YouTube’s Kevin Allocca talks about how video streaming is influencing mainstream, including John Lewis!

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Last week I went to Google’s swanky new HQ in London’s King’s Cross for a talk about trends in video streaming with YouTube. Apart from being told by an overly zealous security guard that I couldn’t take pictures of the building (a bit rich from a company that never asked me for my permission to take pictures of where I live!) it all went very well.

The main speaker was Kevin Allocca (pictured above) who talked very articulately about the influence that YouTube is having on mainstream culture (particularly TV broadcasting, but advertising too) as well as the company’s recent partnerships with top vloggers/YouTubers as part of its #MadeForYou campaign.

These include Humza Arshad (pictured below) who has over 300,000 subscribers on his Humza Productions Bad Man YouTube channel  and Dino Tokio who has over 550,000 subscribers on her lifestyle and fashion channel, both of whom were at the launch event.


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Actor, comedian and vlogger Humza Arshad has built up a large audience thanks to his popular Bad Man videos

Starting with a history of the service (did you know the first YouTube video, Me At the Zoo , dates back to April 23rd 2005), he began by talking about some of the viral sensations that YouTube has witnessed over the course of its history.

As well as all the obvious ones, such as the Ice Bucket Challenge and the more recent Mannequin Challenge, he also talked about the Whisper Challenge where you have to decipher what someone is saying while wearing noise cancelling headphones (similar to what we called ‘Chinese whispers’ when were young).

Supposedly created by vlogger Joe Sugg for his Thatcher Joe channel, and picked up by mainstream US chatshow host Jimmy Fallon, it powerfully shows the influence that vloggers are having on mainstream media. However, an even better example is the recent John Lewis ad featuring animals on a trampoline which was undoubtedly inspired by YouTube clips uploaded several years earlier.

For example he showed a clip of a boxer dog jumping on a trampoline made in 2007 which has so far been watched 3.5 million times. Then there’s this one below featuring foxes dancing on a trampoline which has been viewed over 27 million times since 2008!

John Lewis may be never knowingly undersold, but clearly it’s knowingly ‘borrowed’ or at least been influenced by the internet!

To read the article in full click here.

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