YouTubers around the world have found fame on the online video platform, with a select number achieving mainstream success as their millions of fans propel them to brand endorsements, best-selling books and cameos in major films.
While still far behind the likes of Sweden's PewDiePie, who at 56 million has amassed the world's highest number of subscribers, top YouTubers in Japan have achieved followings in the millions and are also seeing signs of breaking into mainstream pop culture.
But as they will attest, the daily grind of creating content for the Google-owned platform is no walk in the park, especially if the ultimate aim is to gain subscribers on a global scale.