"Being a YouTuber is work, discipline and entrepreneurial dynamism," according to Bastian Manintveld

The founder of 2btube, Bastian Manintveld, closed the plenary sessions of the first day of BIT Experience 2015 by sending a clear message to those who choose to professionalize as YouTubers: “discipline, work ethic and entrepreneurial dynamism”, because “living from this is not easy”.

In the first decade of the founding of YouTube, many things have changed in the way TV is viewed, in the content and in the relationship with the user. Bastian Manintveld, founder of BeBanjo (now owned by TDF) and digital production and talent management company 2btube, the first day of BIT Experience 2015 (in IFEMA – Feria de Madrid) analyzing “the ten years that this video platform, now owned by Google, has been promoting another form of television.”

Before a large audience, Manintveld explained the change produced in the way of watching television, mainly among younger audiences, which is to the detriment of traditional or linear TV in favor of new content distribution platforms when, where and how they choose, such as YouTube.

Despite this significant evolution of the audience, this new media entrepreneur highlighted the lack of correlation between the new way of consuming content and advertising spending in the AV industry by brands. "Except for pay TV, cinema and little else, everything else is paid for by brands, which until now made all their investment in TV, radio and traditional media, although now it is less than 60%, although they have not yet reacted to the changes produced in the audience, which is where the money is."

In this regard, Manintveld emphasizes that the type of content and the way in which it is offered has also changed, "it is consumed more quickly, it has a shorter duration and that is something ideal for advertising managers, with views of less than four minutes, and they have not yet reacted to this generational change."

It is precisely in this context that the YouTube platform emerged a decade ago, which also provides "a completely democratic way, since anyone in the world can create and broadcast their video and content without cost or problems, something impossible on television, with production, post-production, broadcast,... expensive and complex processes."

Another element that has contributed to the rise of this video platform is that YouTubers use all the tools it offers to start businesses, and the data provided by this expert reflects this: more than one billion users per month consume their content; It is the second most important search engine and Spanish is the second reference language, “in addition to being in constant technical, editorial and commercial evolution,” says Manintveld.

By profession: youtuber

Following this line, this entrepreneur started a new project in September 2014, a MultiChannel Network (MCN) in Spanish called 2btube, a digital production company specialized in YouTube and talent management for the new generation of Ibero-American creators, "with the aim of helping them develop their business also outside of YouTube, with parallel activities, concerts, etc.; grow their audience and turn it into a profession."

This company currently manages more than ninety channels on this platform, with 85 YouTubers, distributed in four verticals: sports and video games; entertainment; fashion and lifestyle, and children's content.

"We continue to grow and we are about to launch a joint channel for the offices we have in Madrid, Miami and Mexico; soon we will present another sports channel,... In Spain 2btube is a benchmark, with twenty-five people in the office and a 600 m2 studio."

But the question that arises in the audience is none other than what is the formula for success? How can you make money as a YouTuber? And the answer is clear: “it is not easy, although income is growing, it is still limited for people who want to dedicate themselves to this professionally,” says Manintveld.

According to this expert, currently in Spain there are just over twenty people who can support themselves with their channel on YouTube, "the price that brands pay compared to other media is very low, but there is gradual growth and it is a matter of time. The formula is discipline, work ethic and dynamism and creativity to generate an audience, which is something vital to generate customers and trust in brands."

Another element to achieve this is to monetize files and catalogs such as those held by public television, record companies, etc. "We are professionalizing YouTubers and generating trust in advertisers, with branded content so that they control and manage the audience and income well, something that is much more advanced in the United States. A YouTuber with 100,000 subscribers arouses the interest of brands, but it is not enough for them to still make a living in Spain."