Youtube is considered to be one of the pioneering video platforms that have granted consumers a significant degree of autonomy. Individuals have the ability to create and distribute videos without restrictions and have the option to include adverts based on the viewership metrics of the published videos. The Youtuber engages in efforts to generate income by producing and distributing videos with the aim of increasing viewership, hence augmenting their potential for financial remuneration. This is a highly ideal virtuous cycle. The YouTube platform can be likened to an intermediate, where advertisers assume the role of customers, while YouTubers function as producers. This comparison serves to simplify the understanding of the dynamics at play inside the YouTube ecosystem. Youtubers with a substantial viewership are offered advertising opportunities, which are strategically designed to capture the attention of a larger audience and thereby increase the user base of the Youtube platform. In doing so, Youtube is able to generate revenue through commissions from these users. According to research published in The Sun in 2022, a significant proportion of youngsters between the ages of 6 and 17, specifically 75%, express a desire to pursue a career as YouTubers. A significant proportion of individuals belonging to the Generation Z and Millennial cohorts express a strong inclination in pursuing a career as a YouTuber. When the individual set foot on the lunar surface, one may envision a substantial increase in the number of aspiring young individuals who aspired to pursue a career as astronauts, primarily driven by the perception that the experience appeared to be enjoyable. The platform affords users with increased autonomy and facilitates the cultivation of a wide range of content. Content creators on the YouTube platform employ diverse strategies to generate high levels of viewership for their videos. As of June 2019, Ryan Kaji held the distinction of being the most financially compensated individual within the realm of YouTube content creation. The YouTube channel known as “Ryan’s World” garnered the highest level of popularity. During the period spanning from June 2019 to June 2020, Kaji accumulated a total income of $29.5 million. In addition to generating advertising money, Kaji has successfully secured licensing agreements for a portfolio of over 5,000 products. This method of generating income was unprecedented prior to the advent of YouTube.

As of 2022, the number of monthly active users on YouTube exceeds 2.5 billion. The combined number of subscribers for YouTube Premium and YouTube Music exceeds 80 million globally. Over one-fourth of the global population engages with YouTube on a monthly basis. This observation further demonstrates that the users of this platform originate from diverse geographical locations, encompassing various racial and gender identities, hence facilitating communication among individuals from diverse backgrounds. This phenomenon pertains to the intersection and acquisition of cultural knowledge.

by-Yuxiao Miao