Should we all be starting youtube channels?

April 4, 2025

Or: Is YouTube the Answer to the Crisis in Everything Media?

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So YouTube seems like a great option.

I’m asked often:

“Should we start a YouTube channel?”

I never have a perfect answer. But I can offer some facts.

Yes, YouTube is now the de facto home of entertainment in the USA. It recently overtook Netflix and Disney+ in TV screen share, with 11.6% of total US TV usage. And here’s the kicker, much of that growth is coming from viewers over 50. You read that right. The very audience broadcasters are terrified of losing are spending their evenings with Sidemen and shark tank breakdowns. so should we Give Up Everything and Get Youtubing?

So yes, the viewers are there. And yes, the advertisers are following.

Here’s the “but,” and it’s a big one.

The real allure of YouTube for creators is this, no gatekeepers. No commissioners to turn your idea down with a half-smile. No notes from someone who’s never been on set. You can just make the thing and hit upload. For anyone who’s ever had their dream format die in development hell, that sounds like paradise.

But let’s get real.

On YouTube, you are the one footing the bill. There’s no commissioning budget. No overheads absorbed by a big prodco. You pay to make the content, and that’s a big punt if you’re trying to sustain a crew, even a tiny one.

What about production values? If you’re shooting interviews or documentary shorts, yes, a phone, a lav mic, and some slick editing will do the job. A powerful story can carry it. Just think about lonelygirl15, one of the first successful web series. It was scripted, mysterious, and created a huge following, all shot on a webcam. That worked because the story was gripping and the aesthetic matched the mystery. But if you are building game shows, studio formats, or anything that relies on visual scale or big hooks, it’s a much harder sell. I’ve done the maths. I can mock up a version of my latest game show idea using UGC, no set, and a voiceover, but it’s not going to rival prime-time. Not yet.

And here’s the irony. The YouTube experts love to shout “forget everything you know about TV.” But look at the successful ones. The Sidemen. MrBeast. They are now building back toward traditional TV values. Sets. Crews. Long-form storytelling. Scheduling. Sponsors. Everything they once walked away from, they are now embracing.

Now for the brutal truth. Sustainable income on YouTube is rare.

Only about 0.25% to 0.33% of channels generate enough to support a full-time creator. That’s roughly 25,000 to 40,000 globally. You’ll need big numbers, a clear niche, diversified revenue, and relentless output. You also have to be your own EP, marketing team, and distributor. And, by the way, learn how to read data like a YouTube algorithm whisperer.

Still want to start a YouTube channel?

Good. You should.

Just go in with your eyes open. Bring your creativity, and a thick skin.

And maybe, like me, buy a lottery ticket just in case.

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📈 Quick Hits

🔥 YouTube Now Dominates US TV Screens

New Nielsen figures show YouTube at 11.6% of US TV screen time, ahead of Netflix (7.7%) and Disney+ (1.8%). Broadcasters? Slipping further behind.

Source: Nielsen, March 2025

🎈 From YouTube to Netflix: ‘Pop the Balloon’ Goes Big

What started as a dating format on YouTube is premiering LIVE on Netflix this month. Pop the Balloon proves UGC-led shows can grow into global formats. Think about that next time someone calls your sizzle “too niche.”

Watch the trailer

📺 Long-Form is Thriving on YouTube

MrBeast’s last three videos were all over 25 minutes. The Sidemen revived Supermarket Sweep with full studio treatment. Long-form is not only alive on YouTube, it’s winning.

💰 Creator Economy ≠ Easy Money

Most YouTubers earn under $1,000 a year. Only a tiny group crack six figures. The business model works, but only when you understand how to build revenue beyond ads.

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📬 Final Thought

Starting a YouTube channel is not a shortcut. It’s not a lifeboat. It’s not even a plan B.

But if you can create, iterate, and hustle hard, it might just be the most powerful platform you’ve ever worked on.

Let me know if you’re thinking of making the leap. If you’ve already started, send me your link. I’ll be featuring some reader channels in next week’s newsletter.

—Jonathan

Founder, alt.media. Smarter storytelling, better production, across every platform.

👉 @jgtvdirector | jonathanglazier.media | Subscribe on LinkedIn & Substack

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