WEBVTT - The YouTube Whisperer Guiding Creators Through Perilous Times

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<v Speaker 1>So some of our listeners might know this. But over

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<v Speaker 1>the last two years, I've been hosting a mini documentary

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<v Speaker 1>series called Next Jobs, and over the summer I noticed

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<v Speaker 1>on YouTube that traffic on my show fell off a cliff.

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<v Speaker 1>We published a piece in June about self driving cars

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<v Speaker 1>and a piece in July about genetic testing that both

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<v Speaker 1>turned out to be complete flops on the service, and

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<v Speaker 1>I had no idea why at the time. I complained

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<v Speaker 1>endlessly to our very patient video platform manager at Bloomberg

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<v Speaker 1>and also to my equally patient wife. And while it's

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<v Speaker 1>complaining to them other YouTube creators around the world, we're

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<v Speaker 1>complaining to a guy called Tim Schmoyer. Welcome back to

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<v Speaker 1>video creators. Is great to have you guys again for

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<v Speaker 1>another video creators at podcast episode today is a juicy topic.

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<v Speaker 1>Tim runs an advice channel on YouTube for other YouTube creators.

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<v Speaker 1>At the time he taped this video, a lot of

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<v Speaker 1>creators were worried about a change YouTube had just announced.

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<v Speaker 1>And I've already heard from some creators saying, like, of

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<v Speaker 1>my traffic is gone and this video was doing great

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<v Speaker 1>and now it's completely dead, and it happened overnight and this,

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<v Speaker 1>and I mean, I understand like creators like, Hey, this

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<v Speaker 1>is a really emotional thing for us. We put our

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<v Speaker 1>heart and we put our time, our energy into creating

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<v Speaker 1>something that we want the world to see. And when

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<v Speaker 1>we put that out there and we have no control

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<v Speaker 1>over whether or not people actually see this thing that

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<v Speaker 1>we poured ourselves into. Yeah, it gives us. It's offensive,

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<v Speaker 1>It kind of it kind of hurts. Let's just be

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<v Speaker 1>honest about it. Tim's right, there's something that feels uniquely

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<v Speaker 1>awful about being at the mercy of this constantly changing system.

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<v Speaker 1>And if it's this anxiety inducing to me and my

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<v Speaker 1>income doesn't depend on YouTube traffic, it's got to feel

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<v Speaker 1>so much worse for other creators who've made YouTube their

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<v Speaker 1>full time job. Today, in the show, reporter Mark Bergen

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<v Speaker 1>visits YouTube whisper Tim Schmoyer, who's been advising creators on

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<v Speaker 1>how to adapt to the video services new world order.

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<v Speaker 1>Over the last three years, YouTube has implemented sweeping changes

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<v Speaker 1>bound to public outrage over the spread of dangerous and

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<v Speaker 1>misleading content on the service. But do those changes risk

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<v Speaker 1>alienating the very people who made YouTube such a valuable

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<v Speaker 1>service for the rest of us? Imakio, you're listening to decrypted.

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<v Speaker 1>Stay with us. Okay, Mark, how's it going. It's going

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<v Speaker 1>really well. Do you want to introduce yourself? Sure, I'm

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<v Speaker 1>Mark Bergan, reporter with Bloomberg Technology, and I mostly right

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<v Speaker 1>about Google and its parent company Alphabet. Today we're talking

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<v Speaker 1>about YouTube, which a decade ago was this fledgling weird

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<v Speaker 1>video service and today is worth I think I've seen

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<v Speaker 1>enough submits of more than a hundred billion dollars, is

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<v Speaker 1>that right? Yeah? So the company has never shared its financials,

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<v Speaker 1>but there are estimates, so that's worth that much. So

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<v Speaker 1>as YouTube's gotten bigger, it's also had to make quite

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<v Speaker 1>a few changes. Walk us through the broad contours of that. Yeah, So,

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<v Speaker 1>I don't think you remember a decade ago one of

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<v Speaker 1>the most popular YouTube videos was Charlie bit my finger.

