Making Creator Headlines · Page 7
UCLA Survey Places YouTube Atop Youth Storytelling
· New York time
YouTube ranks as the top storytelling platform among respondents ages 10 to 24 in UCLA’s Teens and Screens Report, according to Tubefilter. The Center for Scholars and Storytellers surveyed 1,500 people in that age range. Hollywood’s discovery of creator talent has apparently coincided with young viewers wondering why the introduction took so long. The finding gives a specific research basis to discussion of YouTube’s role in entertainment. It describes the surveyed group’s preferences across an age range spanning children and young adults. An audience can favor one destination without surrendering the remote control forever, but that preference makes the platform a substantial part of the storytelling conversation. For producers and advertisers, the result supports taking creator-led storytelling seriously as part of the entertainment market. YouTube is not merely a place where promotional material waits for a film to begin elsewhere. For these respondents, it is itself a leading destination for stories. The institutional comedy lies in the timing. Established entertainment can spend years deciding whether a format deserves recognition while its intended audience has already subscribed, developed favorites and moved on to asking when the next installment arrives. The formal invitation to the industry meeting may arrive after the audience has finished discussing the season.
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