Today YouTubers are no longer associated with the YouTube platform only. They have become digital influencers and celebrities of a new generation who have a significant impact on consumer behavior.
YouTube is the most popular medium among Polish Internet users. We spend much more time watching films on YouTube than on Polsat or TVN.
YouTubers have more fans on Facebook or Instagram than most of music or TV stars, bloggers and celebrities.
- They have bigger influence in the group of 15-25 year-olds than traditional media stars. In older groups they are still gaining more recognition and reputation.