April 5th, 2019
(written by lawrence krubner, however indented passages are often quotes). You can contact lawrence at: firstname.lastname@example.org
As the big tech firms increasingly consolidate their hold on the Web, they are increasingly trying to clean it up and make it look presentable. For instance, many of my favorite LGBQ writers on Tumblr have recently been banned, presumably because they occasionally post photos of a sexual nature.
Google is having a problem with YouTube. Too many of their content creators are creating stuff that advertisers don’t like. So Google is now promoting conventional work from television. And the original content creators are being set adrift. Perhaps true anarchism can never be commodified?
From the article:
By the beginning of 2017, YouTube was already battling some of its biggest problems in more than a decade. YouTube’s founders didn’t prepare for the onslaught of disturbing and dangerous content that comes from people being able to anonymously share videos without consequence. Add in a moderation team that couldn’t keep up with the 450 hours of video that were being uploaded every minute, and it was a house of cards waiting to fall.
YouTube had come under fire in Europe and the United States for letting extremists publish terrorism recruitment videos to its platform and for letting ads run on those videos. In response, YouTube outlined the steps it was taking to remove extremist content, and it told advertisers it would be careful about where their ads were placed. It highlighted many creators as a safe option.
But neither YouTube nor Google was prepared for what Felix “PewDiePie” Kjellberg — one of YouTube’s wealthiest independently made creators — would do.
In mid-February 2017, The Wall Street Journal discovered an older video from Kjellberg that included him reacting to a sign held up by two kids that said, “Death to all Jews.” The anti-Semitic comment was included in one of his “react” videos about Fiverr, after having pivoted to more of a variety channel instead of focusing just on games.
His video, along with reports of ads appearing on terrorist content, led to advertisers abandoning YouTube. Kjellberg was dropped from Disney’s Maker Studios, he lost his YouTube Red series, Scare PewDiePie, and he was removed from his spot in Google Preferred, the top-tier ad platform for YouTube’s most prominent creators.
“A lot of people loved the video and a lot of people didn’t, and it’s almost like two generations of people arguing if this is okay or not,” Kjellberg said in an 11-minute video about the situation. “I’m sorry for the words that I used, as I know they offended people, and I admit the joke itself went too far.”
The attention Kjellberg brought to YouTube kickstarted the first “adpocalypse,” a term popularized within the creator community that refers to YouTube aggressively demonetizing videos that might be problematic, in an effort to prevent companies from halting their ad spending.
Aggressively demonetizing videos would become YouTube’s go-to move. It would affect everyone, and YouTube’s top talent would use the platform to air their grievances. While people understood why Kjellberg’s channel had come under scrutiny, they weren’t happy about the greater effect it had on the ecosystem. Everyone seemed to be paying for Kjellberg’s mistake.