Community Strikes and Monetization; How Content Creators deal with challenges on YouTube

Although the Platform Economy has been the subject of significant research efforts, much work remains to be done regarding content creation-based online platforms and the negative impact they can have on creators that make a living off them. This explorative study therefore shines a light on the challenges that creators face on YouTube and how they overcome them. Through semi-structured interviews of eight different YouTube channels generated data that was then subjected to a two-stage coding method, initially employing open coding which was followed up with selective coding. The obtained results show that the most significant hurdles are created by the platform itself via strict guidelines and policies as well as non-transparent processes, followed by monetization issues and a lack of competition. The creators use technical workarounds on the platform as well as self-organization through self-censorship and personal operationalization to deal with said issues while not relying on YouTube alone for their income. Instead, they use a multi-platform approach, harnessing revenue streams on Twitch or Patreon as well as sponsorships in addition to advertisement revenue from YouTube. Due to the lack of regulation, these platforms regulate themselves through automated algorithms, creating an environment in which professional creators are in constant conflict with the platform. By calling Content Creators entrepreneurs, implications for the platforms can be made. They are no longer simply digital places where people interact but have become marketplaces that emulate entire industries or became something new altogether. As a result, future efforts should focus on further refining the definition for individual platforms to promote clarity and support regulatory efforts. In addition, this study should be replicated for other platforms such as Twitch or Patreon, as Content Creators may face similar issues.