Over the last few years, online marketing has started expanding its focus to include videos published on YouTube, Vimeo, and other video-sharing services. For many companies, the world of online video may seem like an alien environment—a entire subculture that has garnered a varied, yet extremely large following. The trend toward streaming video has also created a completely new group of celebrities. For the most part, these are individuals whose success is the direct result of creativity, hard work, and the platform to reach millions of people each day. Those who push things too far, however, may quickly find themselves on the outside looking in as one of the world’s most popular YouTube personalities has discovered.
Faces of YouTube’s New Premium Service
In late 2015, Google repackaged its YouTube Music Key as YouTube Red, allowing users to pay a monthly fee for increased access to YouTube content without advertisements. The idea behind YouTube Red was to compete with other streaming services by offering original shows and movies. To help promote the new service, Google and YouTube relied on the popularity of “YouTubers” such as PewDiePie, the irreverent creation of a Swedish internet star, and Rhett and Link, the pair behind a daily YouTube talk show known called Good Mythical Morning.