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<v Speaker 1>Oh oh. It was just like low low fi like

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<v Speaker 1>home videos, hugely viral and at that point, this was

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<v Speaker 1>like the magic of YouTube was anyone could upload a video,

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<v Speaker 1>anyone can start making money off of it. Uh, And

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<v Speaker 1>it went off in the huge successes before it became

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<v Speaker 1>just a much bigger platform, before a lot of media

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<v Speaker 1>companies were on there. Before these big stars and celebrities

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<v Speaker 1>then turned into this like high production and expensive content

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<v Speaker 1>UM for a long time, for a nearly decade, YouTube

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<v Speaker 1>got away with this and Google it was this huge

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<v Speaker 1>growth property for them. UH. Starting around twenty seventeen that

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<v Speaker 1>growth kind of got out of hand and we saw

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<v Speaker 1>UM there was major advertising boycott after some ads ran

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<v Speaker 1>on extremists, jihadi videos, UM videos full of hate speech. So,

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<v Speaker 1>starting in seen, YouTube has made a ton of changes

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<v Speaker 1>to make it a lot more difficult for hay speech

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<v Speaker 1>videos for disturbing extremist videos to come up UM. At

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<v Speaker 1>the same time, for it's made it more difficult for

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<v Speaker 1>creators to make money. So the most recent changes from

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<v Speaker 1>YouTube are happening around kids content. Kids content on YouTube

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<v Speaker 1>is massive right there. Some nursery rhymes are some of

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<v Speaker 1>the biggest channels in the world. UM, toy and boxing

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<v Speaker 1>videos are incredibly popular, and it's also this really popular

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<v Speaker 1>world of like you call the family vlogging, where families

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<v Speaker 1>kind of put our their home videos on YouTube. So

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<v Speaker 1>in September, the company settled with the Federal Trade Commission

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<v Speaker 1>for violating children's privacy because the government accused YouTube but

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<v Speaker 1>basically tracking UM and serving ads to kids in the thirteen,

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<v Speaker 1>which is not legal on the internet. So starting January one,

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<v Speaker 1>the company's old creators, okay, you're not allowed to serve

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<v Speaker 1>any of these targeted ads, which is they're basically more

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<v Speaker 1>expensive ads, and for a lot of YouTube creators right now,

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<v Speaker 1>they're very anxious about these changes. So a lot of

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<v Speaker 1>changes coming to YouTube that's making creators very anxious. That's

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<v Speaker 1>where a protagonist. Tim Schmoyer comes in. Yep. So I

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<v Speaker 1>met him at vid Con, which is this big conference

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<v Speaker 1>in Anaheim earlier this summer, and then I went out

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<v Speaker 1>to his house in October. Hey man found the right place.

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<v Speaker 1>Tim lives just outside of Cincinnati, technically in Kentucky. He

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<v Speaker 1>and his wife live with I get this, their seven children,

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<v Speaker 1>who they all home school. The point thing you know

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<v Speaker 1>about the Schmier family is they live and breathe YouTube.

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<v Speaker 1>They watch YouTube together. Tim and his wife have been

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<v Speaker 1>making YouTube videos for about a decade with their kids.

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<v Speaker 1>Today's a special family adventure day. We are getting pizza.

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<v Speaker 1>We're waiting for to cook. Right here, says Mommy's little prince.

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<v Speaker 1>Are you Mommy's prints? You know what she came out

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<v Speaker 1>of Mommy Mommy's coming last night. I think she's really cute.

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<v Speaker 1>Their kids now run their on YouTube channel UM. I

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<v Speaker 1>talked to Tim's older daughter over lunch, and she's talked

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<v Speaker 1>to me about what it's like to watch herself on

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<v Speaker 1>YouTube videos. When whenever we watch UM, like we if

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<v Speaker 1>we watch our channel normally, we're like watching our old, old,

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<v Speaker 1>old old old ones from like Howling and Toby you

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<v Speaker 1>Meet and Uzek over Babies were like watching build on

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<v Speaker 1>the video. Us kids did a lot of funny stuff

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<v Speaker 1>when you're a little, but you don't like watching the

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<v Speaker 1>newer ones much. I don't watching them sometimes when's a

