Kids don’t watch TV anymore; they watch YouTube instead. This statement is becoming common in many countries worldwide and Finland is not an exception: recent data show that 18% of Finns between 15 and 39 years of age watch YouTube every day.
The (Finnish) national YouTube community is in a continuous growth: 357 YouTube channels have more than 10,000 subscribers and 45 channels have got over 100,000 subscribers. Most of these channels are Finnish-speaking. Victor Potrel from YouTube HQ in London said that such a large community for a language of 5.5 million speakers is a unique phenomenon for the online video platform.
These channels represent a wide offer of diverse content. Video creators are developing a strong engagement with their audiences both through their videos and through social media profiles. “Is like meeting a friend”, Potrel said.
This strong engagement is what made Tubecon a reality: in 2013, some of the most successful Finnish YouTube creators were setting regular meet-ups with their fans, but when attendance to these informal gatherings was reaching 2,000 people, they realized that there is a need for a more structured event allowing a larger capacity. Tubecon was on the making.