"At a time when media consumption is becoming more fragmented, YouTube is positioning itself as an epicenter," says Jess Maddox, associate professor at the University of Alabama and a social media expert. This underscores how the platform has managed to unify viewers in an era of diverse content consumption.
"YouTube has been one of the more consistent and stable platforms for creators over the years...podcasters, video essayists, food reviewers, children's entertainers, and content creators from other genres are finding ways to upload their content to their primary platform as well as YouTube to grow their audiences and increase their revenue," says Brandon Harris, highlighting the platform’s reliability for creators.
According to YouTube, the revenue generated is increasingly coming from those TV viewers, too, citing that the number of creators making a majority of their revenue from TV is up more than 30% year over year. This reflects the growing significance of television as a medium for content creators.
The shift towards TV consumption of YouTube content has not happened overnight, as it has been building up over years, indicating a broader evolution in how we consume media. This transformation suggests that YouTube is adapting to meet viewers' changing preferences.
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