YouTube in Japan had an identity crisis in 2018. The video-sharing site only grew in importance this year, as the top creators associated with the platform achieved acceptance by the country's mainstream media gatekeepers while famous names migrated over.
But, at the same time, the makeup of the most popular contributors on YouTube changed significantly, becoming much younger — some actual children — and less real. Many notable names found themselves embroiled in scandals, while content from competing social platforms proved more influential than anything that had originated on YouTube.
Still, in terms of mainstream respectability, this was a good year for YouTubers. Since the platform became the go-to online destination for video in Japan, it has developed its own ecosystem with stars mugging for the camera and taking part in various challenges. While plenty popular, traditional Japanese entertainment had largely shunned these creators.