Mr. Beast vs. YouTube: Why Competing with the Giant Is a Tall Order for X
In the rapidly evolving landscape of social media and video-sharing platforms, the rivalry between YouTube and emerging competitors draws significant attention. Recently, popular content creator Mr. Beast shared insights on why he believes it is almost impossible for X (formerly Twitter) to effectively compete with YouTube.
Reflections from 2023: Mr. Beast on Lex Fridman’s Podcast
In early 2023, shortly after Elon Musk's acquisition of Twitter, Mr. Beast appeared on Lex Fridman's podcast, where he articulated his views on the potential of video on the platform. At that time, X was primarily a text-based platform, and while it facilitated short video content, the infrastructure wasn't suited for long-form videos that YouTube specializes in.
According to Mr. Beast, “Twitter will always be closer to TikTok than to YouTube”, signaling a stark contrast in user expectations and behaviors on both platforms. People tend to visit X for brief updates and quick interactions rather than to engage with lengthy video content, which poses a challenge for any endeavor to shift user habits without rethinking the platform's interface and functionality.
Monetization is a significant factor influencing the content creator economy. Mr. Beast highlighted a crucial aspect when he responded to Elon Musk's assertion that creators would flock to X if the platform could pay more than YouTube. “Google has been putting ads on content better than anyone for a long time,” he stated, pointing out the inherent difficulties X would face in trying to match YouTube’s revenue-sharing models.
In a fast-forward to 2024, Mr. Beast eventually tested the waters by posting some videos on X. However, he confirmed that the revenue per mille (RPM)—the earnings per thousand views—on X was considerably lower than on YouTube, reaffirming his earlier assertions about the inadequacies of X’s monetization strategies.
The ecosystem YouTube has cultivated encompasses various features that not only prioritize content discovery but also creator engagement and audience retention. Mr. Beast remarked on YouTube’s existing feedback loop systems that help gauge user satisfaction, underlining that no other platform has yet succeeded in replicating this level of engagement. The video-sharing giant's ability to continuously evolve while understanding its user base positions it favorably against any competition.
Mr. Beast expressed skepticism regarding X's long-term viability as a competitor, positing that “it’s going to be basically impossible” for any emerging platform to unseat YouTube in the foreseeable future.
In a surprising turn, Mr. Beast agreed to participate in X's monetize program after significant persuasion. He soon realized that, while he made considerable earnings from his initial postings—around $250,000 from the first video alone—this figure was somewhat inflated due to targeted advertising. Over his first five videos, he earned about $1 million, but this still did not compare favorably to his earnings on YouTube, where RPMs dwarf those on X.
As he continued to post on X, he shared disappointing RPMs—only $133 for his initial videos compared to the double that on YouTube. This stark contrast raises questions about the sustainability of posting on X for financial viability, especially for creators who don't have the colossal backing of Mr. Beast’s production machine.
For X to remain relevant in the creator economy, it needs to attract significant creators who can draw audiences to the platform, similar to how YouTube built its initial traction over the years. Although Mr. Beast’s willingness to experiment with X provides a glimmer of hope, it ultimately reveals the uphill battle the platform faces in establishing a robust and rewarding monetization program.
If X were to enhance its monetization capabilities, perhaps extra avenues like the Amplify program could offer realistic income opportunities for creators. This would not only allow small content creators to thrive but also help elongate X's competitive stance against established platforms like YouTube.
In summary, Mr. Beast’s insights shed light on the inherent challenges facing X in its quest to compete with YouTube. The rich monetization structure, user experience, and creator loyalty that YouTube has cultivated over the years present formidable barriers for any competitor. While the future of social media is always shifting, it would take more than just good intentions and high-profile endorsements for X to challenge the reigning champion of video content.
