New YouTube store is a big step – but is it in the right direction?
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Last week YouTube opened its first physical store in King’s Cross, London. Over the years YouTube has grown exponentially, with some creators on the website reaching global celebrity status. One of the ways they are able to build a career in such a precarious industry is to sell merchandise related to them and their channels. It is unsurprising therefore, that YouTube has created a centralised space for this merchandise in a way that finally infiltrates “irl”. This is certainly useful for regular YouTube fans. Those who watch multiple YouTubers can benefit from having all the merchandise in one place, and being able to properly look at, feel, and compare what they’re buying. They may also find something they like from a YouTuber they don’t watch, which grows the business of the website in general. Unfortunately this is still a little optimistic at this point, as the shop is surprisingly small. I predict that they will expand, and that they’re just playing it safe to start, or perhaps are experiencing licensing issues with the multiple individual creators from across the world.
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