 One of the main reasons is that the majority of millennials do not watch TV, but instead prefer to use platforms they can access from their mobile devices.70% of YouTube users have said that YouTubers change and shape pop culture, and 60% of them have said they would make buying decisions based on the recommendations of their favorite YouTuber over those of a TV or movie star.A micro-celebrity, also known as a micro-influencer, is a person famous within a niche group of users on a social media platform.