YouTube is the new TV for youth
A MEDIA revolution is taking place, and most people over 35 years of age are not tuned in.
Millennials and their successors are shunning old-school television in favour of watching what they want whenever they wish on Google-owned YouTube or other video platforms like Dailymotion or Facebook.
"Young people don't really watch TV any more; they watch online videos that are shorter and more talent-driven," says Fabienne Fourquet who heads multichannel network 2btube.
"They don't want to be Hollywood stars when they grow up, they want to be You-Tubers."
The new multichannel networks are talent agents of sorts for creators of videos shared at online venues. They help creators, or YouTubers, with video production and promotion along with finding partners or sponsors in return for a percentage of revenue.
Ms Fourquet said popular subjects include music, comedy, sports, video games, fashion and beauty.
She noted that three-quarters of her viewers were younger than 34 and half were below 25.
Caroline Artiss has been a chef for 20 years but opted out of restaurants and started a catering business in 2008.
Then, a friend showed her how simple it was to make videos for YouTube.
"It was just me and a tripod in my kitchen," said Ms Artiss.
"Then people starting tuning in from all over the world."
She has cooked her way across the United States for a multi-episode show after catching eyes at BBC America and a television network in Malaysia.
She now has a cookbook due out this year.
"With digital video platforms and the fact that everyone has a smartphone in their pockets, we have democratised being a creator," said Paladin co-founder James Creech.
His California company specialises in technology for finding budding stars in a vast universe where anyone can post content online.
"A 17-year-old in his or her own bedroom can compete with the likes of CBS and build an audience that would rival a major media company."
Amateurs can outshine polished professional content with authentic connections that make viewers think of them as friends, he said.
The YouTube channel with the most subscribers is that of Swedish video-maker and comedian PewDiePie, who provides captivating commentary while playing video games.
Hot online video trends include "unboxing", in which people film themselves or others opening packages with unknown contents.
A popular YouTube channel called Hydraulic Press features videos of things being crushed by just that piece of equipment.
Amazon-owned Twitch on Friday announced that it is experimenting with a new "Social Eating" category in which people streaming broadcasts socialise with viewers over meals.
Traditional media companies would be worried by the trend, said Mr Creech.
"It's a huge disruption," he added. "We are in the midst of a revolution in media and it is very exciting."