According to Cowell, The You Generation was created because "YouTube is the biggest video channel in the world, but real stars can get lost in the mix because there are more than 72 hours of footage uploaded every minute.

"[4] The You Generation consists of a series of themed competitions where contestants can compete to win a cash prize.

The You Generation YouTube Channel was launched in 2013 with a livestreamed interview of British boy band One Direction.

According to NÜKO associate director Emily Torjussen "They wanted something quite different, so it wasn’t to look like the X-Factor, as it isn’t on television, and it also needed to encourage participatory involvement.

It’s playing on the idea of the audience building their own world of talent and has an almost home made look – stylish but not too perfect.