Hollywood stars are heading to YouTube to build a digital following
Six-figure deals for filming everyday trips to the store? It's enough to lure high-profile celebrities to the platform, but the global audience and creative freedom help keep them there as growing an online following becomes"a great point of leverage."
There's little difference between Petsch's channel and those that have proliferated over the years from homegrown vloggers — except, of course, that she's on a popular broadcast drama. Audiences aren't conditioned to seeing actors like Petsch get so personal online. But social media is breaking down that barrier, and YouTube, in particular, is leading the charge. Now, the platform is being invaded by Hollywood talent showing off their everyday lives.
YouTube's Hollywood outreach has helped spur the rise in the celebrity YouTuber. So too has its decision to help fund their channels. In 2018, per multiple sources, the company began offering public figures between five- and six-figure lump sums — "not life-changing," per one rep, but real money — to subsidize the startup costs.
There are business benefits too. Public figures with large enough channels are able to join YouTube's partnerships program, which gives them a cut of advertising revenue earned against their channels. Analytics firm SocialBlade estimates that Johnson, for example, who had 2 million views in the 30 days prior to Oct. 7, could make as much as $8,000 monthly on his channel. A big online audience also can open up conversations with brands about sponsorship deals.
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