YouTube has changed the way we watch and consume content since its inception in 2005. This phenomenon is not slowing down, as it is now the world’s second most popular search engine. This massive growth of the platform has resulted in the emergence of a new generation of celebrities who have emerged solely through the use of YouTube to build an audience.
People enjoy watching someone with whom they can interact and relate. Given that audience behaviour, a plethora of YouTube channels led by independent creators have emerged over the years, essentially selling a personality, whether real or fictitious. The younger generation watches YouTube videos as frequently as they watch television shows, making these YouTubers equally famous.
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