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their favorite creators. Followers become a “patrons” and can support any creator they love. They can pay any amount they want and help creators to continue producing their content. In exchange fans get exclusive membership content: they can chat with creator, talk via Skype, or get as first access to his new videos, some extra content etc. (Patreon, 2018). This is a really good possibility for creators to raise their revenues and keep in touch with their audience. 2.2 Productplacement The wide usage of product placement on TV instead of short classic adverts, that interrupt the TV broadcast, was related to growing popularity of digital video recorders among viewers. “Digital video recording technology allows viewers to fast-forward or skip ads. According to a study done by the major television networks in 2005, 90% of viewers surveyed said they skipped Product placement – “an advertising technique used by companies to subtly promote their products through a non- traditional advertising technique, usually through appearances in film, television, or other media. Product placements are often initiated through an agreement between a product manufacturer and the media company in which the media company receives economic benefit. A company will often pay a fee to have their product used, displayed, or significantly featured in a movie or show. For example: - Coca-Cola could pay a given fee to have the title character drinking a Coke, instead of a Pepsi beverage, or - Toyota might pay to have one of the characters drive their newest automobile. Through product placement, companies hope that moviegoers will take note of the products used by the characters, and therefore think more strongly about using the products themselves. Some people consider product placement to be deceptive and unethical.” Source: http://www.businessdictionary.com/ all or most of the commercials” (Gutnik et al, 2007). Naturally TV companies raised the alarm and they were concerned that the number of advert viewers was decreasing, and more and more users were choosing to skip adverts. Advertisers were forced to find an alternative model of advertisement, and they chose product placement. Obviously, the product placement model is also applicable, and moreover, is very popular on YouTube. Website’s unstoppable growth and enormous popularity represents a high potential for promotion, and marketers could not miss this goldmine. Way of work of product placement on YT is quite similar to the television one. YT defines it like: “Pieces of content 25PDF Image | Youtube a new era of TV
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