YOUTUBE: A Compelling Source of Earning for Pakistani Youth

Abstract

YouTube videos have become a huge source of revenue and have the capacity to launch or boost young people’s earnings. However, in Pakistan, its potential is underutilized and there is still room for further investigation. The authors’ goal is to identify the factors that might offer possibilities or be advantageous for making money, specifically how YouTube influences the earning behavior of Pakistani youth. For this purpose, two separate self-administered questionnaires, one for YouTubers, and one for YouTube users were developed. The results indicate that as marketing moves toward digitization, vloggers stand to gain. The majority of users watch YouTube daily and trust vloggers' opinions regarding any product. Hence, vloggers may seek out advertising deals or collaborate with brands to fund their content. Additionally, a greater number of subscribers increases the income however the users have preferred vloggers whose opinions they are more inclined to believe. Further findings reveal that tutorials or how-to videos have a greater scope since they are more popular with users and might bring in more money for YouTubers if they are developed.