In the months leading up to Labor Day, a growing number of people have shifted their news consumption from traditional broadcast and cable outlets to YouTube. Election fatigue may have played a role in this trend, but the availability of alternative news sources — particularly independent YouTube pundits — has become a compelling option. Channels like Akademiks and Kempire, who focus on hip-hop and pop culture, Emily D. Baker and the Florida Law Man, who break down legal headlines, and others such as Popcorned Planet, Legal AF, and Tisa Tells, are gaining popularity for their unique take on current events.
A recent Pew Research Center study revealed that 54% of U.S. adults now get at least some of their news from YouTube, with 25% of them tuning in regularly, especially women, who make up 57% of the platform’s news audience. This shift represents a significant change in how news is consumed, as more and more people turn to YouTube creators who bring fresh perspectives and commentary outside of the mainstream media.
Unlike the polished studios of CNN, MSNBC, or Fox, many of these YouTube news personalities operate with minimal resources. With little more than a laptop camera and a ring light, these hosts analyze stories in real-time, pulling information from social media and various online sources while engaging with their viewers. This DIY approach to broadcasting is a far cry from the scripted, professionally produced shows of traditional networks.
One of the standout personalities in this new wave of YouTube news is Tisa Tells, whose channel has nearly 500,000 subscribers. Her daily broadcasts, which typically begin with a cheerful, “Heyyyy, what’s up, guys?” offer deep dives into scandals, legal cases, and viral stories. Tisa’s style is informal and conversational, yet highly informative. She combines thorough research with a lively delivery, often presenting court documents, legal filings, and public records to back up her analysis. Her coverage of the ongoing Diddy sex trafficking case, for example, includes over 1,000 videos, where she not only explains the latest developments but also provides context and opinion that mainstream outlets often overlook.
Tisa, who refers to herself as “Karma’s chief correspondent,” describes her work as “infotainment.” Her ability to simplify complex legal jargon for her audience, sometimes explaining court procedures as if talking to a child, has made her a standout in the online news world. Similarly, other YouTube creators, like Akademiks, have gained attention for their detailed breakdowns of pop culture events. Akademiks’ analysis of the 2023 rap battle between Kendrick Lamar and Drake is an example of how these YouTubers often uncover details and nuances that might be missed by traditional media outlets.
However, the lack of formal journalistic oversight raises questions about credibility. YouTube creators are not bound by the editorial standards and ethics that govern traditional news outlets. While these personalities do their best to verify their sources, there’s no formal vetting process, and many rely on community guidelines to avoid being censored by the platform. Tisa, for one, claims to double-check her information using multiple methods, including public records, before sharing it with her audience.
Monetization is another factor that has fueled the rise of YouTube newscasters. With the ability to generate revenue through ads, sponsorships, and audience donations, YouTubers like Tisa are able to support themselves entirely through their channels. Tisa offers tiered memberships for her loyal followers, with prices ranging from $4.99 to $24.99 per month. While she does not disclose her earnings, she affirms that her YouTube channel provides a sustainable income.
The appeal of these independent creators lies in their authenticity and approachability. Tisa attributes much of her success to her delivery style, which she describes as being more akin to talk show hosts like Wendy Williams than traditional news anchors. “My job is to watch everything all the time, pay attention, read the documents, and connect the dots,” she says. The personal touch and casual delivery of these creators, along with their ability to engage with their audience directly, make their content feel more relatable and less filtered than mainstream news.
As for politics, Tisa considers it the “OG gossip,” suggesting that if she had been around in the era of John F. Kennedy, she would have delved deep into the political intrigue of that time. Despite not having a formal business plan, Tisa’s channel has grown “organically,” with brands reaching out to her and PR firms trying to pitch products. She manages all aspects of her channel herself, from content creation to monetization, and is grateful for the independence that YouTube provides. “I will be firmly in control of what I want to put out,” she says, emphasizing her commitment to staying true to her vision as she looks to expand her influence beyond the platform.
As the popularity of independent YouTube news creators continues to rise, their impact on the media landscape becomes increasingly significant. While they may lack the resources of traditional news outlets, their ability to engage directly with audiences and offer unique insights into the stories of the day is changing the way people consume news.