Notes

Minecraft's recent Surge on YouTube Proves that the "PewDiePie Effect" is still Real



Minecraft's recent surge on YouTube shows that the 'PewDiePie Effect' is still real


The 'PewDiePie' Effect is alive and well with Minecraft's recent popularity on YouTube


A phrase from five years ago is relevant again

By Julia Alexander



Almost two months ago, Felix "PewDiePie" Kjellberg did something that his fans had wanted for years by creating an Minecraft video, and he's continued to make them ever since. Kjellberg's July was his most successful month in years. He earned more than 570 million views and sparked an era of new trends among YouTube's biggest creators.



Fortnite has been the most searched game on YouTube for the first time since January 2017. Minecraft is experiencing a resurgence, and it's reminiscent of one of YouTube's earliest gaming trends, known as the "PewDiePie Effect."



The "PewDiePie Effect" is a term YouTuber and commentator Matthew "MatPat" Patrick used in a recent video to talk about creators' influences on the actual market. Back in 2014 when Kjellberg (a controversial YouTube creator who has faced criticism for using racist language during games and even included anti-Semitic images in a video) was still operating primarily as a gaming channel his decision to upload an "Let's Play" series of a particular game typically manifested in more sales for the game.



Kjellberg is not required for Minecraft Mojang's crafting games has 91 million monthly users. Its success, however, is in large part due to YouTube. The game was able to find a home on YouTube that wasn't available elsewhere, and it became the second-most-searched word on the platform in 2014. Ironically, Kjellberg did not attempt it because of its popularity and creators getting on board to attract attention.



Kjellberg said it was as if people were playing because it was popular and not because they were having fun playing it.



For the first time since January 2017, 'Minecraft' been able to surpass Fortnite as the game with the highest amount of searches on YouTube



Kjellberg stated that Minecraft is now his full-time job. He said he is enjoying playing the game and is having fun. In the video, he admitted that he no longer pays attention to what others are doing on the internet. He added that it was "so amazing and liberating."



His efforts have paid dividends. VidIQ, a company that builds tools that allow YouTube creators to focus on their analytics, discovered that Kjellberg is the "top creator for the [Minecraft] keyword right now," according to content strategist Rob Wilson. This means that if someone seeks out the phrase "Minecraft" most of the videos on the first page are from him.



"Essentially PewDiePie has embraced the most fundamental principle of the YouTube playbook," Wilson wrote. Choose a subject and communicate that to your audience in every video you make.



His reignited interest in the game has resulted in other YouTube creators picking up on the trend. Sean McLoughlin (a creator with more than 22 million subscribers) has also begun to play the game. Many have noticed Minecraft getting a little tense and decided to hop on the train before it goes away again. It's not just because of Kjellberg the YouTube creator. YouTube creator Keemstar's weekly Minecraft tournaments, for example, also drive traffic and interest - but Kjellberg's visibility is a major factor, according to Wilson.



Wilson wrote, "This will also explain the reason why some of your most loved YouTube stars suddenly returned to Minecraft or started dabbling with it, jumping on a wave of a returning trend here." "And I'm not going lie to you, folks this is exactly what we're doing at the moment. Jumping on an inclination."



"This will also help you understand why some YouTubers that you admire have suddenly returned to Minecraft."



Kjellberg says he's just enjoying playing Minecraft (a point he underlines in nearly every video he makes), but Kjellberg is also reaping the economic benefits. Minecraft isn't just the number one game on YouTube globally, as cited by Ryan Wyatt, head of YouTube Gaming; it's also one of the most ad-friendly games.



Video games are becoming a more difficult category to monetize. Even giants like AT&T have made it clear that gaming isn't something they'd like to promote on. There are a few games advertisers feel comfortable with but they aren't considered dangerous or family-friendly. Fortnite, Roblox and Minecraft are three examples of these well-known games.
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Kjellberg also earns money from his Minecraft obsession with 570 million views in July. The ability to earn more may be a driving factor for other creators who are jumping on the trend, hoping that the trickle-down effect will boost their income.



The "PewDiePie effect," a term that was first used five years ago, is still extremely popular on YouTube.


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