Sublime

If creators don’t feel like they have the same likelihood of going viral, this impacts the whole cycle: less creators, less creations, less diversity of content to serve, less compelling consumption experience, and even less creators. In other words, a vicious cycle.

Platform risk: When YouTube was going through it’s ad-pocalypse where CPM rates dropped to the floor and videos were being demonetized without explanation, many creators were left with an unpredictable problem where their income wasn’t just lumpy but completely eviscerated.

The intimacy and immediacy of watching videos on a phone screen (how about 70% of YouTube viewers watch) helps creators connect with their audiences, opening opportunities for making money beyond just a cut of ad revenue. Sergey Vashketov films his two sons, Vlad and Niki, who make wildly popular videos for kids. The boys dress up in costumes, play... See more

These creators are a far cry from Hollywood types. But with internet platforms, they can broadcast their knowledge and expertise. They’re also able to better monetize what they know and what they love: before YouTube, MKBHD might have worked as a techie at the Apple Store; now, he employs a dozen people and does tech reviews for 14 million subscrib... See more