YouTubers Go Mainstream How YouTubers Are Spreading Their Social Wings

Tim Mulligan

March 2016

Views of the top YouTube channels doubled from billion in February 2015 to billion in October 2015. At the same time, the number of subscribers to the top channels doubled to billion. Despite Google sticking with its 2013 official statement of one billion monthly unique users for YouTube, it is clear that it is exploding in popularity. The growth drivers are native YouTuber channels, with over half of all subscribers gained in the final months of 2015 being from this category. With consumer momentum clearly behind them, native YouTubers are now looking to expand their reach beyond the confines of the YouTube ecosystem. As they do so, their unique brand appeal will be diluted in the process of engaging with the demands of traditional media and by the diverse characteristics of different social channels.

Companies mentioned in this report: Netflix, Facebook, Instagram, Twitter, Snapchat, Gleam Futures, Vessel, Ipsy, SourcedBox, and Hulu

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