One in three teens claim they could make money by creating YouTube videos. The success of social media stars like Bethany Mota shows that celebrity endorsements aren't influential as they used to be. Today's teens want inspiration from cool kids who could easily be their mates.

In an average month, people watch 6 billion hours of footage on YouTube. Research from Variety has indicated that "the five most influential figures among Americans aged 13-18 are all YouTube sensations, thoroughly eclipsing mainstream celebrities."

The way teens create identity is changing. With more tools to express themselves, access to a world of information and subcultures that bloom and wither in a matter of days, affiliation to traditional tribes has become less important.

While UK vlogger Zoella has signed a book publishing deal with Penguin, who's the next generation of YouTube superstars? It might just be EvanTubeHD - the channel of an 8-year-old kid who's estimated to be earning close to $1.3 million a year through his viral videos.