A YouTuber is an individual who produces videos on the video-sharing platform YouTube, specifically whose main or only platforms are one or multiple YouTube channels, personalized subpages of the platform. The term was first used in the English language in 2006.

## Influence

PewDiePie, who currently has the 4th-most-subscribed channel on the platform, is the most-subscribed independent YouTuber.

Influential YouTubers are frequently described as microcelebrities. Since YouTube is widely conceived as a bottom-up social media video platform, microcelebrities do not appear to be involved with the established and commercial system of celebrity culture, but rather appear self-governed and independent. This appearance, in turn, leads to YouTubers being seen as more relatable and authentic, also fostered by the direct connection between artist and viewer using the medium of YouTube.

In 2014, the University of Southern California surveyed 13–18 year-olds in the United States on whether 10 YouTube celebrities or 10 traditional celebrities were more influential; YouTube personalities took the first five spots of the ranking, with the YouTube duo Smosh ranking as most influential. It repeated in 2015 and found six YouTubers on the first ranks, with KSI ranked as most influential. Several prominent YouTubers and their influence were subjects for scientific studies, such as Zoella and PewDiePie. Numerous studies in the late 2010s found that YouTuber was the most desired career by children.