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Just this week, model Hailey Bieber and actor Matthew McConaughey launched their own YouTube channels. The rise and evolution of social media over the past ten years has created a never-before-possible means for celebrities to interact directly with audiences and fans

Over the past 16 years, YouTube has evolved from a video hosting platform to an entire entertainment and social media ecosystem. Its proprietary celebrities—hosts and channels such as PewDiePie, David Dobrik, Mr Beast, Zoella, Miranda Sings, Tana Mongeau, and brothers Logan and Jake Paul—might not carry with them the same level of mainstream name recognition as Hollywood’s biggest actors, but to many Millennials and Gen Zs who grew up steeped in a world of personal electronic devices and digital entertainment, these people are megastars.