In marketing branding is key. Making sure that your customers develop a positive association with you and your product is not only a good thing, it can have a large impact on the bottom line. YouTube is currently enforcing this principle. This article in Wired, explains how YouTube is now favoring larger creators and limiting the population of channels that can earn advertising revenue. YouTube has taken this stance after a recent PR scandal where Logan Paul, a popular high-earning YouTube star, published a controversial post.
In light of the recent, net neutrality repeal by the Federal Communications Commission, one begins to wonder if all creators will or should be treated equal? YouTube's position shows the increased need to ensure that content is suitable for advertises and viewers. Given the breadth of the internet universe, it is easy to focus resources and attention on larger creators/providers, but is it right for small creators to be penalized because the online universe is becoming too large to manage?
As the market for content and the structure of advertising revenues change, there are a variety of potential implications. Favoritism for larger content creators may reduce creativity and niche players may have to switch to other channels that allow them more freedom. As platforms increase their oversight, users may begin switching to social media which, for now, is less prohibitory.
Source: https://www.wired.com/story/youtube-monetization-creators-ads/
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