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Like, Comment, Subscribe: Inside YouTube's Chaotic Rise to World Domination Hardcover – September 6, 2022
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Across the world, people watch more than a billion hours of video on YouTube every day. Every minute, more than five hundred additional hours of footage are uploaded to the site, a technical feat unmatched in the history of computing. YouTube invented the attention economy we all live in today, forever changing how people are entertained, informed, and paid online. Everyone knows YouTube. And yet virtually no one knows how it works.
Like, Comment, Subscribe is the first book to reveal the riveting, behind-the-scenes account of YouTube’s technology and business, detailing how it helped Google, its parent company, achieve unimaginable power, a narrative told through the people who run YouTube and the famous stars born on its stage. It’s the story of a revolution in media and an industry run amok, how a devotion to a simple idea—let everyone broadcast online and make money doing so—unleashed an outrage and addiction machine that spun out of the company’s control and forever changed the world.
Mark Bergen, a top technology reporter at Bloomberg, might know Google better than any other reporter in Silicon Valley, having broken numerous stories about its successes and scandals. As compelling as the very platform it investigates, Like, Comment, Subscribe is a thrilling, character-driven story of technological and creative ingenuity and the hubris that undermined it.
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Named an Amazon Editors' Choice
“Bergen . . . catalogues YouTube’s rise and the billions (of users, dollars, hours of video) it controls in a tone that is at once resigned, rhapsodic, and disgusted. The story his book unspools is one of breathtaking profit and foolish stumbles, violence and greed and corporate obfuscation.”
—The New Yorker
“Anyone with an Internet connection knows just how much of a technological and cultural behemoth the site has become since then, and Bergen offers a revealing look at how YouTube has struggled with that growth. . . . The fast-paced story explores YouTube’s challenges, including its handling of misinformation about the 2020 election and the coronavirus pandemic. It sharply explains how YouTube’s economy has changed over time, and the backlash it’s faced from creators and users over those changes.”
—Andrew DeMillo, AP
“Mark Bergen has delivered the definitive look at how YouTube came to be and how the service has forever changed our society. Via meticulous reporting and enthralling story-telling, Like, Comment, Subscribe takes the reader on a journey as a small, whimsical idea morphs into something that alters our collective culture in the most profound of ways—for better and for worse.”
—Ashlee Vance, author of Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future
“Mark Bergen's Like, Comment, Subscribe is the intricately-reported, elegantly-crafted story of the website that came out of nowhere to change everything.”
—Brad Stone, author of The Everything Store and Amazon Unbound
“An absorbing, alarming, and essential modern history of Silicon Valley’s supersized platform age. YouTube has redefined celebrity, upended entertainment and politics, and unleashed the best and worst of humanity online. Mark Bergen’s deeply reported page-turner takes us on the company’s journey from scrappy startup to internet juggernaut, revealing the dark consequences of the pursuit of growth at any cost.”
—Margaret O'Mara, author of The Code: Silicon Valley and the Remaking of America
"A vivid, rollicking ride through the fluorescent-lit halls of one of the most powerful companies in the world as it struggles to steward one of the most anarchic yet culture-defining inventions of our time. Bergen has a novelist’s eye, a poet’s ear and a business journalist’s deadpan command of the heart of the matter. So engrossing I missed my train stop."
—Keach Hagey, author of The King of Content
"Intruiging. . . . Those curious about how YouTube got to be the behemoth it is should pick this up."
“Powerful insight into a ubiquitous yet still shadowy company.”
—Kirkus Reviews, "Most Anticipated Books of the Fall"
- Publisher : Viking (September 6, 2022)
- Language : English
- Hardcover : 464 pages
- ISBN-10 : 0593296346
- ISBN-13 : 978-0593296349
- Item Weight : 1.45 pounds
- Dimensions : 6.34 x 1.5 x 9.34 inches
- Best Sellers Rank: #37,201 in Books (See Top 100 in Books)
- Customer Reviews:
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This book is not simply a recounting of historical events. It provides an extremely powerful and informed perspective into how YouTube and, by extension, all of social media, is influencing people to act in bizarre and sometimes very sinister ways. I thought I mostly understood the negative impacts that social media is having on society, but this book revealed how much more there is to the story than most realize - or, at least, than I realized.
This is not another boring and anesthetized founder-approved puff piece. It's a thoughtful, detailed look into how YouTube's executives, frontline employees, and creators all contributed to the company's meteoric success, and its sometimes troubling impact on us all.
It's also more history book than how-to, so if you're looking for a guide to Silicon Valley hustle culture, then probably best to look elsewhere.
There are some poignant moments—I won't forget the story about a moderator having to choose between following company policy or sending a grieving father deleted videos of his son—and many hilarious ones (I mean, it's YouTube!)
Ultimately, this book opened my eyes. Knowing how the company mishandled so many opportunities to improve its business makes me question why we aren't giving YouTube just as much scrutiny as Facebook and Twitter.
The second half slows down as we see Google lurch from crisis to crisis trying to engineer their way out of things because of the insurmountable scale.