You are probably stuck in the “Web 2.0” era, when “YouTube” was “just a video hosting” for “my blog” or “our fan site”. It stopped being that long ago, when “my

You are probably stuck in the “Web 2.0” era, when “YouTube” was “just a video hosting” for “my blog” or “our fan site”. It stopped being that long ago, when “my dog is barking so silly” videos on the front page were replaced with “internet celebrities”. It is clear that enormous amount of money was invested in becoming a TV(+radio) in everyone's pocket. Turn it on, drink the sweet stream of entertainment. Industry understands well that they are competing with YouTube — and also social services which promise the same “push the button and munch” fix. The production process has converged, and principles of working with audience became the same. Each eyeball with legs has x minutes of attention each day, if you manage to grab some of those, you win. It is also disgraceful to say that something is “on YouTube”, “on Facebook”, etc. Specific people did that, “YouTube” or “Facebook” themselves did not give birth to “content”. That's exactly how public is manipulated to adore the TV boxes, channel logos, and brands, while “creators” become interchangeable nameless… “creators”.