Published: Benjamin Burroughs

Benjamin Burroughs (Journalism and Media Studies) recently published an article, "Branding Kidfluencers: Regulating Content and Advertising on YouTube" in the journal Television and New Media. The article is co-authored by Gavin Feller (Umeå University, Sweden) and analyzes emerging shifts in YouTube, advertising, and children’s digital media industries through a case study of Pocket Watch, a digital-first production and distribution studio built exclusively for YouTube child stars. The analysis reveals the company’s strategic transformation of YouTube stars into global brands through the creation of toy, clothing, and lifestyle product lines across several industries. The article also unpacks how governmental regulation and platform policy changes will impact the evolving landscape of children’s digital media.

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