YouTube: The Future Has Blown Its Horn
April 3, 2025
YouTube has come a long way in the last two decades. Google wants us to appreciate just how far, apparently. Digiday celebrates the occasion with the piece, "As YouTube Turns 20, Here Are the Numbers You Need to Know." Writer Krystal Scanlon shares several noteworthy statistics. For example, the company states, an average of 500 hours of video is uploaded to the platform every minute. On the other end of the equation, about 30,000 viewers visit the site each day, Neilsen reported in February 2024.
In fact, we learn, YouTube considers itself the "new television." That same Neilsen report shows the platform outperforming other major streaming services. (Though it only beat Netflix by a nose, at 9.2% of total TV usage to its 8.2%.) The platform happily monetizes those eyeballs the old-fashioned way, with ads. However, it has also enticed over 125 million users to at least try its subscription plans. As for content creators, about 500,000 of them have been at it for over 10 years. They must be getting enough out of it to stick around. But for how many that is a viable career and how many it is just a hobby the write-up does not say. Whatever the case, it is clear YouTube has creators to thank for its significant ad revenue. Scanlon writes:
"With Europe’s creator economy projected to reach $41.17 billion by 2030 and U.S. influencer marketing expected to grow 14.2% to $9.29 billion this year, according to eMarketer, it’s clear why YouTube is focused on staying ahead in the creator space. Part of that plan involves doubling down on YouTube’s ability to thrust creators into the cultural mainstream. Which is why the platform has said that creators are becoming the startups of Hollywood. Whether it’s scripting, editing behind the scenes or creators are hiring various staff as part of their new business — YouTube wants to be the launchpad."
Yes, that would be quite the get. It will have to fight certain other streaming services for that honor, we think. The post continues:
"YouTube contributed more than $45 billion to the U.S. GDP in 2023, according to Oxford Economics, and it created more than 430,000 full-time jobs. Similarly, in Europe, YouTube contributed €6.4 billion ($6.94 billion) to the EU’s GDP in 2023, according to the platform’s latest Impact report, not including the jobs created by the 100,000 creators in the region that have built their own businesses including hiring staff."
Here’s the kicker. As changes roil the Google search advertising approach, YouTube might be the Little Engine That Could for Googzilla. Next up? Google Advertising, Broadcast, and Cable. ABC?
Cynthia Murrell, April 3 2025
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