Reflections on the 2018 YouTube Rewind: Has the Platform Grown Past Us?
It's a bit late in the game, but my views on the 2018 YouTube Rewind video are quite clear: I'm too old for this. And believe me, I'm not even that old.
Target Audience and Content
YouTube Rewind is targeted at a younger demographic that chiefly engages with so-called 'popular YouTubers' who produce content like sketch comedy and live streaming games such as Fortnite. This year’s video wasn't crafted for the edgy high school seniors who might also be using the site for studying inspiration, streaming music, reading book reviews, or finding math help. The Weird Side of YouTube, with its sensational content like '100 Genuine Haunted Doll Sightings!!! NOT FAKE,' was not part of its storyline. Rather, it aimed to provide a goofy, feel-good experience with scripted sketch comedy, appealing to fans of mainstream YouTubers.
The Marvels and Challenges of a Young Target Audience
Given that a significant portion of the current fan base of popular YouTubers includes teenagers and children, it makes sense that YouTube avoided controversial content, such as PewDiePie and the Paul brothers' suicide forest incident. Even if YouTube doesn't control Rewind, the content is clearly produced by the platform to generate revenue and engage viewers. Unfortunately, the video may come across as a mere money grab, with little substance to stand on.
Despite my reservations about the video, I see another elephant in the room: changes in audience demographics. Popular YouTubers used to be the most recognizable stars, appealing to a younger viewer base. Over time, they either sold out, got involved in scandals, lost subscribers to newer content creators, or simply became less relevant to older audiences. Life progresses, and we grow older. The content that once resonated with us may not anymore.
Controversial Views and Common Misunderstandings
The Rewind video has sparked various debates and misunderstandings. Some viewers have cited reasons such as YouTube being taken over by a liberal agenda, PewDiePie not being included, and unfamiliar faces from outside the US as indicators of its poor quality. However, these issues are often misinterpreted or misunderstood.
For example, the absence of PewDiePie and the Paul brothers doesn't necessarily mean the video aims to support or ignore any particular political ideology. It's merely an indication that YouTube decided to focus on content that aligns with the interests of its younger audience. The lack of recognizable faces is also due to the shift in the platform's target demographic. If you're no longer the audience they are catering to, it's not surprising that the content might seem outdated or irrelevant to you.
Conclusion: The Elephant in the Room
In conclusion, while I don't have any personal betrayal towards the platform, I must acknowledge that the 2018 YouTube Rewind has a significant flaw regarding its target audience. The platform has progressed, and its content has evolved beyond what I, as an older viewer, can relate to. The irony is that, in trying to cater to a younger, more engaged audience, YouTube might have inadvertently alienated long-time users like myself.
Despite its flaws, YouTube Rewind serves as a reminder of how the digital landscape constantly changes and evolves. It's essential to adapt and understand the shifts in audience demographics to remain relevant. Whether it's YouTube or any other platform, staying in sync with the changing preferences of the younger generation is crucial.