Digital Capitalism and Child Labor Exploitation on YouTube

This article examines the issue of child labor exploitation on YouTube through the phenomenon of “kidfluencers” - children who create video content and gain a large following on the platform. It discusses kidfluencing within the framework of digital capitalism and platform capitalism, where companies monetize users' data. While kidfluencing can allow children to be creative and gain income, it also risks exploiting their labor and compromising their privacy and well-being. The article analyzes several popular kidfluencer YouTube channels and finds that some children are producing content in a way that resembles intense work. It highlights how digital capitalism leads to the commodification and alienation of digital labor. While kidfluencers benefit platforms and brands through promotion, they may not receive fair compensation for their efforts. The involvement of parents also raises issues about children's autonomy and protection. Overall, the article argues that while kidfluencing seems like casual play, in some cases it amounts to a hidden form of child labor that fails to uphold children's rights. It calls for stronger regulations to ensure kidfluencers are not subject to exploitation of their immaterial labor. © 2024 John Wiley & Sons Ltd.