Business Insider has been mining some stats for some of the most well-known YouTubers, and has identified a decline in their monthly views during 2017.
PewDiePie, Zoella and DanTDM all saw their monthly views fall in the last year, as well as the number of new subscribers to their channels every month.
The piece notes that this isn’t a trend across the board – some channels it highlights as increasing their monthly views in 2017, as you’d expect – but suggests that YouTube’s recommendation algorithms may no longer be working quite as well for some of the platform’s big stars.
“YouTube stars have seen years of growth as vlogging has exploded, but it looks as though the golden days are over and the most business-savvy creators will need to diversify,” is one of Business Insider’s conclusions.
That’s a little off: partly because those creators have been diversifying (into books, merchandise, touring etc) for a long time already, and also because this could be about YouTube evolving as a media platform: new stars emerging as some established ones tail off. More data is needed to be sure.