Monetisation and Meaning: Examining YouTube’s Economic Model, Content Homogenisation and Online Celebrity Culture in Pakistan

Abstract

YouTube has emerged as a transformative platform for income generation among young individuals in Pakistan, reshaping traditional economic pathways. However, its monetisation model influences the type of content produced, often incentivising sensationalism and trend-based formats over originality. This study explores the effects of YouTube’s monetisation system on content homogenisation, the rise of online celebrity culture, and the spread of misinformation. Using a qualitative case study approach, in-depth interviews were conducted with ten YouTubers in Karachi. Thematic analysis revealed seven emergent themes, including economic pressures on creativity, algorithmic amplification of sensational content, and the establishment of social hierarchies among creators. Comparative insights from global studies highlight both similarities and regional nuances in creator behaviour. This study contributes to understanding how economic incentives shape content and credibility on digital platforms and offers implications for platform governance, creator education, and digital policy in emerging markets.