Zac Efron You Tube promotion draws ire from fans

"Oh good, another mainstream celebrity getting endorsed by YouTube."

It is a comment indicative of YouTube's fractious relationship with its users of late.

The video-sharing site saw its annual highlights package become the most-disliked video of all time in December 2018, while in February 2019 it was criticised after deleting the accounts of several prominent YouTubers.

Now a new storm is brewing, and it centres around A-list celebrities.

Zac Efron is the latest Hollywood star to crossover to YouTube, with his first video published on 30 March 2019.

Though he might not have expected such a divisive response when he started his channel.

While there are plenty of Efron fans excited about the prospect - the video's comments section is overwhelmingly positive - there are others who are less convinced.

The frustration for these people is not the star himself, but rather the way his new video has been promoted.

A Twitter post from YouTube urging followers to watch his video has drawn consternation, with many asking why the celebrity is getting special treatment.