"Fans and other consumers are invited to actively participate in the creation and circulation of new content" (Youtube: Online Video and Participatory Culture, page 10). Youtube is known as a participatory culture where it thrives off the active participation of its members. It works not only off the amount of channels that are created and used on the site, but also the increasing number of viewers that are watching Youtube from these channels. Youtube is built off the cooperation of Youtube stars and Youtube followers. "In the media economy, a growing trend is towards greater individual empowerment and opportunities for media consumption" (The Media Economy, page 5). Youtube is a way for the younger generations to find themselves and broadcast their talents in exchange of social recognition and higher opportunities. The majority of Youtubers find themselves starting off casual with their channel, but as time goes on they build on that and work with over companies and consumers to become not only Youtube stars but also the face of advertisements. Youtube is an influencer for success. It creates a passion for wealth at an early age. 

​

Youtube is not only for entertainment, but for a future. "YouTube said Friday that it soon would start rewarding its top- drawing performers with better promotion and a cut of the revenue it generates from placing banner ads around the online videos" (First fame, now cash for stars on YouTube, page 1). Because of the growing numbers in views due to the fame of online stars, Youtube is paying its most successful performers revenue in response to their contribution to Youtube's growth. Many people have found their belonging on Youtube, and making it into not only a hobby but a lifestyle. More and more people are creating a look for themselves through this site. "On their life/career since posting on YouTube: They lead normal lives, but ads and merchandise sold on the site allow them to be part-time student and dedicate more time to the series" (Sharing the YouTube fame, page 1). Youtube doesn't take away from a normal life, but it builds on that and allows people to find a version of themselves that enjoys entertainment and online fame. Youtube was created to allow for the expression of individuals through videos. It has now made a community of similar personalities that all look to be create and entertaining to the younger generations.