Why are so many car YouTubers quitting?

🌈 Abstract

The article discusses the changing landscape of automotive media, where traditional media empires are being challenged by the rise of popular YouTube channels. It explores the phenomenon of creators leaving the channels they helped build, often after those channels were acquired by private equity firms. The article examines the impact of private equity ownership on the creative process and the challenges faced by these media companies in managing talent.

🙋 Q&A

[01] Early momentum

1. What was the "canary in the coal mine" that signaled the start of this trend of creators leaving their channels? According to Tiernan A.I., the former technical producer at Donut Media, the departure of Alex Kersten from Car Throttle in 2022 was the first major sign of this trend. Kersten was a major contributor at Car Throttle, which had grown to over 3 million subscribers on YouTube since launching its channel in 2011.

2. What other notable departures have occurred in the automotive media space? Other notable departures include Ethan Smale and Jack Joy leaving Car Throttle, and the departures of Jeremiah Burton and Zach Jobe from Donut Media. The article also mentions the appointment of Vance Johnston as president of Hoonigan, which was seen by many as a sign of the brand losing touch with its audience.

[02] Donut departures

1. What were the main reasons cited by Jeremiah Burton and Zach Jobe for leaving Donut Media? Burton and Jobe expressed frustration about how the creative process changed at Donut Media after it was acquired by the private equity firm Recurrent Ventures in 2021. They said they were forced to focus on making videos that would perform well, rather than the videos they wanted to make.

2. What other notable departures have occurred at Donut Media? In addition to Burton and Jobe, the article mentions that Jesse Wood, the brand's Chief Creative Officer, left Donut Media in February after eight years with the company. The article also notes that James Pumphrey, who hosted the popular "Up to Speed" series, has since confirmed his departure from Donut Media.

[03] Other perspectives

1. What are some of the challenges that these new media brands face in managing talent, according to Mike Spinelli? Spinelli, a former VP of content at Recurrent Ventures, says that these new media companies may not be used to dealing with talent in the same way as traditional TV and movie industries, where contract renegotiations are more commonplace.

2. How does Alanis King's perspective on the current situation in automotive media differ from the common narrative? King, who has worked for media companies acquired by private equity firms, provides a more balanced view. She suggests that the pressure to constantly grow and perform at the rates desired by investment firms is a key contributor to the conflicts between creators and the companies that own their platforms.

[04] The bigger picture

1. What are some of the challenges that full-time YouTubers face in terms of the platform's algorithm and expectations? The article discusses the pressure YouTubers face to constantly grow their channels, make videos of a certain length, and use techniques like "YouTube Face" to drive higher engagement. It also notes that the ever-changing and largely unpublished rules of the YouTube algorithm can be a significant challenge for creators.

2. How does Tiernan A.I.'s perspective on being at the mercy of an audience differ from being at the mercy of an algorithm? A.I. believes that being accountable to an audience is preferable to being at the mercy of an algorithm, as it allows him more control over the decisions he makes for his own channels. However, he also acknowledges that running his own channels comes with its own set of challenges that he didn't fully appreciate while working at Donut Media.

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