A situation around video-sharing websites has drastically changed after monetization of the video-making process. Due to contract-based activities and opportunities of the full-time job many bloggers changed their attitude towards their hobbies. The monetization of YouTube is one of prerequisites that created a new direction of the video blogging content development. In 2011 YouTube announced its partnership program that allowed popular video makers earn profits from advertisements placed in their videos. CPM is a system that implemented on YouTube in order to evaluate pretax profits for video makers from advertisement in the video. The main criteria that fixes CPM is the number of likes and subscribers of the channel as well as amount of views per day. Of course it was a great opportunity for video makers to make their favorite hobbies a full-time job. Basically to earn a salary around $30,000 in USA, an average YouTube blogger is supposed to have a few million views per month on his/her channel, which of course depends on his/her popularity as well as the amount of content is produced and published per day. The CPM system has allowed some video makers to become millionaires in a few years.
One year later the first YouTube stars started to earn millions in profits. A gold rush of being a YouTube video blogger has begun and destroyed both the quality of video blogs as well as web broadcast advertisement industry. CPM for the first waves of YouTube top video makers were $25, but it has dropped rapidly to $2. The amount of people with ad partnership on their channel has increased dramatically. It dwindled the value of CPM towards the point where advertisers could not afford a large demand for advertisement spots on YouTube. During this period the quality of the content on YouTube has dropped dramatically.
Most of video makers as well as video bloggers had to adapt to the situation of a growing competition on YouTube. One of the most successful decisions for them was an entertainment factor that of course resonates with an age of the audience. Primitive humor as well as production tempo attracted younger audience and for many bloggers that factor was critical in the development of their YouTube careers. A vivid example of the evolution of video-making in recent years is HowToBasic channel where the owner has started with caricatures on everyday life, slapstick jokes and funny recipes, and finished with inadequate destruction of goods in his videos. But the popularity of his channel still grows and people like the content he produces.
With the popularization of YouTube partnership and attraction of younger audience top YouTube video makers stagnate in the content development on their channels. Schema based video blogs with primitive humor that targets masses on a daily basis have created YouTube culture. Video pranks, vines, beauty blogs, vlogs and game streams, all these types of video content generated and popularized by monetized YouTube. Many popular video makers complained that contracts do not allow them to create new videos that differ from their actual content. An interesting thing about top channels is that they are highly promoted by YouTube itself in different categories of the website. It actually generates an infinite flow of audience between most popular channels where interesting and creative content from independent video makers and bloggers remains unnoticed. Despite the fact that monetization as well as popular channels promoted by YouTube have launched degradation of the content on the website there are still a lot of talented video makers and bloggers who create high quality content and have community-based audience.
YouTube changes the way people perceive popular culture. This website is the most significant source in spreading new trends in the modern world. On the one hand, it is a media company that generates content for its audience, but then has to format this content into videos to reach broader audience. On the other hand, it is a company that has more opportunities to force bloggers’ content into the top viewed category on its website and it does not allow other less promoted channels to reach their audience. YouTube is an occupied and monetized platform that does not represents interests of less developed bloggers. In other words, the most successful channels are well promoted channels. With a lack of investment in promotion it is really hard to sign partnership with YouTube successfully. YouTube with all its unlimited opportunities fell down in the front of large media companies and top bloggers who produce daily feed for masses.