<pre><pre>In the YouTube Trending section, video makers have a major disadvantage compared to major brands

YouTube video makers must get millions more views than late night TV shows & # 39; s so that they appear in Trending according to YouTube an investigation performed by a YouTube channel that is popular among makers. The Trending section appears on the YouTube home page and may potentially lead thousands of views to a video, but YouTube seems to make it much harder for individuals to display than for major brands.


With data removed from 40,000 video & # 39; s, the study found that video makers, such as Logan Paul, should be viewed about 11 million times before they enter the trending section. Relatively, like segments of TV shows The Tonight Show viewed only a few hundred thousand times.

"Regardless of how often [Paul] he uploads, he is much less likely to tremble than someone like ESPN, whose barrier to Trending is about 500,000 views," says Stephen, who gives his first name and carries out the study for his analysis channel. Coffee break.

The difference is large – Paul vibrated four times in the approximately 18-month period in which Stephen had deleted the data, while ESPN trended 85 times. Stephen saw something similar for channels classified as news by YouTube's internal system: 95 percent of the news that appears on Trending comes from traditional media. Makers such as Philip DeFranco, who was that? awarded by Google as part of an initiative To make better news channels on YouTube, you must reach a much higher viewing threshold to appear on Trending.

"It gives a very clear picture of what's going on with Trending," Stephen said The edge. "YouTube sees it as a place to show people that they contain content from advertisers. And video makers see a place where viral works can be put in the spotlight. The difference is so obvious."

YouTube video makers have demanded that the company keep Trending in better balance, both because it stimulates the viewer and represents the ethos of the platform. Many people worry that YouTube prefers too much traditional media, such as TV networks, despite the fact that creators are crucial to the success of the platform. But the makers of YouTube also run a greater risk because some produce edgy content that can draw negative attention to the platform and scare off advertisers. Leaning on channels that have a reputation for being responsible is brand safety, said Stephen.

YouTube executives have said the company is cautious about what videos end up on Trending. YouTube CEO Susan Wojcicki said in a recent letter to video makers that they "are especially careful with the safety of these videos &" ensure that they do not contain blasphemy or adult content ". Wojcicki also admitted that the company could help better, promising video makers that 50 percent of the content section of the maker would be ahead. A YouTube representative pointed out The edge to Wojcicki's letter when asked to comment on the video.


YouTubers understand the predicament of the company. Felix "PewDiePie" Kjellberg, easily one of YouTube & # 39; s most controversial makers, said in his own video that it is impossible for YouTube as an organization to know if any YouTube video maker will consistently produce ad-friendly content. The & # 39; Trending & # 39; tab managing to keep advertisers happy is just a matter, Kjellberg argued.

However, what was interesting for Kjellberg is how Trending worked internationally. Stephen compared Trending video & # 39; s in the United States and Canada – two countries with similar cultures, time zones, and languages. While Kjellberg trended 45 times in Canada, he was in the United States only once.

The finding suggests that moderation works differently in the US than in Canada. "That means someone went on YouTube," PewDiePie? Get him out of here & # 39; & # 39 ;, Kjellberg said in his video. "It's not about sharpness. It's about what YouTube finds safe content. But I wonder with those 44 videos – what was it with those videos that were unsafe if that was the case?"

Stephen believes it is because Kjellberg is one of YouTube & # 39; s most notorious unsafe video makers, who have made the front pages & # 39; s of anti-Semitic content. He theorizes that the discrepancy between the two countries is a direct consequence of the fact that more moderators are being hired to ensure that all video & # 39; s appearing are used correctly. It is a sign that YouTube is working on its promise to address many of the problems that have arisen in the past, including allowing malicious content to appear in the Trending list. Stephen supports YouTube's efforts to combat harmful content; he simply worries that the original, ad-friendly video & # 39; s of many video makers will be skipped.

"They significantly underestimate the importance of their makers and their creators," said Stephen. "I think they would do well to invest meaningfully in makers in the long term."

YouTube agrees. The company told earlier The edge that his "core content strategy and investments are still focused on our endemic makers".

But for now video makers are not taking it as closely with the trending list as a sign that they are lagging behind.