'For anyone trying to understand the bonkers world of YouTube, this is essential reading.' - ESQUIRE 'Both absorbing and highly illuminating' - THE BOOKSELLER 'No one understands the intricacies of YouTube like Chris Stokel-Walker' - THE ATLANTIC Two billion people now watch YouTube, yet its stars are a mystery to the general public and media. What is the secret of their appeal? How do they cope with being in front of the lens? And who is behind their success? More than 100 insiders laid bare the reality of their lives for this, the first in-depth independent book on YouTube. It charts the platform's rise from single home video to global boom - while getting the facts on brand deals, burnout and authenticity. This is an ideal guide for anyone in universities, media or marketing who needs to understand YouTube professionally, and of course those who want to make it as a YouTuber.
PART I POWER AND BEGINNINGS 1. Uploading: Casey Neistat and the power of YouTube 2. Jake Paul: cars, money, and a burning swimming pool 3. Me At the Zoo: Jawed Karim and the worst video of all time 4. Viral comedy: YouTube laughs all the way to the bank 5. Grace Helbig and the first stars of vlogging 6. From Russia to Latin America: YouTube goes global PART II ENGINE ROOM: HOW YOUTUBE WORKS 7. The Algorithm: YouTube's secret formula 8. Policing YouTube: extremism and the Adpocalypse 9. Sponsored content: the tale of Dodie Clark and Heinz beans PART III CHARTING THE STARS 10. Know your YouTube: elite, macro-influencer and micro-influencer 11. Elite influencers: fighting their way to the top 12. Child stars: meet MattyB, who gets two million views a day 13. Macro-influencers: beauty, crime and DIY 14. Micro-influencers: speaking to a devoted audience PART IV BEHIND THE SCENES: SNAPSHOTS 15. Summer in the City: a gathering of the influencers 16. Collaboration: Sapphire builds a career 17. Management: Sarah Weichel, star agent 18. Training camp: with the 11-year-old YouTubers 19. YouTube school: with the adult entrepreneurs PART V CAUGHT IN THE MACHINE 20. Pranks for views: why Monalisa Perez shot her boyfriend 21. Authenticity: the fourth wall for YouTubers 22. Burnout: slaves to the algorithm 23. Fanatical fans: obsessive relationships PART VI THE BATTLE FOR CONTROL 24. YouTubers found a union 25. Patreon: seeking independent support 26. Merchandise: from books to pop sockets PART VII THE FUTURE: YOUTUBE v TV 27. Invasion of the Hollywood stars 28. Is YouTube killing traditional TV? 29. Online video war: YouTube v Facebook PART VIII CONCLUSION 30. A flawed winner Glossary Acknowledgements Notes Index