The Audience of My Channel
I wrote a freggin’ long history and now that I’m lookin’ through it... it’s a mess.
I’m going to TL;DR this who want the point but if you’re seriously concerned about this and want to understand the history then I recommend reading but understand this post is a mess of explanation but it’s worth the read IMO if you are interested in this history of my MC content and who it’s intended for.
TL;DR: My heavy story content isn’t aimed at kids/younger audience, if that was not evident from S4 alone then there is plenty of evidence from BEFORE and during Diaries days to support this. The heavy MCD implications also show I’m writing for that older audience who grew up with me. I’ve retained a lot of my audience from those days and know that young adults watch my stuff (hence a small reason for my lack of growth due to not conforming to kids content, you’ll see other MC YTers who convert to Roblox taking off in comparison) Some of my content can be found on the YT kids app and if you are a parent/guardian concerned about the heavy material I recommend using the YT kids app as it censors those seasons/episodes. It’s not 100% perfect but the kids who do watch me only know me for the content listed on the YT kids app. Most parents who let their kids have free roam of base YT are already aware of the lack of censorship from all sorts of YTers and have expressed they are aware of the material in my content and allow their kids to watch under their supervision and guidance. Who/What people watch on YT is up to them to decide. I rate my vids in the self rate system to be aimed at the demographic I’m writing for.
OKAY THAT’S NOT TL;DR, BUT CLOSE ENOUGH. The rest goes into detail and is what I originally wrote if you want to understand my prospective. AGAIN IT’S EVERYWHERE.
Alright so I’m in the addressing mood, but let’s start this train with one thing at a time. Today I want to clear up a misconception that a lot of people tend to have about my channel.
“Aphmau has a kid audience.”
To some extent, this IS true.
These days people naturally associate “Minecraft” with kid friendly content. Especially with YouTubes crack down on what is advertised to kids via search. (Which as a parent: thank you YouTube.)
To another extent, this IS false.
In the early pioneer days of MC a whole ton of adults were playing the game which promoted the popularity of it. These were also the days YouTube didn’t have heavy censorship so everything was free game. There were adults cursing and talking about sex during gameplay, having tiddies in the thumbnail, to adults playing MC drunk. Again totally the early days of both YT and MC.
During this time a lot of the MC audience was mixed, both young and older. (I was in the older crowd; was watching Shadow of Israphel by the Yogscast at the time before my channel started) Eventually time passed and it was obvious that the game by itself appealed more to the younger demographic and it kept that audience. [I’ll get back to this point later].
Around the time I entered the MC scene it was the untamed wild west. Hell, I remember doing a Cops and Robbers video with Adam about being high the whole time. Around that time I was writing Diaries which had a lot of adult themes, war, topics, violence, death, [babe house, tho that’s not bad], sexual implications, blood, etc. etc. I also had side series going on that were more light hearted [Pixelmon, Mod Mod World, etc.] I also played games such as Saints Row, Hunie Pop, Dead Space, etc.
Again all this was in the untamed wild west of the internet.
Fast forward to today, all of those youngins who consumed that content have now grown up. They are either finishing up High School or already in College or they have always been adults and are just older (and by that I mean they’re even more cooler now) Surprisingly a LOT of them have been with me from that long ago... and holy crap you guys... thank you for being with me for that long <3
Fast forward to today again, you’ll see MC and YT have been censored heavily.
If you want to be a successful MC YouTuber these days - You gotta make content aimed at kids to get on that YT kids app - and just let me say there’s nothing wrong with that at all! I’m all for peeps makin’ their content the way they want to for the audience they want to consume it. (always disliked when creators would belittle others for the kind of content they make)
Let me say this: Diaries and MyStreet [plus a few other series] have always had heavy adult themes in them. I have been watching my audience grow from the start and know who I am writing for since a lot of peeps who are watching the more intense series have aged with me.
“But you have kids who consume your content!”
Yes, there are children who consume my content because it is on the Minecraft platform. You will also notice the most vocal peeps in the YT comment section/twitter/insta/etc. tend to be youngin’s who will shame you for liking a certain ship, hate you for your opinions, etc. [they are NOT ALL like that] Understand that these peeps (while I love and appreciate their support, wish they read my PSA’s and were a bit more understanding sometimes) are often in the minority of those who consume the more intense storylines/game play. Of course there are exceptions. Creators after YEARS of experience, data, and analytics will know who watches what content based on statistics and feedback. Some of our decisions are based on the analytics we receive and what people show they want in content by watching it.
Now, where are these “children who are watching my content” consuming it from? The YouTube Kids App. (GOD THIS ISN’T A PLUG BUT IT’S GONNA SOUND LIKE ONE BECAUSE I GET INTO PARENT THINGS, ALSO THIS IS RELEVANT TO WHO CONSUMES MY CONTENT SO IF YOU CARE ABOUT THIS TOPIC PLEASE BEAR WITH ME)
As a parent, I use the YouTube kids app. The YouTube kids app has a LOT of options to make sure kids under the age of 13 are consuming the content their parents want them to watch. (But the age you can set goes all the way to like 20+ for some reason) There are two options:
1.) [Younger] More restricted, meant for preschool kids and elementary school kids.
