The episode chronicles the lucrative world of YouTube vlogging, including social media archival footage of Myka and James Stauffer, as well as original interviews with others. Hannah Cho, an avid YouTube consumer, explains how daily videos and constant updates provide a sense of community. Myka Stauffer’s wholesome demeanor and willingness to share everything on camera results in huge viewership and brand partners rushing to endorse her. Teasing a “big surprise,” the Stauffers, already parents to three children, announce that they are adopting a child from China.
The business of family vlogging is explored, examining YouTube’s algorithm, which rewards bold thumbnail photos, sensationalist titles, and the need to constantly promote exciting new content. As adoption day approaches, the Stauffers post videos counting down the days. The family continues to earn money from brand sponsors, but after more than two years as the “star” of the Stauffers’ vlogs, their adopted son Huxley suddenly disappears and all videos of him go private on their channel.
The episode examines what happens when online vitriol rises and concerned fans turn into critics. The press sheds more light on the Stauffers’ online content, including their lavish lifestyle, Huxley’s treatment, and their tearful 2020 update on his absence from their life. Brand sponsors drop the Stauffer family and Myka disappears from the internet.