Part 1/7:
Mr. Beast vs. YouTube: Why Competing with the Giant Is a Tall Order for X
In the rapidly evolving landscape of social media and video-sharing platforms, the rivalry between YouTube and emerging competitors draws significant attention. Recently, popular content creator Mr. Beast shared insights on why he believes it is almost impossible for X (formerly Twitter) to effectively compete with YouTube.
Reflections from 2023: Mr. Beast on Lex Fridman’s Podcast
Part 2/7:
In early 2023, shortly after Elon Musk's acquisition of Twitter, Mr. Beast appeared on Lex Fridman's podcast, where he articulated his views on the potential of video on the platform. At that time, X was primarily a text-based platform, and while it facilitated short video content, the infrastructure wasn't suited for long-form videos that YouTube specializes in.
According to Mr. Beast, “Twitter will always be closer to TikTok than to YouTube”, signaling a stark contrast in user expectations and behaviors on both platforms. People tend to visit X for brief updates and quick interactions rather than to engage with lengthy video content, which poses a challenge for any endeavor to shift user habits without rethinking the platform's interface and functionality.
Part 3/7:
The Challenge of Video Monetization on X
Monetization is a significant factor influencing the content creator economy. Mr. Beast highlighted a crucial aspect when he responded to Elon Musk's assertion that creators would flock to X if the platform could pay more than YouTube. “Google has been putting ads on content better than anyone for a long time,” he stated, pointing out the inherent difficulties X would face in trying to match YouTube’s revenue-sharing models.
In a fast-forward to 2024, Mr. Beast eventually tested the waters by posting some videos on X. However, he confirmed that the revenue per mille (RPM)—the earnings per thousand views—on X was considerably lower than on YouTube, reaffirming his earlier assertions about the inadequacies of X’s monetization strategies.
Part 4/7:
What Makes YouTube a Dominant Player?
The ecosystem YouTube has cultivated encompasses various features that not only prioritize content discovery but also creator engagement and audience retention. Mr. Beast remarked on YouTube’s existing feedback loop systems that help gauge user satisfaction, underlining that no other platform has yet succeeded in replicating this level of engagement. The video-sharing giant's ability to continuously evolve while understanding its user base positions it favorably against any competition.
Mr. Beast expressed skepticism regarding X's long-term viability as a competitor, positing that “it’s going to be basically impossible” for any emerging platform to unseat YouTube in the foreseeable future.
The Anomaly of Mr. Beast on X
Part 5/7:
In a surprising turn, Mr. Beast agreed to participate in X's monetize program after significant persuasion. He soon realized that, while he made considerable earnings from his initial postings—around $250,000 from the first video alone—this figure was somewhat inflated due to targeted advertising. Over his first five videos, he earned about $1 million, but this still did not compare favorably to his earnings on YouTube, where RPMs dwarf those on X.
As he continued to post on X, he shared disappointing RPMs—only $133 for his initial videos compared to the double that on YouTube. This stark contrast raises questions about the sustainability of posting on X for financial viability, especially for creators who don't have the colossal backing of Mr. Beast’s production machine.
Part 6/7:
The Road Ahead for X
For X to remain relevant in the creator economy, it needs to attract significant creators who can draw audiences to the platform, similar to how YouTube built its initial traction over the years. Although Mr. Beast’s willingness to experiment with X provides a glimmer of hope, it ultimately reveals the uphill battle the platform faces in establishing a robust and rewarding monetization program.
If X were to enhance its monetization capabilities, perhaps extra avenues like the Amplify program could offer realistic income opportunities for creators. This would not only allow small content creators to thrive but also help elongate X's competitive stance against established platforms like YouTube.
Conclusion
Part 7/7:
In summary, Mr. Beast’s insights shed light on the inherent challenges facing X in its quest to compete with YouTube. The rich monetization structure, user experience, and creator loyalty that YouTube has cultivated over the years present formidable barriers for any competitor. While the future of social media is always shifting, it would take more than just good intentions and high-profile endorsements for X to challenge the reigning champion of video content.