YouTube trends report reveals 7 significant shifts

YouTube published two Culture and Trends reports in 2024 instead of just one. That was the first indication that we’re probably not paying enough attention to trends. 

The first report, published midway through the year, found: 

“Fans are no longer just consuming content, they’re actively creating it, meaning they’re more essential to driving the success of an individual or property than ever before.”

The second report, published at the end of 2024, found: 

“The franchises that shape pop culture today are increasingly ones that are born online or become accessible in digital spaces through creator activity.”

So, what does that mean to digital marketers?

We’re well-versed in the traditional types of marketing: 

• Business-to-consumer (B2C).
• Business-to-business (B2B). 

However, it’s clear we need to expand our understanding to include newer models like:

• Business-to-creator-to-consumer (B2C2C).
• Business-to-creator-to-business (B2C2B). 

That’s why it’s a good idea to read YouTube’s latest Global Culture & Trends report. 

It can help you identify the seven significant shifts reshaping pop culture in the U.S. and worldwide.

And these shifts are also reshaping digital marketing as we know it.

1. YouTube Nation is 78% larger than the world’s largest country

YouTube has about 2.5 billion monthly active users (MAU) worldwide. 

YouTube is the second-most visited website in the world – behind Google, but ahead of Facebook (third), Instagram (fifth), and TikTok (20th). 

If YouTube were a nation, then it would rank far ahead of the world’s largest countries. According to recent data:

• India is the most populated country in the world with a population of approximately 1.4 billion people.
• Followed by China with a population of slightly less than 1.4 billion people.
• The U.S. ranks third with around 340 million people.

And as I observed in “YouTube SEO fundamentals: What you need to know:” 

• “YouTube has been the most widely used online platform in the U.S. for at least seven years, with 85% of adults saying they use the platform. By comparison, 70% use Facebook, 50% use Instagram, and 33% use TikTok.”

So, why do so many digital marketers treat YouTube like the red-headed stepchild in social media’s extended family?

Don’t they know that YouTubers need at least 100,000 subscribers to qualify for the Karat Black Card, a credit card for social media influencers, while Instagrammers need 125,000 followers, and TikTokers need 2.5 million followers?

Why? 

Because YouTube subscribers are considered 25% more valuable than Instagram followers and 25 times more valuable than TikTok followers.

One YouTuber who understands the value of YouTube subscribers is James Stephen “Jimmy” Donaldson, better known by his online alias MrBeast. 

His YouTube channel has 338 million subscribers. 

In 2024, his 68 YouTube videos received 13.3 billion views and 508 million engagements. 

CNBC estimates MrBeast brings in between $600 million and $700 million a year.

Per YouTube’s Global Culture & Trends report, based on in-country subscribers gained throughout the year, MrBeast ended 2024 as: 

• The top creator in Canada, India, Indonesia, and the U.S.
• Second in France, Germany, and the U.K.
• Fourth in Japan.
• Fifth in South Korea.
• Ninth in Mexico.

MrBeast’s YouTube content is known for its high production value, fast pace, and elaborate challenges and giveaways. 

For example, his most popular video of the past year, “The World’s Fastest Cleaners,” uploaded on April 25, got 583 million views and 24.1 million engagements, according to Tubular Intelligence.

Dig deeper: How the YouTube algorithm works: What marketers need to know

2. The emergence of indie animators is reshaping pop culture

Driven by passionate fan support, independent animators are turning their social video hits into full-fledged franchises, demonstrating the power of online communities to reshape pop culture.

A prime example is “Amazing Digital Circus” from the GLITCH channel. 

The independent animation studio based in Sydney, Australia, uploaded “The Amazing Digital Circus: Pilot” on Oct. 13, 2023. 

They aimed “to create animated shows no one has ever seen before.” 

And their first episode got 364 million views and 6.6 million engagements.

GLITCH’s second episode, “The Amazing Digital Circus – Ep 2: Candy Carrier Chaos!,” premiered May 3. It had 140 million views and 4.2 million engagements.

That same month, a SmithGeiger study revealed that 22% of U.S. 14-24-year-olds were aware of the show, even though only two episodes of creator Gooseworx’s animated series had been released. 

Notably, Netflix is licensing episodes for simultaneous release with their YouTube premiere, highlighting the show’s significant impact.

By the end of 2024, eight “fun, colorful animated shows with occasional violence and existential breakdowns” generated 671 million views and 17.9 million engagements over the last 15 months, according to Tubular Intelligence. 

The GLITCH channel has 12.9 million subscribers. 

This rapid success can be attributed to the active fan community, which filled the gaps between episodes by creating fan-made animations, explanatory videos, and music videos. 

This extended the franchise’s reach far beyond the series itself, with 5,175 fans creating 32,900 videos on the topic of “The Amazing Digital Circus,” which have garnered 19.2 billion views and 678 million engagements over the last 15 months, according to Tubular Intelligence.

