YouTube is arugably the most successful video sharing app, and I think one of the key reasons for it’s user retention over the last 20 years is its assemblage. Assemblage, as suggested by Cassetti (2015) is the relationship between machinery and variety within a collection. The working symbiosis of visual and audio elements combined with users practices of media consumption and their need to experience reality is integral to YouTube’s premise in the idea that there is something for everyone on the platform that each individual will be able to connect with and then share that connection with other users.

With focus on symbolic needs, audiences require fulfilment out of the content they consume. People enjoying following narratives and seeing landscapes or people they cannot in their day-to-day experiences. Take for example the creator Indigo Traveller. He is a travel vlogger who posts videos showcasing the ‘unseen’ or forgotten areas of the world, usually by following a local guide as he shows the viewer communities and living conditions most are unaware of, but interested in.

His difference from the usual travel vlog attracts a nicher audience then other creators in this genre, but the beauty of YouTube is the ability for people to find their niche and then go to create and consume it. I think YouTube allows people to frely experiment with genre and content they align with, hence why it is so successful. Carol Vernallis (2013) also suggests that “genres with long standing traditions” have embraced changes to film, styles of film and video creation. Indigo Traveller links somewhat to her point, in the sense that whilst television documentaries focussing on other parts of the world have always been popular, his videos add a level of depth and altering around viewers personal/situational understanding to continue to develop and showcase these beautiful but damaged environments.

I think YouTube is so successful in its maintanance of assemblage because it adapts and works with its users and creators, where in contrast, film and television may be falling behind.

Lily De’Athe 33735532

Casetti, F. (2015). ‘Theories of Cinema.’ Oxford: Oxford University Press.

Vernallis, C (2013) ‘Unruly Media: YouTube, music video and the new digital cinema.’ Oxford: Oxford University Press

Indigo Traveller (2021) ‘Lagos, Nigeria is Crazy (Largest City in Africa – 25 Million People)’ YouTube (Accessed 27.11.24) Available at: https://youtu.be/2ZrYwuxThFA?si=9OTe5kf3OEIaHmf6

Image – WP Expert (Accessed 27.11.24) Available at: https://images.app.goo.gl/D778fg2vPuvcj1L8A