Even Yoo Jae-suk Hears "I Saw It on YouTube"... YouTube's Influence on Teens Grows, but YouTube Remains Passive [Focus]

Movie and Drama Promotion Worth Tens of Millions Also on YouTube
"'Cyber Wrecker' Platform Requires Self-Regulation Efforts"

[Image source=SBS 'Running Man' screen capture]

"I saw it on YouTube" On the episode of SBS Running Man aired on the 14th, a passing middle school student shouted this phrase towards the cast, sparking attention. The Running Man cast members were puzzled by the comment that the student had seen them on YouTube rather than on TV. This moment made it clear that for teenagers, YouTube is essentially TV and the cinema. For the 10s and 20s generation, who mostly consume content through YouTube, the platform's influence far surpasses that of traditional TV.

Viewing Platform Shift: ‘Broadcast → Online’

The marketing industry is also quickly turning its attention to YouTube. Traditionally, before the release of movies or dramas, lead actors promoted their works mainly through terrestrial and cable broadcasts. However, recently, the trend has shifted to online YouTube channels. This summer, Korean films like "Hijacking" starring Ha Jung-woo, and "Escape" featuring Lee Je-hoon and Koo Kyo-hwan, saw their actors actively appear on various YouTube channels such as Theo’s "Salon Drip 2," Yoo Jae-suk’s "Pinggego," and Jung Jae-hyung’s "Fairy Jae-hyung," demonstrating the power of YouTube channels.

The strong influence of YouTube on audiences and consumers with purchasing power is also evident in statistics. Mobile Index recently reported that 88% of Koreans use the YouTube app. In May, YouTube had 45.79 million users who watched content for an average of 42 hours over 21 days per month. Viewing time is also on the rise, increasing by about 25% from 1,531 million hours in May 2021 to 1,918.75 million hours last May. Men used YouTube more than women, with males under 10 years old watching the most at an average of 56 hours per month. Next were males in their 20s at 51.8 hours, followed by females under 10 at 43.5 hours. Since the 10-20s age group, highly sensitive to trends, uses YouTube channels the most, marketing focus inevitably shifts to YouTube.

YouTube ‘Cyber Rekers’ Emerging as a Social Issue

YouTuber Gujeoyeok
Photo by Yonhap News

[Image source=YouTuber Tzuyang broadcast screen capture]

However, despite YouTube’s influence rivaling terrestrial broadcasting, it is not subject to the 'Broadcasting Act,' resulting in a lack of proper regulation and various side effects. Recently, the YouTube channel Garosero Research Institute (Gaseyeon) claimed that a so-called ‘Cyber Reker Alliance’ of YouTubers, including YouTuber Guje-yeok, Jeon Guk-jin, and Karakula, threatened YouTuber Jjuyang using past incidents as leverage and demanded money, bringing the issue to light. Subsequently, Jjuyang claimed on a broadcast that she had been subjected to years of threats, extortion, and assault by her ex-boyfriend. During this process, it was revealed that some YouTubers like Guje-yeok tried to extort money by exploiting Jjuyang’s vulnerabilities, highlighting the seriousness of the ‘Cyber Reker’ problem.

A survey conducted by the Korea Press Foundation in February targeting 1,000 people aged 20-50 showed that 92% agreed that ‘Cyber Rekers are a social problem.’ Respondents emphasized the importance of strengthening punishments for defamation by Cyber Rekers and other celebrities (94.3%), enhancing victim relief systems (93.4%), and reinforcing platform self-regulation (88.2%) to resolve the issue.

In response to the problem, YouTube suspended monetization for channels identified as Cyber Rekers related to Jjuyang. YouTube’s ‘Community Guidelines’ prohibit ▲violent or explicit content ▲harassment ▲hate or malicious content ▲promotion of violence, and channels violating these rules face warnings, demonetization, or deletion. However, critics argue that YouTube’s response remains insufficient. YouTube has not disclosed whether specific channels have been sanctioned, nor has it revealed the size of its Korean content monitoring team.

Currently, it is practically difficult to incorporate all YouTube content under the ‘Broadcasting Act.’ If the Korea Communications Standards Commission were to review YouTube content, it might lead to regulating all similar online content. Experts point out that self-regulation by the platform itself is necessary for now.

Kim Mi-kyung, CEO of Art Speech & Communication, stated, “If technology outpaces policy and regulation, crime rates may rise. If this cannot be prevented, the online world will become chaotic.” She urged, “Efforts by platforms themselves, such as establishing systems that prevent anonymous activity, are absolutely necessary.”