. Understanding the evolving dynamics of media platforms like YouTube and podcasts helps individuals navigate the content landscape, while creators and entrepreneurs can learn from YouTube’s success to build more engaging and data-driven strategies.
Why Building on Someone Else’s Platform Could Be a Dead End
The creator economy seems like a dream come true for aspiring creators, offering opportunities to share content and make money on platforms like TikTok, Instagram, and YouTube. But there’s a major catch: these platforms come with limitations that could stifle growth and success in the long run. Here's why relying on third-party platforms is risky and how creators can break free.
Key Takeaways
Dependence on Algorithms: Creators often chase algorithms to gain visibility, which leads to burnout and sacrifices in quality and purpose.
Opaque Platform Policies: Platforms have terms of service that can change without notice, leaving creators vulnerable to demonetization or bans.
Limited Monetization Options: Creators rely on platforms' ad revenue, sponsorships, or features, but changes in these policies could hurt earnings.
Lack of Control: Ultimately, creators are at the mercy of platform decisions, limiting their potential for sustainable, long-term success.
The Alternative: The Indie Economy
Own Your Platform: Instead of relying on third-party platforms, creators should build their own websites or apps where they have full control over content, audience, and revenue.
Strategic Use of Social Media: Social platforms should be used as tools for driving traffic back to your platform, not as the foundation of your business.
Learn Technical Skills: Mastering skills like coding, design, and data analysis can give creators true independence and control over their creative destiny.
Why this matters: While building your own platform is harder, it offers greater rewards, including independence, financial stability, and full control over your creative work. In an increasingly unpredictable digital world, owning your audience and platform is the key to long-term success.
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Notable Life is Canada for young professionals, entrepreneurs, and culture generators operated by The Notable Group. Notable Daily inspires ideas and sharpens the minds of over 40,000 top-tier professionals in competitive industries.
Disclosure: While we utilize artificial intelligence (AI) to assist with certain aspects of content development, all information provided in our content is thoroughly vetted and edited by our team of humans. We strive to ensure the accuracy and reliability of all information. However, we recommend that readers conduct research or seek professional advice to make informed decisions. This email may contain sponsored content.
Written and curated by Ashley Nedaei