2.) [Older] For parents who think their kids are old enough to be less restricted and it even warns parents that there may be suggestive content, violence, etc. In this option.
There are a lot of kids consuming the more tamed versions of my content which they know me for. There are some children I meet at fan meets that don’t even know that certain episodes of Diaries or MS Season 4, 5, or 6 exist or that I even do RP’s. (They seem to like my content for Snipper Clips, Love Balls, MyCraft, etc.) I’m perfectly fine with the app gating off my mature content, rightfully so since it’s not meant for that demographic. With a lot of that being said I cannot control what is and is not seen on that app, but know that a lot of my mature content is off of it.
That being said, my writing is aimed at teens, young adults, and adults.
The problem is people see MC as being “ONLY FOR KIDS! THIS IS A KIDS SHOW IF IT’S IN MINECRAFT!” which to me... as someone who has been using the platform since the Wild West days... to pretty much tell similar and just as harsh stories since then... is pretty much the equivalent of saying: “IF IT’S A DRAWN LIKE A CARTOON IT MUST BE FOR KIDS!” Or “VIDEO GAMES ARE MEANT FOR KIDS” (which are very ignorant statements because cartoons and games can be for adults)
Again the problem lies in the fact that I’m still using MC as a platform to tell stories. And really, that’s not a problem since I know where my content is being consumed, I know who consumes it, and I know who I am writing for.
The kids app exists for parents who are active in their child’s lives and make sure my content is what their kids want to consume and I use that as a barrier to entry for younger kids who don’t get the themes in my mature content.
The people who have grown up with me and know the adult themes in my story often times don’t want to admit to their friends that they watch Minecraft because of the stigma that comes with that statement and often times won’t participate in the community. Btw, side note: For those that are vocal I sincerely appreciate you who have been around forever and help grow the community.
[ADDITIONAL UNIMPORTANT NOTE: We actually did a test run to see if our audience was younger than we thought. I tried doing a ROBLOX RP to see if maybe our demographic was there instead of MC. (...Also I wanted to make something for our kids to watch.) It turned out the feedback from the audience was so overwhelmingly negative on it because peeps didn’t want to see the channel turn into a “kids channel” with kid directed content]
But again... the problem is the stigma that comes with using MC as a storytelling device. A lot of YTers bowed out of MC because they felt they no longer had the creative freedom they once had before censorship happened. Which if I had been completely kid friendly from the beginning I could see where the problem is, however this is not the case and adult themes (be they subtle or not) have always been there.
My content is for those who want to consume it on the main YT site/app. Anyone under the age of 13 SHOULD be using the YT kids app, but that is in their parents hands to decide what is appropriate for their kids. I advise fellow parents when they ask me in person to make sure my content is for their kid(s) and to have open discussions about the topics at hand if they decide to allow their kids to consume my content. I understand parents cannot be there 24/7 but they should not entrust media to be the core source of conversation for a mind that’s still growing and needs a parent/guardians guidance.
I will continue to use MC as a platform and the YT self rating system to make sure my content gets pushed to the right outlets, I cannot monitor who sees my content. Eventually I’d like to move to another story telling platform OR modify MC so it doesn’t look like MC anymore but rather something that looks similar to the unity engine. (We tried this with Ultra Nova but didn’t have people who cared about the project enough to help with it. Jason ended up doing the modeling and it didn’t come out like we had hoped) Jason and I would love to get into animation (2D/3D), but that is not possible at the moment, however we are working on that and maybe later FAR down the line you’ll see that! (you can see with S6 we’re getting a feel for it! Animation ain’t just there for show it’s for prepping for the future)
I will do my best to open up more about my creative choices.
I understand some peeps are upset about the Ein/Aphmau thing and I plan on addressing that (maybe in another blog post later this week but it might just say what I’m about to say). Peeps tend to get riled up as soon as something negative happens and are on “attack mode” which leads to provocation and just a whole mess of emotions coming from both sides. But since I’m trying to be more open right now I’ll give it my best shot to address it later. For now to give a brief summary: not all stories/characters are 100% planned. My writing for stories years ago was not written knowing exactly where the characters would be year(s) later. Again a topic to get into depth for another time. I know there are peeps out there who won’t listen and will probably see everything I say as an excuse. But hey, I’m gonna open up and if they want to believe me or not is up to them. I understand why they’re upset and I value and respect their opinions, but implying someone’s absolute moral beliefs on a taboo subject through a fictional story is just odd. I think my girl Michaela best sums that up in this post.
My responsibility as a creator is to create. I do take responsibility in who sees my content through the systems that are set in place for that. But there is also a responsibility in the viewer to know the type of content they’re consuming. In the future maybe I’ll add in self ratings since that isn’t completely and transparently done through YT.
Whew, I hope that sums things up or at least gives an answer to a few things.
Sorry for being all over the place with that post, let me know if you want me to convey anything in better detail for this topic. I’ll address other topics mentioned in here when I have a moment, thanks again for your time! <3
(appreciate if you took the time to make it this far!)