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How YouTube Developed into a Successful Platform by Margaret Holland — 55 The three YouTubers shared similarities, like their filming location, which is primarily inside their homes. Sugg sat primarily at the end of her bed, as shown in Figure 2, while Helbig and Kjellberg usually sat at a desk. Even though Kjellberg (gaming), Sugg (how-to), and Helbig (comedy) represented different categories, all three YouTubers talked about objects within their videos. Kjellberg made commentary while sitting at a desk and playing a video game. Sugg’s content involved baking, reviewing products, hauling items from a store, or talking about a collection of her favorite items throughout the month. Helbig used objects the least among the three, but she still posted a variety of comedic reviews or how-to videos. Each YouTuber linked their various social media sites to the landing page of their YouTube channel. None of them used the “about” feature to describe the content on their channel. Figure 2. Sugg’s filming location in the video, “October Favourites | Zoella” Kjellberg has 40,315,481 subscribers, and 10,341,904,335 overall channel views as of October 2015. His videos garnered 29.6 million views per month on average. His estimated yearly income from YouTube reached between $1M-$16.5M. Sugg has 9,458,481 subscribers and 586,711,156 views overall on her channel. She garnered 22.95 million viewers per month. Sugg’s estimated yearly income was between $64.6k-$1M. Helbig had 2,781,292 subscribers and 156,687,601 views on her channel. Her total views per month was 7.51 million. Helbig’s estimated yearly income was between $22.6K - $361.1K. The three YouTubers earn income through advertisements placed on their videos, brand deals, and additional projects that generated profit outside of their channel. They all began posting content more than five years ago. Kjellberg, Sugg, and Helbig each had their own individual uploading schedule. Helbig uploaded Monday, Wednesday, and Friday, while Sugg uploaded every Sunday. Kjellberg uploaded content the most frequently, with at least one or two videos posted daily. Based on their last 10 videos, the average video length for Kjellberg and Helbig was around 7 minutes. Sugg’s average video length was about twice that at 15 minutes. Outside of her channel, Sugg had a product range called “Zoella Beauty,” which included a variety of bath products, cosmetic cases, and novelty make-up items. Sugg had written two novels, Girl Online and Girl Online 2. She also revealed her wax statue in September 2015 for Madame Tussauds London. She has appeared on The Great British Bake Off and the cover of Seventeen Magazine. In 2013 and 2014 Sugg won “Best British Vlogger” at the Radio 1 Teen Awards, and in 2014 took home the Nickelodeon Kids’ Choice Award for “UK Favourite Vlogger.” She also won the Teen Choice Award for “Choice Web Star: Fashion/ Beauty” both in 2014 and 2015. In addition to uploading YouTube videos, Helbig hosted her podcast, “Not Too Deep with Grace Helbig.” She appeared in a series of Lowe’s television commercials and has co-produced and starred in the feature film Camp Takota. She was the author of Grace’s Guide: The Art of Pretending to Be a Grown-up and had a new book, titled Grace & Style, coming out the following spring. Helbig also hosted a comedy talk show for E! Entertainment, titled The Grace Helbig Show. On October 28, 2015, Helbig uploaded a video, titled “We’re Making a Movie,” where she announced that she would be creating another movie with fellow YouTubers Hannah Hart, Marmie Hart, and Lionsgate. Unlike Helbig and Sugg, Kjellberg was involved in fewPDF Image | How YouTube Developed into a Successful Platform for User-Generated Content
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