Middle schoolers used to be buzzing with dreams of becoming YouTubers—chasing that vision of “living off what you love,” as the famous YouTube Japan catchphrase once suggested. But recent survey results show that ambition has shifted. What’s behind this change, and what does it say about Gen Z’s evolving mindset?

A Shift in Career Aspirations

A nationwide survey of middle and high school students in Japan revealed a surprising shift: as of 2025, “YouTuber or video creator,” which had topped male middle schoolers’ preferred future careers, has slipped from first to third place. Interest dropped sharply compared with previous years. The top spot now belongs to public servant—a career seen as stable and reliable.

Behind the statistics, interviews with young people point to deeper reasons. Let’s break down why “YouTuber” is no longer the dream job it once was.

Why YouTuber Isn’t as Attractive Anymore

1. Admiration from afar—but not aspiration

Many teens say they enjoy watching YouTubers for inspiration—whether it’s fashion, gaming, or entertainment—but fewer imagine becoming one themselves. YouTubers are seen as “stylish” and admirable, but more as celebrities than attainable role models.

2. Spotlight comes with scrutiny—and risk

Scandals have become common in the influencer world. Lawsuits, public apologies, and social media controversies often make headlines. To many young people, the career looks stressful and unstable, with constant judgment and little privacy.

3. YouTube is a saturated red ocean

Breaking into YouTube is far harder than it used to be. Every niche—from cooking to travel to gaming—already has established creators. Standing out requires not only creativity but also marketing skills, algorithm know-how, and resilience against strict content guidelines. For many, it feels like an impossible uphill battle.

Broader Cultural Shifts: “Doing What You Love” Isn’t Enough

The once-celebrated notion of “living by your passion” feels outdated to many in Gen Z. While older teens once romanticized the freedom of online fame, today’s middle schoolers weigh careers with a sharper sense of realism.

  • Economic uncertainty has made stability more appealing.
  • Social pressure makes public exposure less desirable.
  • Work-life balance has become an important value, leading many to question if endless video production truly aligns with happiness.

Gen Z increasingly believes that pursuing passion alone won’t guarantee a fulfilling or sustainable future.

What’s Gaining Appeal Instead: Why Public Service?

So why did “public servant” surge to the top?

  • Reliability & respect: Civil service offers stability, a clear career track, and social recognition.
  • Work-life predictability: Unlike the unpredictable life of a creator, public jobs are structured and secure.
  • Social contribution: Many young people want to contribute directly to society, not just entertain online.
  • Cultural values: In Japan, communal well-being and reliability remain highly respected ideals.

The choice signals a shift toward purpose-driven careers rather than fame-driven ones.

My Take: A Sign of Generational Maturity

This change does not suggest that young people are less ambitious—it shows their ambitions are evolving.

YouTube once represented freedom, creativity, and possibility. But now, students see through the glitter: they want careers that can withstand economic uncertainty, social changes, and personal growth.

This does not mean they’ve abandoned creativity. Rather, they’re exploring ways to balance passion with practicality. Today’s students are asking: “Can I build a life I’m proud of—not just a persona?”

That mindset reflects maturity—choosing long-term fulfillment over fleeting popularity.

What Comes Next?

The shift away from YouTube doesn’t mean content creation will disappear. Instead, we may see:

  • Hybrid careers: young people combining stable jobs with side creative projects.
  • New platforms: spaces where creativity is less tied to personal exposure.
  • Selective fame: a preference for smaller, niche communities rather than mass celebrity.
  • Redefining stability: careers that balance both security and creative expression.

Final Thoughts

“YouTuber” as a dream job may have lost its top spot, but that’s not a failure—it’s evolution.

Gen Z is maturing quickly, showing a preference for stability, contribution, and authenticity. While content creation still has its place, it’s no longer the singular path to success.

Instead, today’s middle schoolers are redefining what it means to “live well”: choosing careers that allow them to create value, find balance, and make a lasting impact.

And that, in itself, is an inspiring shift.