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YouTube as a Distribution Platform for Series and Films

YouTube's role as a platform for the release and streaming of web series and films is notable within various hyperlinked pages, serving a wide array of creators and artists. Numerous series, such as Whatever, Linda, Walking in Circles, Rostered On, Old Dogs & New Tricks, and Teenagers (web series), were launched on YouTube. With strategic release timing and weekly episodes, these shows thrived by gaining followers and viewership directly on the platform. For instance, the premiere episode of the second season of Teenagers (web series) notably became viral on YouTube. Notably, the series Voldemort: Origins of the Heir demonstrated the expansive audience reach of the site when its teaser registered over 30 million views in under 48 hours.

YouTube's success extends to film as well. Films such as Grave Encounters, Voldemort: Origins of the Heir, Descendants 3, Chooriyan, and Proper Patola (film) leveraged the platform for their promotional strategies. They released official trailers and promotional footage via YouTube, amassing millions of views. In particular, the film Grave Encounters affirmed the promotional potential of the platform when its teaser trailer accumulated over 1.5 million views within three months. Notably, Voldemort: Origins of the Heir was not exclusively promoted, but also premiered on YouTube, accumulating over 15 million views as of March 2018.

In addition to promoting series and films, YouTube also hosts streaming for series typically seen on traditional television. Series such as Click (Philippine TV series), Palos (TV series), I Heart You, Pare!, Adarna (TV series), and Oh, My Mama! are all mentioned as available for streaming on YouTube. This trend indicates a progressive shift in audience viewing habits from traditional television to online platforms such as YouTube, allowing viewers to access their favorite shows at their convenience, in turn expanding the reach and lifecycle of the content.

YouTube and Society

Since its inception in 2005, YouTube has drastically transformed media consumption and content creation, becoming one of the most significant platforms for sharing original content and attracting both independent creators and mainstream media corporations. Established networks like CNN, NBC, BBC, and Fox News have created their own channels on the platform, posting clips of broadcasts and interviews Citizen Media. Content varies from music videos Sexuality in Music Videos, to news segments as seen on Buryad Unen and Troma Entertainment. The variety of content on the platform caters to a wide range of interests among viewers.

YouTube has also been noted for its role in events of social and political significance. Online platforms, including YouTube, have been exploited by extremist groups for disseminating their ideologies Social Media Intelligence. Meanwhile, the platform has served as a crucial tool for activists, for instance, during the Arab Spring, where protestors used YouTube to broadcast the events to the world. Tools like YouTube are also often used by groups documenting instances of Police Brutality.

However, the platform faces challenges concerning adherence to policies and community standards. This was evident when Troma Entertainment had their YouTube channel terminated for violating community standards. Various governments have also attempted to limit access or control its use, as witnessed in Syria during the civil war Syrian Civil War.

On the other hand, YouTube has been significant for live broadcasting of sports events and news. Events from the Northern Territory Football League, 2017 PBA Commissioner's Cup Finals, 2016–17 PBA Philippine Cup Finals, Euronews, and the 2020 PBA Philippine Cup Finals have utilized YouTube's live streaming capabilities, demonstrating its crucial role in real-time information dissemination.

YouTube and Individual Creativity

A variety of individuals have embraced YouTube as a platform to showcase their creativity and attract public attention. Artists such as Richard Manitoba, Morgenshtern, and Arradhya Maan have extensively utilized YouTube to share their talents with a broader populace. Celebrated musician, Gene McDaniels, initiated a series of YouTube videos, featuring his music and sharing insights into his artistic processes. Noteworthy aboriginal artist Djalu Gurruwiwi has also adopted the platform, allowing him a global reach previously inaccessible.

YouTube has also served as a platform for contentious matters and subjects to be addressed in the public domain. The otherwise tranquil town of Oniontown, New York, gained global attention when a derisive video about the area was uploaded to the platform. Russian figure Maxim Martsinkevich, known for his radical views, was charged with extremism following the publication of his YouTube videos containing racist comments and extremist ideologies. In an incident provoking controversy of a novel kind, a Dutch student caused a media sensation in the Netherlands and Belgium when he uploaded a video on YouTube 'swaffelen' (an act of slapping an object with the penis in public) at the Taj Mahal, leading to his subsequent suspension.

