US-based ★ YouTube stars wield significant influence even among adults

YouTube stars are often perceived as popular mainly among younger audiences, particularly teenagers. However, Ad Age reports that they have proven to have an impact on adults that surpasses even traditional Hollywood stars.

Professor Jeetendr Sehdev of the University of Southern California and his team surveyed 1,500 men and women aged 18 to 59 in the United States. They measured the recognition and influence of YouTube stars and compared it with celebrity data already in their possession. Regarding the survey, he stated, "We focused on who has the strongest influence and persuasive power when consumers actually purchase products. This is the information companies seeking effective spokespeople most want to know."

The results revealed YouTube stars can wield approximately five times the influence of traditional celebrities. It also became clear that for "adults," YouTube stars are "more influential" for exactly the same reasons as teenagers. He explained, "They feel a sense of ownership toward YouTube stars, believing they helped make them stars themselves. They feel a sense of ownership, as if they made the stars themselves. They see them as very relatable and identify with them." He emphasized, "Popularity and influence are separate. Popularity alone can't move a needle."

The survey results show the top five most influential YouTube stars are as follows.
(Titles omitted. Click images to link to each channel)

 

Jenna Marbles
Subscribers: 15.46 million

　

Bethany Mota
Subscribers: 9.37 million

PewDiePie
Subscribers: 39.16 million

　
Ray William Johnson
Subscribers: 10.76 million

TheFineBrothers
Subscribers: 13.09 million

Source: Ad Age

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