Since 2005, YouTube has transformed from a video streaming platform into a business. More than 23 million channels float on the platform, and it has become a source of income for comedians, filmmakers, vloggers, makeup gurus, and families. Recently in 2019, there have been multiple issues with the collaborators working with Youtube.
Companies such as AT&T, Pepsi, Procter & Gamble, and Nestle have pulled their providing ads for YouTube partly because of the creators, but also the comments on these videos. These companies main concern is over the comments on children’s content on Youtube. Traces of perverted comments left on videos that featured children prompted companies to cut ties with Youtube.
Family channels such as the Ballinger Family, with 1.3 million subscribers, and the ACE Family with 17 million subscribers, have their comments disabled because of their children. If their child is featured doing an activity or playing sports, Youtube automatically disables their comments on their video. With the comments disabled, this hinders the ad revenue the families are making from their videos. Some videos are at risk to be demonetized, which leaves creators making zero amount of money off their videos.
Youtube CEO Susan Wokcicki commented on the issue saying, “We are planning to apply stricter criteria, conduct more manual curation, while also significantly ramping up our team of ad reviewers to ensure ads are only running where they should” Wokcicki said on Youtube’s official blog. It is clear Youtube is trying to find the balance of making companies and creators equally content.
With Youtube’s intention of keeping the platform safe and appropriate for all, it is leaving some families struggling to make income. Without creators profiting on their videos, it makes them adjust their content in order to provide for their family. This also affects the viewers and how they view their favorite creators. If the subscriber notices the adjustments made on a creators channel it can cause them to stop watching their content or even unsubscribe.
The Youtube Adpocalypse effects creators, viewers, and the company itself. Youtube’s inability to keep its platform a safe and welcoming place for all viewers is causing companies to drop them as clients. The adpocalypse is causing creators to feel unsafe and uncertain about their careers on Youtube and sacrificing all that they have worked for.