In this week’s newsletter: When the video-sharing site launched in 2005, there were fears it would replace terrestrial television. It didn’t just replace it – it invented entirely new forms of content. ASMR, anyone?
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Barely a month goes by without more news of streaming sites overtaking traditional, terrestrial TV. Predominant among those sits YouTube, with more than 2.5 billion monthly viewers. For people my age – a sprightly 28 – and younger, YouTube is less of an app or website than our answer to radio: the ever-present background hum of modern life. While my mum might leave Radio 4 wittering or BBC News flickering in the corner as she potters about the house, I’ve got a video essay about Japan’s unique approach to urban planning playing on my phone. That’s not to say I never watch more traditional TV (although 99% of the time I’m accessing it through some other kind of subscription streaming app), but when I get home after a long day and the thought of ploughing through another hour of grim prestige fare feels too demanding, I’m probably watching YouTube. Which means it’s very unlikely that I’m watching the same thing as you.
When Google paid $1.65bn for the platform in 2006, (just 18 months after it launched) the price seemed astronomical. Critics questioned whether that valuation could be justified for any video platform. The logic was simple – unless YouTube could replace television, it would never be worth it. Nearly two decades on, that framing undersells what actually happened. YouTube didn’t just replace television – it invented entirely new forms of content: vodcasts, vlogs, video essays, reaction videos, ASMR and its heinous cousin mukbang. The platform absorbed new trends and formats at lightning speed, building what became an alternative “online mainstream”. Before podcasters, TikTokers, Substackers and even influencers, there were YouTubers.
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