The revenue comes from advertising share and sponsorship for those with a large enough social media following.
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There are more than 30 million fitness videos on YouTube alone and many more on other social media platforms.
Upcoming fitness instructors can publish and gain a following without a star status, a fancy studio or expensive equipment, by recording and editing their workouts.
The goal of the traditional workout video was weight loss and fitness. More recently, there has been a switch in fitness videos.
It is now more focused on an intimate and interactive experience with your favorite fitness vlogger.
Fitness vloggers are able to attract a mass audience and use their influence to introduce products to their viewers. They are picky about the products they introduce and want only to promote something they would use themselves.
A study by a marketing platform found that 92% of people preferred hearing about brands from influencers, rather than through paid adverts.
Joe Wicks (The Body Coach) home workouts have become a rage among families in lockdown, amassing 23 million viewers a week. The whole experience feels unifying and motivating, in an age of physical distancing. He is and part of a cultural legacy of fitness/entertainment, which stretches back many decades.
TV (and now YouTube) exercise is appealing due to its universality and inclusiveness: all generations and levels of fitness are embraced, without making anyone feel excluded.
TV in the traditional sense isn’t what it used to be. The mediums watch-worthy content is less viewed on TV screens and more on the internet, especially on YouTube.
Popular YouTubers are getting into mainstream TV shows not because they want to publicize themselves, but because the TV shows want more viewers from YouTube.