The Amazing Digital Circus was on the Trending Topics lists in Brazil, Canada, France, Germany, Indonesia, Mexico, the U.K., and the U.S, per YouTube’s Culture & Trends report.

Trending Topics highlight popular cultural moments, spanning films, memes, music, and other areas.

These trends are identified by YouTube’s Culture & Trends team, who analyze data like video views, uploads, and creator engagement.

3. Creators are expanding the cultural omnipresence of individual video games

Video game creators are increasingly pivotal in elevating games to mainstream success. 

For example, Dress to Impress, a fashion-focused game on Roblox, quickly became a global sensation. 

Dress to Impress burst onto the online gaming scene in November 2023. 

Its core concept is straightforward. 

At the start of each round, players are presented with a theme and granted a mere five minutes to meticulously craft an outfit that perfectly embodies that theme. 

Once the allotted time expires, players gracefully display their creations on the virtual catwalk, where fellow players evaluate and rank each outfit on a scale of one to five stars. 

As players consistently triumph in these catwalk competitions, they attain the coveted title of “top model.”

Despite its relatively recent release, Dress to Impress surged in popularity, dominating trending topics in three countries (Canada, the U.K., and the U.S.). 

This rapid rise surpassed the typical trajectory of most video game releases, transforming a fashion game into a viral sensation. 

Since Nov. 11, 2023, 7,907 creators have uploaded 48,300 videos to YouTube in the gaming category with “Dress to Impress” in the title. 

These videos have tallied 4.3 billion views and 191 million engagements, according to Tubular Intelligence. 

For example, “Game Theory: You’re Missing The Point Of Dress To Impress *it’s scary*” by The Game Theorists, uploaded Aug. 17, got 3.3 million views and 160,000 engagements. 

The video’s description says:

“Dress to Impress is a game that on the surface appears like a bright, fun Roblox game about fashion. However, underneath the surface hides a terrible, dark secret about Lana, the nail lady in the salon. With hidden rooms, secret codes, and best of all… LORE, it’s no wonder you all have been requesting it for so long!”

4. Non-digital-native franchises can thrive in a digital culture

YouTube’s Culture & Trends report highlighted that “legacy franchises” like “Olympic Games Paris 2024,” which appeared on trending topic lists in 10 out of 12 countries, and “Deadpool & Wolverine,” which showed up in 5 out of 12, clearly demonstrate that traditional franchises can succeed in a digital culture.

Now, I trust YouTube’s data. But I used Tubular Intelligence to verify it.

For example, 555,000 accounts on YouTube have at least 100,000 subscribers. 

In 2024, they uploaded 198 million videos, which got 22.1 trillion views and 674 billion engagements, according to Tubular Intelligence.

Of this total: 

• 11,500 brands uploaded 3 million videos, which got 399 billion views and 6.2 billion engagements.
• 13,500 media and entertainment organizations uploaded 27.9 million videos with 1.3 trillion views and 25.8 billion engagements.
• 525,000 influencers uploaded 158 million videos, with 19.9 trillion views and 629 billion engagements.

So, 25,000 legacy franchises are thriving on YouTube, but 525,000 creator-driven media franchises can also thrive on the platform.

How can digital marketers harness this trend? You have three options.

Create engaging content 

Just look at “Mastering the currents. @clem_secchi” from the Olympics channel, which got 256 million views and 5.0 million engagements. 

Use Google Ads for video to promote online video advertising

For instance, “Paris 2024 Olympic and Paralympic Games | OMEGA” got 75.6 million views and 34,900 engagements.

Dig deeper: What YouTube learned by analyzing over 8,000 top ads

Use YouTube BrandConnect to collaborate with creators on influencer marketing campaigns 

 “Can I Get on the Jumbotron at the Paris Olympics? #Paris2024,” which got 5.2 million views and 168,000 engagements, is sponsored video content. 

It was created by Jenny Hoyos and sponsored by the Olympics channel and YouTube.

5. India is YouTube’s largest market, followed by the U.S.

India has the largest YouTube audience in the world, with 462 million users. 

The U.S. ranks second with 239 million users.

How does this shift the social video landscape?

In 2024, creators and their fans forged stronger bonds through innovative engagement features and shared passions. 

Fan communities – in India and over 100 other countries around the world, across 80 languages – played a crucial role in shaping creators’ success and content direction. 

This is exemplified by the launch of UR Cristiano, the official YouTube channel of Cristiano Ronaldo, on Aug. 21, 2024. 

The new channel garnered over 19 million subscribers within the first day, primarily fueled by his Indian fan base. 

Today, UR Cristiano has 72.6 million subscribers, and its 88 videos have a total of 762 million views and 86.5 million engagements, according to Tubular Intelligence. 

Ronaldo’s YouTube strategy involves short and long-form content that appeals to fans beyond his football career. 

This approach led to widespread popularity and a large following. 

Since uploading his first video in August, the forward for and captain of the Saudi Pro League club Al Nassr and the Portugal national team connected with viewers using popular YouTube formats like “draw my life” and “try not to laugh.”