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<v Speaker 1>lot to do, you were in the kids have a

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<v Speaker 1>channel a lot. It's actually fun for us. So how

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<v Speaker 1>did Tim and his family get to this point? So

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<v Speaker 1>we started posting on YouTube in two dozen six is

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<v Speaker 1>a very different era. That company just started a year before,

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<v Speaker 1>and he was He told me he was posting videos

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<v Speaker 1>so his family back home could see images and meet

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<v Speaker 1>his new girlfriend a little date night. We haven't done

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<v Speaker 1>anything for a while, like all these cupons, Like I

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<v Speaker 1>proposed at Danta today and she said, yes, we were

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<v Speaker 1>going to do it. So they're posting on YouTube and

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<v Speaker 1>then they discover that not just their family was watching it,

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<v Speaker 1>but strangers on the internet watching too, and I got

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<v Speaker 1>a little confused. I was like, wait, who are these people?

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<v Speaker 1>How are they finding my video? Why do they keep

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<v Speaker 1>coming back? Who is catlic or seventy two? And why

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<v Speaker 1>do they keep commenting on my videos? You know, there

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<v Speaker 1>wasn't really anyone answering those questions back then, and no

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<v Speaker 1>one really knew, and so I was like, well, I'm

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<v Speaker 1>gonna figure this out. And so he's talking with other

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<v Speaker 1>people on YouTube when they're sharing tips about what does

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<v Speaker 1>well and what doesn't work well. At this point, he

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<v Speaker 1>was working actually as a youth pastor UM and he's

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<v Speaker 1>the way he talks about YouTube a lot is very similar.

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<v Speaker 1>He feels that this is a channel for sort of

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<v Speaker 1>changing people's lives. And I had this like aha moment, like, man,

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<v Speaker 1>if you really want to have big impact, you really

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<v Speaker 1>want to change people's lives and reach people literally around

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<v Speaker 1>the world, I was like, YouTube is like the perfect

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<v Speaker 1>posess like perfect platform to do this. Um, Like on

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<v Speaker 1>my blog, I could write about something and tell people

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<v Speaker 1>about something, but like in a video, I could actually

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<v Speaker 1>make them feel as if they were like experiencing it

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<v Speaker 1>with me. I can invite them into it. And he

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<v Speaker 1>got really passionate about it. He went and worked for

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<v Speaker 1>a marketing agency that worked on consultancy, whether it's big

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<v Speaker 1>companies like HBO, Disney or just small video creators how

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<v Speaker 1>to perform well on YouTube. In I believe, he starts

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<v Speaker 1>his channel called Video Creators and decides to go out

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<v Speaker 1>on zone and build this consultancy where he gets people

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<v Speaker 1>to pay him to give him advice about YouTube, how

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<v Speaker 1>it works if you're looking to serve your audience on

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<v Speaker 1>YouTube and earn a full time income all doing it.

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<v Speaker 1>I am really excited to make this course available for you.

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<v Speaker 1>So by it. And to be clear, he's an independent consultant.

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<v Speaker 1>He's not paid by YouTube to do this. Yeah, he's

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<v Speaker 1>he's one of their, Like I'd say, like dozens of

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<v Speaker 1>people right that that fit into this kind of orbiting YouTube.

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<v Speaker 1>They don't work directly for YouTube. He certainly has a

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<v Speaker 1>good relationship with the company, right, he's one of their

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<v Speaker 1>kind of beta testers, which means he gets versions of

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<v Speaker 1>products early. The company trusts him with that. Um, he's

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<v Speaker 1>definitely talks to a lot of peop told me, talks

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<v Speaker 1>to people the company maybe once a week or so. Um,

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<v Speaker 1>because it's important for for YouTube to get this sort

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<v Speaker 1>of network of trusted partners who understand how YouTube works

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<v Speaker 1>and can explain that and basically deal with a lot

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<v Speaker 1>of the problems that YouTube wants to keep it arms

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<v Speaker 1>lengked with with its creators. So what does a YouTube

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<v Speaker 1>consultant to So he spends a long time on video

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<v Speaker 1>conference calls before we get started three minutes, but um,

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<v Speaker 1>long hours with his clients. Uh, well, they all sort

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<v Speaker 1>of signed in on video chat software. So he's standing

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<v Speaker 1>in his office there and they come in. At one point,

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<v Speaker 1>there were eighteen different sort of creators um talking at

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<v Speaker 1>one point. Uh, They're all in their own home offices

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<v Speaker 1>or just their living rooms, and he gives these long sessions,

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<v Speaker 1>and that one in particular was about just about keywords.

