DECRYPTAGE – In less than twenty years, the Google subsidiary has undergone a transformation, diversifying its audience, content and uses.
Eighteen months after setting himself the crazy challenge of climbing Everest, youtuber Inoxtag has succeeded in its gamble. As well as being a sporting feat, it was also a success in terms of audience ratings. Kaizen, the film documenting his ascentattracted 370,000 cinema-goers on September 13. From the following day onwards, it was viewed 37 million times on YouTube (including 17 million in 48 hours), often with the whole family on the living room TV screen.
The multi-million euro documentary, orchestrated by the Webedia group, which signed an exclusive contract with Inoxtag, was then broadcast the following month on TF1 in the second half of the evening (2.3 million viewers), and on its TF1+ platform.
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The 22-year-old, who has 8.6 million subscribers on YouTube, is a far cry from the video game games he shared in his early days. “ The success of Kaizen is an illustration of the professionalization of talent on YouTube. It also reflects the extent of the “creator economy”, initiated by our platform…
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