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People are flocking to the platform as online alternatives replace mainstream media. But Gen Z already knew that.
Which chat show host has the monopoly on late-night entertainment? Ask anyone under the age of 35 and they’ll tell you it’s not a TV presenter, but a YouTuber.
Amelia Dimoldenberg, the mastermind behind breakout show Chicken Shop Date, has said her YouTube show is finally being taken seriously in the industry, as online content begins to shift the mainstream media hierarchy.
Dimoldenberg started Chicken Shop Date in 2014, originally interviewing smaller rappers from the London grime scene in local chicken shops. It was a niche format beloved by a small legion of viewers but far from a breakout hit. Getting A-list stars to share nuggets with her would prove a long and laborious task for Dimoldenberg, but one that eventually paid off.
‘When I started the show in 2014, no publicist and no manager would let their talent come on a YouTube show – that was just insane,’ she told the Edinburgh TV festival.
‘Now I do think one of the first things up there on the list of things to do [when promoting a project] would be to come on Chicken Shop Date.’
The show has now hosted guests including Andrew Garfield, Jennifer Lawrence, and Paul McCartney – and Dimoldenberg says she can, for the first time since starting the project, be picky when selecting new guests.
Her dedication to spotlighting individuals that resonate with her audience, rather than collaborating with any big names, is a testament to Dimoldenberg’s media knowledge and the breakout success of the show. Now, Chicken Shop Date is one of the biggest chat shows out there.
It reflects a wider shift in mainstream media, with people turning to platforms like YouTube over traditional television or streaming. Reports by Ofcom suggest audiences of all ages are increasingly choosing YouTube, with younger adults aged 16-34 driving the trend.
Over 55s are now watching nearly double the amount of YouTube content over their TVs compared to the previous year, and last year, 42% of all YouTube viewing by this age group was on a TV.
Media organisations can no longer treat YouTube as a useful extra – somewhere to house behind the scenes content or clips. Online platforms like these are not crucial parts of the media framework, and shouldn’t be handled purely as a playground for experimentation.