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<v Speaker 1>How many of you guys do keyword research for your videos?

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<v Speaker 1>How many of your okay, hands down, can raise your

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<v Speaker 1>hands again? How many of you have seen keyword research

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<v Speaker 1>make a significant impact on your channel growth? A little bit,

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<v Speaker 1>a little bit. But another part of Tim's consulting business

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<v Speaker 1>is what he calls office hours. So he just sort

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<v Speaker 1>of us some time where any of his YouTube creator

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<v Speaker 1>clients can come in and ask him questions. Yeah, well

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<v Speaker 1>I was there on a Wednesday. There's only one creator

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<v Speaker 1>who called in. Her name is Lucia Olivario. She runs

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<v Speaker 1>a cooking channel, lives outside of Sacramento, and one of

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<v Speaker 1>the things that Tim advises her on is to identify

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<v Speaker 1>who her target YouTube viewer is. Rich way, is your

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<v Speaker 1>target audis? Think about it? Well, that I don't know yet. Um,

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<v Speaker 1>I was trying to figure out who my target audience is,

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<v Speaker 1>and so I'm figuring it. And and the advice of

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<v Speaker 1>Tim gave when you talked to people, and even we

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<v Speaker 1>talked to me, was a sort of counterintuitive. I'd always

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<v Speaker 1>expect him. Here's someone who spends years studying YouTube. It's like, Okay,

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<v Speaker 1>here's the best way to beat the algorithm. Right, You're

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<v Speaker 1>gonna do one, two, and three, and then your videos

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<v Speaker 1>are just going to take off. But a lot of

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<v Speaker 1>his response, his advice is is sort of emotional. Right.

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<v Speaker 1>It's like, um, build a channel, make videos that somehow

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<v Speaker 1>appeal to this viewer that you've never met before. Right,

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<v Speaker 1>But you want to build this sort of bond and

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<v Speaker 1>that is going to be more important than any sort

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<v Speaker 1>of technical tactics that you take. We'll be right back.

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<v Speaker 1>So the same time, that Tim's been running this business

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<v Speaker 1>and video creators. He's also kept this old YouTube channel

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<v Speaker 1>that he posted from two thousand and six. And for

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<v Speaker 1>a long time that channel was all about his family. UM.

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<v Speaker 1>They called them schmovies. They would make these home videos

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<v Speaker 1>UM where they're doing everything, playing with friends, visiting amusement park. Um.

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<v Speaker 1>More recently, in the past few months, they've actually changed

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<v Speaker 1>directions entirely. So there's new channel is called Reclaiming Motherhood

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<v Speaker 1>and it's it's Tim's wife talking about experiences with parenting.

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<v Speaker 1>For a typical birthday, I like to let the kids

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<v Speaker 1>open up their gifts first thing in the morning. There

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<v Speaker 1>are sort of applying the same lessons that he teaches

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<v Speaker 1>in his consulting business to their own channel, and you

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<v Speaker 1>can hear that when they record the latest video for

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<v Speaker 1>that and sort of talk through as they're recording, is

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<v Speaker 1>it's gonna work? Well, why doesn't this work? Well? Should

0:12:49.600 --> 0:12:50.840
<v Speaker 1>we do it this way? Should we not do it

0:12:50.880 --> 0:12:55.080
<v Speaker 1>that way? Any other points that you can think of, Well,

0:12:55.160 --> 0:12:57.840
<v Speaker 1>what's the main point, what's the main story you're telling here?

0:12:57.920 --> 0:13:01.600
<v Speaker 1>Like what's someone's about how he's but what what like

0:13:02.400 --> 0:13:04.120
<v Speaker 1>give us the title of this? One's gonna click on.

