OG YouTubers want to retire

After launching on Netflix only two weeks ago today, Richard Gadd’s ‘Baby Reindeer’ has become a viral sensation. Gadd plays himself in a telling of his own true life story in which his life as a struggling comedian and bartender is taken over by a convicted stalker. 

Much of the show’s social media virality, however, comes from mass creator speculation about who Gadd’s stalker is in real life. Fictionally named Martha Scott in the show, Gadd is adamant on keeping the true identity of his real life stalker anonymous. One video in particular has gone viral with fans thinking they can hear the real Martha and her distinctive laugh in the audience of Gadd’s real life stand up comedy content. 

Other creator content, like Chris Olsen’s gobsmacked reaction to the show, has also gone viral as viewers are simply astonished at how triggering, tense and raw the show feels. Cameron Kozak also reviews how honest and authentic the show feels. 

In a world of visually attractive, ‘perfect’ world TV productions - from overly glossy portrayal of the 80s queer community (Pose) to Gen Z cravings for sitcom rerun escapism (Friends, Modern Family) - it’s no wonder that such a rarely honest show has struck such a chord with Gen Z creators who profess such desire for authenticity.

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How a creator with 62,000 followers made $74,000 last year

Ariana Nathani is a dating podcast host and content creator with a following of about 62,600 across her four social accounts. She made about $74,000 in 2023 by hosting events, posting sponsored content on her personal channels, and from the TikTok Creator Rewards program. 

To break down her income, hosting events were Nathani’s biggest source of income, bringing in $49,700 last year from brand sponsorships and ticket sales, compared to $22,700 from sponsored social-media content and $1,600 from TikTok. 

After a few of her videos went viral in 2022, more brands and venues started reaching out with offers to sponsor her events. For example, Bumble is paying her $5,000 to host an event at the restaurant Ketchy Shuby. 

Nathani also started charging tickets for her events; she made $11,800 from ticket sales through three events at the Georgia Room, $3,000 for two events at the Lox Club, and $9,600 from three Discolo events.

In February, Vice invited her to the UK to co host a new travel show for a few weeks. The deal was worth $17,200, not including the free flight and accommodations.

Moving forward, Nathani aims to earn more from events and brand partnerships this year compared to 2023; the first three months of 2024 have already brought in $25,900.

If the US bans TikTok, Gen Zers won’t turn to Instagram Reels which give them the ‘ick’

As a potential US TikTok ban looms, Gen Zers are contemplating what app might take its place. For many of Gen Z, Instagram Reels give them the ‘ick’. 

According to Business Insider, a mass number of Gen Zoomers said it is unlikely they will use Instagram to post Reels; “They'd rather take their chances on something new like Clapper or put their energy into YouTube shorts”. 

Young people still use Instagram despite it being declared "over" in 2022 but has made something of a comeback. More people downloaded Instagram than TikTok in 2023. But for Gen Zers, social media platforms all have different purposes, and they doubt Instagram can capture the magic of scrolling on TikTok.

According to a Pew Research Center study, YouTube is the biggest social media platform among US teens, with 93% of respondents aged 13-17 saying they used it. TikTok is in second place at 63%, followed by Snapchat with 60%. Instagram is close behind, with 59% of respondents saying they used it.

OG YouTubers want to retire

Jacksepticeye, one of YouTube's OG creators with over 30 million subscribers, hinted at retirement in a recent video….
Feeling the platform's changing demands, he sees himself transitioning to new creative pursuits, ideally within the next two years. Jacksepticeye isn’t alone in this sentiment and his expression reflects a broader trend of OG creators questioning their future amid a landscape dominated by MrBeast and AI-generated content. 

To be clear, in the video posted April 5, Jacksepticeye quotes "no, I'm not retiring from YouTube," he said. "At least not yet."

However, despite his immense success, Jacksepticeye struggles with motivation and burnout, exacerbated by negative comments and the relentless content cycle. YouTube acknowledges creators' challenges but maintains a focus on sustainability. As the platform evolves, the future remains uncertain for creators like Jacksepticeye, navigating pressures and shifting paradigms.

My favorite TikTok of the week:

@honesthourkl

Here’s your sign to check-in on your favourite Gen-Z colleague.⁠ ⁠ ⁠Who ever said pampering and working can’t be synonymous (except maybe ... See more