What YouTube stars teach us about millennials and long-form content

Famous for shunning everything dated and passe, it’s not surprising that the old formats of TV and TVCs have lost their lustre with millennials, but probably not for the reasons you’re thinking.
It’s true that attention spans are growing shorter, but if that’s the case, what makes YouTube stars such as Jenna Marbles and Ryan Higa, with 18.5 million and 21 million subscribers respectively, so popular among millennials? Much of the content they upload is over 10 minutes lon