0:13:05.280 --> 0:13:07.840
<v Speaker 1>I don't know, we didn't talk about that before, because

0:13:07.840 --> 0:13:09.839
<v Speaker 1>that's then you need to go back into your hook,

0:13:10.080 --> 0:13:17.040
<v Speaker 1>like your opening hook stop recording. And is this because

0:13:17.080 --> 0:13:20.040
<v Speaker 1>of the FTC crackdown on children's content. Well, they are

0:13:20.040 --> 0:13:21.800
<v Speaker 1>going to face a lot of the same issues that

0:13:21.880 --> 0:13:23.920
<v Speaker 1>the family creators face. So they're not going to have

0:13:23.960 --> 0:13:26.920
<v Speaker 1>comments on these videos because the prior videos feature kids

0:13:27.480 --> 0:13:29.560
<v Speaker 1>and they have the same sort of financial and certainty

0:13:29.559 --> 0:13:32.840
<v Speaker 1>about advertising going forward. But Tim said, the main reason

0:13:32.880 --> 0:13:35.640
<v Speaker 1>why they changed the channel is much more personal. My

0:13:35.679 --> 0:13:40.599
<v Speaker 1>wife's been pregnant or breastfeeding for eleven years straight, and

0:13:41.440 --> 0:13:45.400
<v Speaker 1>her body's like taking a toll on her. And so

0:13:45.520 --> 0:13:48.800
<v Speaker 1>that now that's been almost two years since our our

0:13:48.880 --> 0:13:50.920
<v Speaker 1>last one was born, Like she's coming out of that

0:13:51.040 --> 0:13:54.040
<v Speaker 1>thinking like, oh man, I have a lot of encouragement

0:13:54.040 --> 0:14:01.080
<v Speaker 1>I want to give to moms. You know, we started

0:14:01.120 --> 0:14:04.520
<v Speaker 1>our conversation today with all of the changes that YouTube's

0:14:04.559 --> 0:14:08.760
<v Speaker 1>implemented and how that's made a lot of creators pretty

0:14:08.800 --> 0:14:13.360
<v Speaker 1>mad about that. What's Tim's take? Um, you know he

0:14:13.440 --> 0:14:16.040
<v Speaker 1>has he's again he's sort of an optimist on this. Um.

0:14:16.080 --> 0:14:18.920
<v Speaker 1>We talked about this quite quite a bit. His thought

0:14:18.960 --> 0:14:22.560
<v Speaker 1>here is that, um, YouTubers think of themselves as sort

0:14:22.600 --> 0:14:25.480
<v Speaker 1>of employees at the company, which may be true. Um,

0:14:25.560 --> 0:14:27.960
<v Speaker 1>and and they're not right at the best, they're sort

0:14:27.960 --> 0:14:32.240
<v Speaker 1>of contractors. Um. So his mantra is that YouTube creators

0:14:32.240 --> 0:14:36.720
<v Speaker 1>should think of themselves as entrepreneurs, as business women and men,

0:14:36.960 --> 0:14:39.760
<v Speaker 1>and that they should be able to build these sort

0:14:39.760 --> 0:14:43.080
<v Speaker 1>of businesses off YouTube um where they don't need to

0:14:43.120 --> 0:14:46.000
<v Speaker 1>rely on the company or even its advertising dollars. And

0:14:46.200 --> 0:14:48.640
<v Speaker 1>how do you do that? Yeah? So YouTube has been

0:14:48.640 --> 0:14:51.160
<v Speaker 1>trying some options for a while without much luck. Um.

0:14:51.240 --> 0:14:53.400
<v Speaker 1>One of them is a membership program where you say,

0:14:53.400 --> 0:14:56.160
<v Speaker 1>like a dedicated viewer will pay a monthly fee to

0:14:56.200 --> 0:14:59.800
<v Speaker 1>get exclusive videos. Um. Or they have ways for you

0:15:00.040 --> 0:15:02.880
<v Speaker 1>creators to sell merchandise right below the video. They can

0:15:03.120 --> 0:15:05.560
<v Speaker 1>sell a T shirt or some sort of product they're selling.

