In the digital and video creation world, YouTube is the crownless king and still going strong. Analytics and stats show that monthly active users on this video video-sharing site fall at almost 2 billion, and everyday viewers consume almost one billion hours of content. With the global availability and automated subtitles in more than 80 languages, everyone can enjoy videos on YouTube.
As an established platform, YouTube is direly doing fine. However, experts believe that with such cut-throat competition in the market and static growth, YouTube will soon be replaced, or run out of business.
Content creators are complaining more about YouTube policies, and they are now migrating their viewers to other platforms. If this trend continues, there is a high chance that YouTube will become a graveyard for old content. However, until then, you can get to enjoy the plethora of content that is already available on YouTube.
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Reasons to Believe YouTube Is At the End of Its Glory Days
If you are wondering, what the reason behind this shift is, the question is loaded and the answer is much more complicated to be summed up in a few words. To unfold this, you need to consider multiple problems like the shift in technology, shift in behavior, and shift in the audience. To put this thesis of YouTube as a dying medium to the test, we researched why YouTubers are going rogue one after another.
If you are thinking the same, here are some of the main reasons YouTube might turn into another archive or finally head to its downfall.
Reduction in Attention Span
As Ggen Z entered the market, creators have observed that the attention span of the audience has reduced. Blame it on the mini video sites like TikTok, Iinsta reels, or Snapchat, the audience shift is now more restless.
Study shows that younger audience is using the TikTok search engine for searching daily tasks because they find it convenient to go through mini videos rather than use YouTube or gGoogle. While most people see this as a shift in audience, others realize that it highlights the importance of time. Users prefer to watch multiple videos within a limited time as compared to spending time on lengthy videos.
Creative Exhaustion among Creators
On YouTube, there is no time for perfection. You need to stay online, and post videos regularly to stand out and get a reach. No matter what kind of content you make, there is a market for everything on YouTube. However, you need to stay consistent to keep your audience engaged. YouTube is becoming the prison house for people who desperately wanted to escape the corporate shackles. However, to stay relevant, they are facing creative burnout just like corporate employees.
YouTube has very tough monetizing policies and with every new update, the policies are getting tougher. Formally, content creators could cover songs, or play any song in the background of their videos. However, YouTube is demonizing videos based on anything that can remotely be considered copyrighted. This is shattering the confidence of the content creators, because they are never sure what can get their content demonetized and penalized.
After every few months, YouTube issues updates about the algorithm and policy. These policies are issued by keeping trends in mind, and this can sometimes discourage people. Previously, there was a trend of covering songs but due to policy updates, singers can no longer earn through song covers. In fact, using background music, or reaction videos are becoming part of YouTube history due to strict policies.
Click-bait titles on part of content creators have created a great fiasco among the audience. Now, the audience is not willing to waste time on finding the content rather they prefer short videos that have all the necessary information needed, so the bounce rate or abandonment rate on YouTube is increasing.
Recycling Of Old Content
Creative exhaustion is not just among creators, but also the audience. The audience feels that most of the content creators are running out of content, and they are posting similar content on repeat. To stay relevant most content creators keep adding content without quality checks, and eventually, it affects their viewership and the views on YouTube as well.
Beef among Creators
YouTube is no longer the same, and it is evident from the content that goes viral on YouTube. Most YouTubers are abandoning the usually friendly collaboration route, and their content is turning into a vicious dissing contest. Since this malicious content goes viral and more people get involved, cancel culture comes to play. Most YouTubers have been canceled by their audience, and now they are no longer active on YouTube.
Digital Platform Migration
YouTubers are getting frustrated with the current YouTube format and they are shifting to other content-based platforms that offer better monetization. Instagram has recently become very popular among YouTubers as an income source. Now, with low effort, content creators can get to collaborate with big brands and get a heavy incentive. Most of the content creators who rose to fame via YouTube have now turned their backs on YouTube and become social media influencers.
Weird Algorithm Changes
Since the audience has shifted, the algorithm has shifted as well. Most content creators are frustrated because their videos are not doing as well, as they used to because of the change in the algorithm. Their old content is being demonetized, and their video abandonment rate is on the rise. Due to the short attention span, YouTube pushes up the YouTube shorts more than the main channel’s lengthy content, which is more discouraging for content creators and leaves no room for creativity.
To sum it all up, multiple things are coming into play. YouTube has evolved from the innocent video-sharing platform and it is now becoming another tech giant that is exhausting its creators. Experts believe that just like Facebook, YouTube’s glory days are over.