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Popular creators like Sean Evans of Hot Ones, Rhett McLaughlin and Link Neal of Good Mythical Morning, and Amelia Dimoldenberg of Chicken Shop Date are looking to score some of the money, prestige, and awards that “on air” talent enjoys.
The Big Picture: The line between capital “S” streaming shows on Netflix and Hulu and some of the biggest shows on YouTube is blurring… and digital creators and audiences know it. It may only be Hollywood that’s still behind.
Between the Lines: There are several factors as to why YouTube talent is still seen as lesser-than in comparison to traditional TV talent.
- Money. Ad rates on YouTube are still way under that of streaming and broadcast TV because there’s so much content on the platform, users can skip the ads, and a lot of content is still controversial.
- Awards. Hot Ones has scored Emmy nominations, but most shows don’t ever register with awards voters because most members are over 40 and tied to more traditional platforms.
- Support. While studios and streamers incubate talent and launch rich For Your Consideration campaigns, YouTube has been more hands-off. That’s beginning to change as the company explores helping with more marketing and promotion.
Closing Thoughts: It’s only a matter of time until you see a lot more YouTube-bred shows compete with more “legit” programming. Brands spend more money advertising on YouTube than anywhere else and only Disney’s constellation of platforms commands more viewership than YouTube. The top shows on YouTube are mainstream.
Go Deeper: But just because someone is insanely successful on YouTube doesn’t mean they can easily transition to the “big leagues.”
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