Analysis: YouTube tech reviewers are bigger than ever, but who does that benefit?
Marques Brownlee is one of the biggest tech reviewers on YouTube today. By Thomas Johnson Thomas Johnson Audience editor in Sports Email Bio Follow May 3 at 8:00 AM When Google rolled out its ad campaign for the Pixel 2 phone in 2017, the TV commercial followed a familiar formula.
Brownlee occupies an enviable position within YouTube’s tech review space: He has the independence and autonomy of an outsider, but with insider access. “I’d say they treat us as press,” Brownlee said. “Might say because of my place where I was one of the first YouTubers to get invited and just kind of looped in along with the rest of press at a lot of these things, I got to observe how they work with press.”
“I’m not changing any of my opinions or what I’m saying about a product in a video based on my relationship with the company,” Brownlee said. “When they release a product, my job is to be honest and deliver what people want to see and what people need to hear.” To anyone watching a product review on YouTube, maybe that distinction doesn’t matter, but it’s worth considering the broader implications of that power dynamic, especially when it involves some of the most powerful companies in the world.
Brownlee, who was not one of those YouTubers, also noticed similarities across those early YouTube reviews.
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