Individualism in TV Production: A study of the production patterns of Saudi youth on YouTube

New media platforms have assisted to form/establish a new media and communication space. This, in turns, enables individuals to play the roles, that over the past decades have been the preserve of media and communication institutions. Newly-appeared influential actors/ influencers have the tendency to participate in the production of media content. Many individuals have also begun to produce electronic and television messages through which they try to convey what they want others to see and know. The Saudi youth was not spared from this matter, as users or making this type of media. Therefore, the present study was conducted to identify the production patterns on social media, especially YouTube, from the perspectives of Individual Saudi YouTubers. The findings of the qualitative analysis of a sample of 180 video clips to measure the development in the patterns of production during different time periods, reveald that (1) the majority of the videos are still filmed in a spontaneous and unprofessional way using simple tools; (2) most of the study sample videos not take into consideration the importance of fashion in influencing the users; and finally (3) many of the study sample videos used only the camera microphone, which can be considered a common mistake in almost all the videos under investigation. Not putting the microphone in the right place makes the sound become loud and noisy for the audience. Moreover, with the increasing competition of young people in the world of YouTube, there has become a noticeable impact of using hi-tech equipment, among which microphones, on the quality and viewing rate of videos produced individually.