The mountain bike (MTB) content creation landscape is undergoing considerable change, highlighted by Ryan Kelly, aka Loam Ranger. In a recent video, he identifies four significant challenges creators face, including a shift in audience expectations away from basic POV riding footage towards more polished content. This demand for quality elevates the production workload on creators. Additionally, industry budget constraints have limited marketing opportunities for creators. On a personal note, recent injuries have also impacted his and his wife's creative output. Ryan announces his pivot to a new Rally Racing channel, 'R3-Ryans Road To Rally,' marking a departure from MTB content.
The novelty of just straight-up POV riding footage has worn off, and the audience expects more nowadays—and I don't blame them.
The content that we want to make, and that people want to see just takes a lot more from the creator, and it's not realistic to be putting out 3 or 4 videos each week.
Changes in the industry and brands tightening the ropes on marketing budgets make it hard for creators to find video support and funding.
While the reasons given for the decline in MTB YouTube creators might apply to other channels, I'm sure the situation is more nuanced than he makes it out to be.
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