Russian-Language Media of YouTube: Trends of the “Fifth Power” in 2021

Purpose. Compared to 800 million users in 2012, global YouTube reached over 2 billion monthly active users in 2021. Just over a quarter of the world’s population visits YouTube every month. Worldwide, users watch over 1 billion hours of content every day. Russia is in the top five countries in 2021 in terms of the total estimated number of YouTube users – 58 million. According to Why Video, over 65 % of viewers perceive YouTube content as real life. Daily statistics show the scale of YouTube and it becomes clear that this is not just social media and video hosting, but a full-fledged “fifth power”. Results. Based on the analysis of 127 Russian-language media YouTube channels conducted in the fall-winter of 2021, as well as on expert interviews and monitoring of sociological research, the authors are trying to determine the vectors of development of the enormously popular platform.Conclusion. YouTube and audiovisual networks are becoming not only a means of procrastinating and entertaining viewers, but also an informational and educational source. Social media, and in particular YouTube, have established their own full-fledged media space with their own laws, trends, culture, fashion, etc. Most YouTubers create a completely competitive product without large-scale professional, especially television, production facilities, while their audience is many times greater than the television one. They re-invent journalistic genres that seem outdated on television and radio, raising hype about them. They earn money with the help of not only the YouTube platform but also advertising integrations. YouTubers grew into powerful media, developing a personal brand, choosing the most comfortable social media platforms for themselves, and successfully mastering new ones.