0:15:06.560 --> 0:15:08.800
<v Speaker 1>Tim talked a lot about how, you know, he's built

0:15:08.800 --> 0:15:11.600
<v Speaker 1>a business where he has his consultancy, he sells e

0:15:11.760 --> 0:15:13.720
<v Speaker 1>books and he makes more money from that than he

0:15:13.760 --> 0:15:17.680
<v Speaker 1>does from ads. Right, But you can't really scale Tim's

0:15:17.840 --> 0:15:21.040
<v Speaker 1>model to everyone else. I mean, then everyone would just

0:15:21.120 --> 0:15:24.560
<v Speaker 1>be a YouTube consultant consulting for each other. Yeah, it'd

0:15:24.600 --> 0:15:27.960
<v Speaker 1>be pretty unbearable. You can at this point a vast

0:15:28.000 --> 0:15:31.200
<v Speaker 1>majority of the creators on YouTube who are making money

0:15:31.200 --> 0:15:36.000
<v Speaker 1>are making money off ads and these changes that YouTube's implemented.

0:15:36.400 --> 0:15:39.200
<v Speaker 1>Did you get a chance to ask Tim's kinds about that?

0:15:39.360 --> 0:15:41.840
<v Speaker 1>So Tim was kind enough to let me stand in

0:15:41.880 --> 0:15:44.360
<v Speaker 1>front of his he's a standing desk, and I was

0:15:44.360 --> 0:15:48.400
<v Speaker 1>standing in front of these eighteen different YouTubers um on

0:15:48.440 --> 0:15:50.920
<v Speaker 1>this conference call um. But I did get to ask

0:15:51.000 --> 0:15:53.080
<v Speaker 1>him A question that I'd love to ask creators is

0:15:53.280 --> 0:15:56.000
<v Speaker 1>if you were standing and sitting across from Susan what CHICKI,

0:15:56.040 --> 0:15:58.440
<v Speaker 1>who's the CEO of YouTube, what would you ask her?

0:15:58.840 --> 0:16:01.640
<v Speaker 1>But how much do they care about small time creators?

0:16:02.680 --> 0:16:06.600
<v Speaker 1>The demonetization pisces off a lot of creators, and they're

0:16:06.600 --> 0:16:10.560
<v Speaker 1>trying to look for other platforms. What would it take

0:16:10.600 --> 0:16:14.960
<v Speaker 1>to sort of say I'm gonna I'm gonna go elsewhere? Um,

0:16:15.000 --> 0:16:24.560
<v Speaker 1>I guess for another platform to start paying people. Okay,

0:16:24.560 --> 0:16:27.480
<v Speaker 1>So Tim's client just told us that he would consider

0:16:27.600 --> 0:16:31.600
<v Speaker 1>leaving YouTube if another platform paid him, And I guess

0:16:31.600 --> 0:16:34.280
<v Speaker 1>that's what's at stake for YouTube, right. YouTube needs these

0:16:34.360 --> 0:16:37.320
<v Speaker 1>smart and interesting and funny people to keep making good

0:16:37.400 --> 0:16:39.960
<v Speaker 1>videos so all of us viewers keep coming back to

0:16:40.000 --> 0:16:43.840
<v Speaker 1>the platform, which in turn drives advertising dollars for YouTube.

0:16:44.440 --> 0:16:49.600
<v Speaker 1>But realistically, other video platforms like Netflix and Hulu aren't

0:16:49.600 --> 0:16:52.200
<v Speaker 1>going to pay these small time creators to start their

0:16:52.240 --> 0:16:56.800
<v Speaker 1>own shows for them. I think YouTube's their only bit. Yeah,

0:16:56.840 --> 0:16:59.160
<v Speaker 1>that's the cynical take us that YouTube actually doesn't need

0:16:59.200 --> 0:17:01.360
<v Speaker 1>these people that they have. They make enough money from

0:17:01.360 --> 0:17:05.520
<v Speaker 1>the big creators. There is enough interest from new creators

0:17:05.560 --> 0:17:07.760
<v Speaker 1>coming on, and that's why you hear from a lot

0:17:07.760 --> 0:17:10.280
<v Speaker 1>of people that YouTube has left some of these smaller

0:17:10.320 --> 0:17:13.800
<v Speaker 1>creators out the dry um. Typically, you know, Tim does

0:17:13.920 --> 0:17:16.160
<v Speaker 1>not agree with that. He's got a much more optimistic view.

