We’re in a new era of entertainment, and YouTube creators are at the epicenter. They’ve reimagined classic TV formats, like talk shows and challenges, and invented entirely new ones. They’ve launched their own production houses and studios, creating jobs for their communities and fueling the content that has helped YouTube become the No. 1 streaming platform in the U.S. for the last two years.1
Last week at South by Southwest (SXSW), the annual tech conference, we heard from three top YouTube creators — Cassey Ho, Josh Scherer, and Sean Evans — about how the platform allows them to be at the heart of culture and connect with their fans. Michelle Khare, creator of the award-winning YouTube series, “Challenge Accepted,” moderated the conversation.
Here are the key takeaways from the discussion and three reasons why YouTube creators are increasingly seen as “the new Hollywood.”
1. Trust in creators leads to outsized impact
YouTube creators forge a deep audience connection that goes beyond mere engagement. By cultivating long-standing relationships with their followers, they make viewers feel genuinely seen and heard, building a level of loyalty and trust rarely found in the more distant relationships between traditional entertainers and fans. This intimate connection, combined with their vast reach, allows creators to rival or even surpass the audience impact of more traditional productions.
My audience has evolved with me. They buy the products and stick around for the long haul.
Ho has seen it play out as the founder of Blogilates, which began as a YouTube channel for pilates workouts that later grew to a global movement, 10 million subscribers strong.
“I have a deep relationship with my fans, because not only are they watching long-form content, they are sweating with me. Their arms hurt; their abs hurt. We have a really deep connection because of that. And, as my content has changed, my audience has evolved with me. Now they’re the ones who buy the products and stick around for the long haul.”
Ho’s connection with her YouTube audience has been an anchor point as she’s expanded her brand from video content to two successful athleisure lines, including a capsule collection at Target. “I know my fans. I know what they want, and the top three items that I said were going to sell well were 90% sold through within the first three days of launching.”
Scherer, executive director of culinary content at Mythical Entertainment and star of Mythical Kitchen, also recognizes the power of a trusting audience. “YouTube fans are the ones who are going to show up to talks like this. They’re the ones who are going to buy tickets to our live stream. They’re the most engaged core audience; it’s unique to YouTube, and I love that so much.”
2. Creative autonomy powers innovation and promotes authenticity
Unshackled by studio and network constraints, YouTube creators have broad creative freedom to test new ideas and develop niche content. This results in innovative formats and authentic voices that deeply resonate with specific audiences, ones that may be ignored by mainstream media.
YouTube lets me take risks. No exec would have greenlit “celebs eating wings until they cry.”
Evans, chief creative officer of First We Feast and host of the viral show, Hot Ones, describes the advantage of creating with “no network notes” and experimenting to figure out what resonates. According to Evans, “I couldn’t have created Hot Ones on traditional TV. YouTube lets me take risks. No exec would have greenlit ‘celebs eating wings until they cry,’ but here, I had the space to prove it worked.”
And he did. Evans has turned hot sauce-fueled pain into one of the most beloved interview formats on the internet, racking up billions of views and winning awards including a Webby, a Shorty, a Daytime Emmy, and a Critics Choice nomination.
Wide-ranging creative freedom has been instrumental to the success of Scherer’s content too. “The lack of red tape is paramount. I love the amount of mass experimentation you can do on YouTube to really find out what works, and what actually bolsters your community.”
3. YouTube creators shape today’s cultural zeitgeist
YouTube creators aren’t just performers; they’re multifaceted entrepreneurs building successful brands and businesses whose influence can span far beyond a specific genre, film, or role. They are central figures shaping cultural trends today.
YouTube creators continue to be the most loved and trusted voices breaking through right now.
Scherer is an example of how YouTube has pioneered a new model for entertainment, where creators can build massive audiences and sustainable businesses from their own content.
“We can be chefs, comedians, and storytellers all at once. YouTube gives us the format flexibility to do things no restaurant or cooking show could pull off.” Scherer and his team have diversified Mythical Kitchen with a talk show, competition shows, a podcast, a cookbook, and other products. “I love doing all of these things. We follow where our own interests are and where our audience’s interests are.”
As creator and moderator, Khare points out, “YouTube creators continue to be the most loved and most trusted voices breaking through in culture right now.” Their rise in prominence and influence makes them a force in entertainment and far beyond.