YouTube has also emerged as a conduit for social commentary. This is demonstrated by Pat Condell, who rose to prominence through his series of monologues criticising religious authority and the societal repercussions of Muslim immigration into Europe. The popular comedic group The Chaser experienced a disruption when their YouTube clips were fraudulently claimed and taken down, putting a spotlight on the issue of content ownership and copyright within the YouTube platform. Additionally, personalities including Thenjiwe, Paola Locatelli, Alexa Chung, and Gina Dirawi have gained a significant following through creating and sharing content on YouTube. The platform's versatile nature even extends to poetry, as illustrated by Poet Dareen Tatour, who has used the platform for publishing her work.

YouTube as a Platform for Music Videos

Numerous artists utilize YouTube to release and promote their work, making the platform a significant medium for music videos. Love Is All Around, for example, published its music video on YouTube in 2013, and it has since amassed over 46 million views. The official video for Can't Help Falling in Love was uploaded in June 2009 and had obtained more than 61 million views by September 2021. The 3 Doors Down song "When You're Young," released its cinematic music video on YouTube in March 2011.

What's Up? by 4 Non Blondes had its music video aired on MTV and later uploaded onto YouTube in February 2011. By February 2021, the video reached over 1 billion views. The music video for the song Choke, released on January 11, 2019, features a unique concept of appearing in a music television program from the early 1980s. Another notable music video, Om sanningen ska fram, was uploaded to the platform on April 27, 2011.

Several older music videos also gained new visibility through their availability on YouTube, such as Who Do You Think You Are by Candlewick Green, published on the platform in May 2012. I'm Gonna Get You, a work by Bizarre Inc, was uploaded in 2013, years after the original release. The Andrew Gold song Never Let Her Slip Away, for instance, had its music video published on YouTube in April 2013, and by November 2020, it had over 1 million views.

Other notable examples include the video for Lovely Day, which was shared on YouTube in February 2014 and had generated more than 2 million views by January 2023, and Samba de Janeiro's music video, uploaded on August 2017, which had attracted over 25.7 million views by June 2022. Make Me (Cry) and Take It Back are other examples of songs whose music videos were uploaded and gained immense popularity on the platform.

Use of YouTube in Music Promotion and Audience Engagement

YouTube has become a significant platform for music artists and bands to promote their works and engage with their audience. Prominent examples include Zephanie Dimaranan, who garnered significant attention for her cover songs on YouTube, one of which achieved over a million hits. Similarly, Cœur de pirate (album) gained media attention in the U.S. when a Quebec City photographer used a song from the album in a popular YouTube video. This video received coverage on Good Morning America along with a favorable review from blogger Perez Hilton.

Taylor Swift promoted her album Blonde on the Tracks through a live-streamed concert on YouTube. Promoting the album 55, the duo The Knocks uploaded all the unreleased songs from the album onto YouTube, expanding their audience reach.

Musicians also utilize YouTube for the dissemination of their music videos and live performances. Amberian Dawn, in January 2009, released their music video "My Only Star" on YouTube, which was accompanied by footage from their 2008 tour. Moreover, Romanian singer Alexandra Stan used YouTube to release the music video for her song "All My People," which drew significant attention for its erotic nature and use of surveillance cameras. Stan's choreography was compared to works performed by Michael Jackson and she wore Madonna-like outfits, which caught the audience's eye.

Meanwhile, In Legend conceived a unique "YouTube DVD" promotion strategy, involving the creation of professional music videos or self-designed slide show videos for all album songs.

Several musicians and bands have marked significant success, and some have even gained immense popularity on YouTube. Sofía Suescun's single "Muévelo" became a number 1 YouTube trend and has accumulated over 2 million views. Pop singer Jelena Rozga's music video for "Nirvana," which earned substantial media and press coverage, is the second most-watched video on her YouTube channel, boasting 36.5 million views. The soundtrack single "Inna Mylu" from the film Lift (2021 film) also gained considerable success, hitting 30 million views on YouTube. Thus, YouTube becomes a strategic tool for musicians to popularize their works and measure their viewership.

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