Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Plus Report - By Thomas Baekdal - October 2015

YouTube Creators, It's Time to Diversify

YouTube Red is out (in the USA), and the creators are not happy. In fact, feeling scared is the phrase I would use to best describe what I'm hearing. But, is there a problem? And what should we do about it?

Let's look at that.


One of the most exciting things about the connected world is that it allows individual creators to do things that used to be limited to big companies.

For instance, Etsy allows small-scale creators to make a living designing and selling things that would normally require a regular shop, a strong local market and partners who could distribute their products outside your local sphere.

It's the same with content. Never before have people been able to become publishers on their own. Just look at this site. I'm one person, working from home, which is based on a subscription model. This entire model would have been completely impossible just 10 years ago.

And to illustrate just how crazy this is, 96.4% of my subscribers are coming from outside my own country, coming from 49 different ones to be exact.

Think about how different that is from the world we used to have. Even if I had been able to launch my own magazine in the 1990s, I would have been limited to only distributing it in my own country. It would have been impossible for me to run a magazine in 49 different countries.

The biggest influencer, however, has been and is YouTube. YouTube was one of the first truly creator driven platforms, where you, as a creator, could turn your work into a business. True, we have been able to do that with blogs too, but no blog has seen the amount of success we see on YouTube.

So, YouTube is absolutely awesome. And it's still absolutely awesome. But, of course, things are changing.

Too much scale

The first problem we have today is scale. Usually, scale is great, because the more people there are and the more advertisers we have, the more money each creator will make. And this was the case for most of YouTube's early years.

This, however, changed in Q4 2011, when YouTube's CPC rates flipped and started to decline and have been continuing to decline ever since. In other words, each video view is now earning less than before.

This 34 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

for just...
for just...
You get two months for free


Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.

As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.

I'm a company, can we pay via an invoice?

Yes, of course, please write to and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.

Is there an Enterprise Plan?

Yes, please write to for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).

Can you create a report just for us?

Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.



The Baekdal Plus Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   strategy   —


A guide to using AI for publishers


How to fix people's perception that climate news is not useful?


A conversion that (never) ends. Mapping publisher funnels


Addressing news avoidance will help every other element of publishing


Managing churn from start to finish


What to consider before switching from subscriptions to memberships