It’s worth noting that UR Cristiano ended 2024 as: 

• The top creator in Germany and the U.K.
• The second in Canada.
• Third in the U.S.
• Fifth in India.

Today, other YouTube stars from around the globe are eager to collaborate with him. 

UR Ronaldo’s most popular video, “I Meet MrBeast To Break The Internet!!,” which was uploaded on Nov. 21, had 55.3 million views and 5.1 million engagements.

6. Top songs are not only listened to but also remixed

YouTube’s latest report contains lists of the top songs based on in-country views of songs that debuted in 2024 or saw significant year-over-year growth. 

These lists include official music videos, lyric videos, and art track videos.

The report also contains lists of top songs on Shorts, which are based on in-country Shorts creations for songs that debuted in 2024 or saw significant year-over-year creation growth.

For example, the Marathi song “Gulabi Sadi” became a global sensation, featuring in over 3 million Shorts worldwide. 

It’s not just a viral dance trend; it’s also a beloved staple at Indian weddings, with notable performances like the one by Sanju Rathod at the Ambani wedding.

To see this for yourself, watch “#GulabiSadi ( गुलाबी साडी ) | Official #video | Sanju Rathod | G-Spark | Prajakta | #marathi Song,” which got 339 million views and 2.7 million engagements.

And in the video’s description, you’ll see a carousel of 31 Shorts remixing this video. They have a total of more than 1.4 million views. 

The most popular one is “Thanks for 130m Views #football #unluckyboy #soccer #trending #shorts” by Unlucky Boy, which got 134 million views and 3.5 million engagements.

Tommy Richman’s “Million Dollar Baby” appears on both the Top Songs and the Top Shorts Songs lists in the U.S.

The previously unknown artist uploaded four versions (Official Visualizer, Official Lyric Video, Official Music Video, and VHS) between April 26 and July 5, 2024, which got 164 million views and 2.1 million engagements.

And 31 Shorts by other creators remixed Richan’s videos and got 938 million views. 

The most popular one is “My neighbors were so confused watching us” by Samuel Grubbs, which got 111 million views and 3.2 million engagements.

7. Middle East and North Africa is a region, not a country

YouTube’s latest report says it “reveals lists of the year’s trending topics, top creators, and top songs across 12 countries.” 

However, one set of these lists is for the Middle East and North Africa (MENA), which is a region, not a country.

Here are the top 20 countries by the estimated number of YouTube users, per Backlinko:

• India – 462 million.
• United States – 239 million.
• Brazil – 144 million.
• Indonesia – 139 million.
• Mexico – 83.1 million.
• Japan – 78.6 million.
• Pakistan – 71.7 million.
• Germany – 67.8 million.
• Vietnam – 63 million.
• Philippines – 58.1 million.
• Türkiye – 57.5 million.
• United Kingdom – 56.2 million.
• France – 50.7 million.
• Egypt – 44.7 million.
• South Korea – 44.3 million.
• Thailand – 44.2 million.
• Italy – 42.8 million.
• Spain – 39.7 million.
• Bangladesh – 33.6 million.
• Canada – 31.9 million.

The report features 11 of the top 20 countries (highlighted above in bold). 

The nine other top 20 countries are in two different regions: Europe, Middle East, and Africa (EMEA) and Asia-Pacific (APAC). 

So, why did YouTube focus on MENA? Who knows, but you should interpret this as a trend and shift in your global strategy to harness it.

You can start by paying closer attention to the “sweetest story in the region.” 

The Dubai-based Fix Knafeh Pistachio Chocolate Bar is a unique dessert featuring crispy shredded phyllo pastry layered with pistachio cream and generously coated in milk chocolate. 

In 2024, it became a cultural phenomenon both locally and globally. 

More than 5,663 accounts created over 8,891 videos with “Dubai chocolate” in the title in 2024, per Tubular Intelligence. 

These videos got a total of 1.3 billion views and 47.0 million engagements.

To see an example, watch “Dubai chocolate #asmr #asmrsounds” by Aliain, which got 66.1 million views and 2.8 million engagements.

The rise of creator-driven marketing: Insights from YouTube’s latest reports

How will these seven significant shifts impact digital marketers?

We may know everything about B2C and B2B marketing, but we’re just beginning to learn about B2C2C and B2C2B marketing.

YouTube creators are doing more than making videos worth watching and reaching global audiences. They’re hiring teams and building businesses on the platform. 

According to YouTube’s 2022 Impact Report by Oxford Economics: 

“90% of creators who earn money from YouTube agree that they want to use the influence they discovered on YouTube to make a positive impact on society.”

So, how do we convince YouTube creators who are on that mission to join our band?

As Guy Kawasaki says in Enchantment: 

“The goal is not merely to get what you want but to bring about a voluntary, enduring, and delightful change in other people. By enlisting their own goals and desires, by being likeable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions.”

Dig deeper: Is your YouTube Channel a brand video graveyard? How to revive it