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Figure 3 - YouTube stars are the new influencers There are many recent studies telling that YT stars have a great influence on the young generation. For example, a recent research revealed, that: “over 60% of all the age groups questioned confirmed they would buy a product or service from a brand endorsed by a YouTuber creator” (Jarboe, 2015). They believe Youtubers more than other stars, and because of their provenience, young people perceive them as equals. It is no secret that young people are those who are the most active participants in the digital world. According to the study done by Defy media: “Youth 13-24 view fewer hours of traditional TV than content from digital sources. Online video, viewed in social media or on sites like YouTube, is watched by 96% of youth at an average of 11 hours weekly” (Defy media, 2017). Source: Defy media (2017) 28PDF Image | Youtube a new era of TV
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