0:17:16.480 --> 0:17:18.200
<v Speaker 1>Do you think do you buy the theory that there's

0:17:18.200 --> 0:17:20.240
<v Speaker 1>sort of YouTube is now kind of split two And

0:17:20.440 --> 0:17:22.240
<v Speaker 1>some of your clients were talking about this, like this

0:17:22.359 --> 0:17:26.400
<v Speaker 1>premium world of like really high end and then sort

0:17:26.400 --> 0:17:30.040
<v Speaker 1>of everybody else, and that they're the company has been

0:17:30.040 --> 0:17:33.080
<v Speaker 1>sort of giving preferential treatment to the premium world and

0:17:33.080 --> 0:17:36.040
<v Speaker 1>not to like the everyday creators. So I know a

0:17:36.080 --> 0:17:40.280
<v Speaker 1>lot of people who work at YouTube on both a

0:17:40.280 --> 0:17:46.159
<v Speaker 1>professional and a personal level, and I say with a

0:17:46.920 --> 0:17:50.119
<v Speaker 1>confidence that there is no one there that I've met

0:17:50.760 --> 0:17:54.520
<v Speaker 1>who is like who doesn't care about the little creator.

0:17:59.280 --> 0:18:01.760
<v Speaker 1>You know, Mark, I've been thinking about this, and I

0:18:01.800 --> 0:18:04.320
<v Speaker 1>think you can think of these small time creators as

0:18:04.400 --> 0:18:07.960
<v Speaker 1>kind of the civilian casualties of this war that YouTube

0:18:08.000 --> 0:18:12.200
<v Speaker 1>is waging now on all this toxic, gross content, even

0:18:12.200 --> 0:18:14.560
<v Speaker 1>though the vast majority of them have nothing to do

0:18:14.640 --> 0:18:16.960
<v Speaker 1>with that stuff. Right that they're not making all the

0:18:17.040 --> 0:18:21.400
<v Speaker 1>jihadi content, they're not making the fake news that we're

0:18:21.440 --> 0:18:24.880
<v Speaker 1>all mad about. And there's something sad about that. That's

0:18:24.880 --> 0:18:28.320
<v Speaker 1>squeezing out the little guys who made YouTube what it

0:18:28.440 --> 0:18:31.280
<v Speaker 1>is today. Is the only way that YouTube can fix

0:18:31.680 --> 0:18:35.720
<v Speaker 1>this mess. Yeah, But at the same time, these little

0:18:35.720 --> 0:18:37.760
<v Speaker 1>guys aren't quitting, you know, They're still making a much

0:18:37.800 --> 0:18:41.919
<v Speaker 1>of YouTube videos um and and YouTube is just continuing

0:18:41.960 --> 0:18:45.000
<v Speaker 1>to grow um and in some ways that's that's good

0:18:45.040 --> 0:18:48.440
<v Speaker 1>for for business. Like Tim's right, he is this chance

0:18:48.520 --> 0:19:00.800
<v Speaker 1>to to walk people through this very confusing world. Mark Bergan,

0:19:00.920 --> 0:19:03.720
<v Speaker 1>thanks for coming on the show today. Thanks for helping me.

0:19:09.560 --> 0:19:12.639
<v Speaker 1>Decrypted is hosted by me Akio. Sean Ween is our

0:19:12.680 --> 0:19:16.320
<v Speaker 1>executive producer. Ethan Brooks mix the show today. Alisair Barr

0:19:16.400 --> 0:19:19.119
<v Speaker 1>was our story editor. Francesco Levy is the head of

0:19:19.160 --> 0:19:21.400
<v Speaker 1>Bloomberg Podcasts. We'll see you next week.