The Algorithmic Assembly Line: How YouTube Shapes Thai YouTubers’ Career Trajectory into More Disciplined Work

Abstract

YouTubers are often viewed as exemplars of work autonomy and creative freedom, making this career very popular among young adults in Thai society. This perception has positioned YouTubing as a dream job that enables individuals to earn income while staying true to themselves. The present study explores the career trajectories of Thai YouTubers, from their initial period of autonomy to becoming more disciplined workers in response to the platform’s evolving nature. Drawing on in-depth interviews with eight long-experienced YouTubers, it finds that platform capitalism significantly influences career trajectories, identity, and social status within the digital production system. The findings suggest that Thai YouTubers navigate the complexities of entrepreneurial labor, balancing brand image, follower relationships, sponsorships, and self-identity within the constraints of an unpredictable and evolving digital labor market. Challenging the romanticized view of YouTubing as pure creative freedom, this study argues that the sustained autonomy of Thai YouTubers is paradoxically achieved through self-imposed discipline and self-exploitation. This reveals how platform capitalism subtly transforms creative pursuits into demanding entrepreneurial labor, where “freedom” necessitates constant adaptation to algorithmic pressures for visibility and income.