![]() In a survey of more than 13,000 British elementary school children (one of the largest of its kind), kids were asked to draw a picture of the job they want when they grow up. Over in Davos, Switzerland, at January's World Economic Forum, a report titled "Drawing the Future" was presented by the Education and Employers Taskforce to senior business leaders from around the world. Ninety percent of them use it, and the majority prefer it to watching TV. Among 12- to 15-year-olds, YouTube was the most recognized content brand, ahead of ITV, Netflix, and the BBC. Two months ago, Ofcom released its "Children and Parents: Media Use and Attitudes Report" for 2017, and it contained striking revelations. ![]() Britain now boasts more than 250 YouTube channels with more than 1 million subscribers-channels most of us have never heard of-averaging weekly views that could rival any episode of The Apprentice or Love Island, and dwarf those of a hit children's TV show like Horrible Histories. There are more professional YouTubers than ever before. ![]() But just how deep-rooted YouTube culture has become in society is something we are still only beginning to understand. Just a few weeks ago, a boxing match between two British YouTubers-KSI and Joe Weller-attracted more viewers than the FA Cup final. You don't need to be a sociologist to understand the colossal influence of YouTube-born celebrities like Zoella and Pewdiepie. ![]() YouTubers are no new phenomenon in Britain.
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