This story is free to read because readers choose to support LAist. If you find value in independent local reporting, make a donation to power our newsroom today.
YouTube's Allure Is Bucking The Traditional Hollywood Studio Path For Stars
Photo illustration of YouTube on the Hollywood Walk of Fame.
(
Image by Lisa Brenner. Original photo by Brian Bubonic
)
Topline:
YouTube stars are increasingly bucking the traditional studio path in favor of the video sharing service, which has grown bigger than any of Hollywood’s many platforms.
Why it matters: YouTube consistently ranks No. 1 on the Nielsen Gauge charts with nearly 10% of the audience, ahead of Netflix in second with 9%. Its audience share is so high in large part because of YouTube’s creator partners — in whom YouTube has invested more than $70 billion in just the past three years. Because of the platform’s reach, and the creators’ ability to keep ownership of their intellectual property and retain full creative control, they feel comfortable remaining on YouTube and not pursuing Hollywood avenues.
How agents and lawyers are cashing in: According to WME partner Ben Davis, who represents Hot Ones host Sean Evans, earning potential for digital talent has grown by at least 10 times what it was a decade ago — with top talent easily generating tens of millions or more. Agents and lawyers are likely being paid their normal percentage fee on brand partnerships, merchandise lines, books, tours and other such deals, though some clients — depending on how early into their ascent they were signed — can dictate which types of income they’re paying commission on.
How Hollywood talent is adapting: Some Hollywood talent is migrating to where the audience is, with the likes of Dwayne Johnson, Kevin Hart, Jon Stewart and more pursuing digital platforms. One notable example has been Joe Rogan, who transformed his career with a YouTube-first podcast that Spotify felt the need to shell out multiple $200 million-plus deals for.
For more . . . read the full story on The Ankler.
This story is published in partnership with The Ankler, a paid subscription publication about the entertainment industry.
You come to LAist because you want independent reporting and trustworthy local information. Our newsroom doesn’t answer to shareholders looking to turn a profit. Instead, we answer to you and our connected community. We are free to tell the full truth, to hold power to account without fear or favor, and to follow facts wherever they lead. Our only loyalty is to our audiences and our mission: to inform, engage, and strengthen our community.
Right now, LAist has lost $1.7M in annual funding due to Congress clawing back money already approved. The support we receive from readers like you will determine how fully our newsroom can continue informing, serving, and strengthening Southern California.
If this story helped you today, please become a monthly member today to help sustain this mission. It just takes 1 minute to donate below.
Your tax-deductible donation keeps LAist independent and accessible to everyone.
Right now, LAist has lost $1.7M in annual funding due to Congress clawing back money already approved. The support we receive from readers like you will determine how fully our newsroom can continue informing, serving, and strengthening Southern California.
If this story helped you today, please become a monthly member today to help sustain this mission. It just takes 1 minute to donate below.
Your tax-deductible donation keeps LAist independent and accessible to everyone.
Senior Vice President News, Editor in Chief
