Catch Kevin Wu’s latest comedy program on YouTube, and you might think he’s nothing more than a young Asian American talking to a camera in his bedroom. But almost each of his shows command at least 2 million views — rivaling the nightly TV audiences of Jon Stewart and Stephen Colbert.

A disproportionate share of YouTube’s top personalities are minorities, a striking contrast to the most popular shows on mainstream television, where the stars are largely white. These minority-produced, home-grown shows are drawing massive audiences — the top one has 5.2 million subscribers — enough to attract the attention of major advertisers.

“A lot of U.S. marketers are leaving minority audiences on the table,” said Seneca Mudd, the director of industry initiatives at the Interactive Advertising Bureau. “Advertisers would ignore that trend at their own peril.”

Among the 20 most-subscribed-to channels on YouTube, eight feature minorities. Most are Asian American. .. Nearly 80 percent of minorities regularly watch online videos, compared with less than 70 percent of whites, the Pew Internet & American Life Project says.

Wu, who ranks 11th among YouTube channels, said he does not intentionally target Asian American issues. But those viewers more easily understand his jokes on dating, stereotypes and the generational clash between parents and kids, he said. “I just tell my stories honestly, and usually Asian Americans will relate to me because they say, ‘That’s how I am and with my parents,’ ” he said.

For minorities, the medium offers a way to push back against stereotypes on network television, said Maureen Guthman, the head of brand strategy and acquisitions for the African American-focused channel TV One. Blacks can present themselves “completely unfiltered and without [someone] telling us, ‘You’ve got to be more this’ or ‘You’ve got to be more that,’ ” she said.

  1. captionread reblogged this from decolonizeyourself
  2. decolonizeyourself reblogged this from fascinasians
  3. thefuckingmoonprincess reblogged this from fascinasians
  4. 9kinds reblogged this from fascinasians
  5. superphuntime reblogged this from fascinasians
  6. lady-jei reblogged this from fascinasians
  7. thebisweptualbisexual reblogged this from fascinasians
  8. siterlas reblogged this from yiduiqie
  9. latigo reblogged this from hanguknamja
  10. crossedwires reblogged this from yiduiqie
  11. sunsetchasingsunsets reblogged this from sheilastansbury and added:
    dude’s pretty funny. so is his dad. http://www.youtube.com/user/kevjumba?feature=watch
  12. yiduiqie reblogged this from wildunicornherd
  13. mister-mariko-dayo reblogged this from thehuskybro
  14. teacherdee reblogged this from espritfollet
  15. espritfollet reblogged this from talesofthestarshipregeneration
  16. talesofthestarshipregeneration reblogged this from wildunicornherd
  17. dangercupcakemurdericing reblogged this from wildunicornherd
  18. wildunicornherd reblogged this from abagond
  19. sheilastansbury reblogged this from abagond
  20. unhappy---madison reblogged this from abagond
  21. abagond reblogged this from yakuntiklaylie
  22. thehuskybro reblogged this from yakuntiklaylie and added:
    See, Black America, this what we need to be doing. Stop bitching and moaning about mainstream America ignoring us and...
  23. yakuntiklaylie reblogged this from tamaraleach
  24. thisisnotjay reblogged this from fascinasians
  25. xmasandribena reblogged this from hexgoddess