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Having established their dominance over the reaction video format, Fine Bros expanded further.
Watching a reaction video is a way of vicariously recapturing primary experience.
And in March 2015, they said it was a "sad day for the web community" when Buzzfeed ran a reaction video of teens watching 90s music.
He shows us a reaction video of teenage boys watching the murder, their faces shining with a mix of excitement, disgust, glee and horror.
The so-called reaction video — in which people record themselves watching something with the goal of capturing a visceral reaction — has turned into a YouTube staple.
Unrelated reaction video channels, including Seniors React and British Kids React, were forced to take their videos down, apparently after takedown requests from Fine Bros.
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But this week the Fines – Benny and Rafi, brothers from Brooklyn in their mid-thirties – announced plans to allow rival reaction video-makers to use some of their style (graphics and music, for example) as part of a React World licensing scheme, which you could compare to the way big TV franchises such as The X Factor are sold around the world.
This is not Disney's first encounter with reaction videos.
The problem for the YouTube community is that reaction videos long predate the React format.
"Reaction videos" have been hugely popular on YouTube for a while.
Reaction videos are exactly what they sound like: footage of people reacting to things.
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