The alternative monetization strategies we study are intimately linked to micro-celebrity practices on YouTube.  To attract more attention and the monetary benefit that comes with it, some content creators adopt micro-celebrity [39] and self-branding [32] practices. Creators exploit the platform’s affordances and video-based communications to appear authentic, accessible, and intimate to their audience [48]. The platform also hands creators who lack strong public identities the resources to self-promote [32]. As viewers develop a strong parasocial relationship with content creators who become “micro-celebrities,” they are willing to provide direct donations to support the creators’ work, buy a personalized mug, or even attend “real-life” (paid) events to meet the creators [1] – i.e., support the creator via some of the alternative monetization strategies.