#1: Reinventing entertainment: Creators are the new stars & studios
While technology unlocks new creative possibilities, it’s YouTube creators and artists who are leading the way to reinvent entertainment.
Our creators and artists
Viewers come to YouTube to immerse themselves in the biggest cultural moments. They want a front-row seat to the Super Bowl action from creators like Jesser and Kay Adams, full red carpet coverage from the Oscars and the immersive fandom experience surrounding a Taylor Swift or BTS album release. We offer it all.
YouTubers are buying studio-sized lots in Hollywood and beyond to pioneer new formats and produce beautifully produced, must-see TV. The era of dismissing this content as simply “UGC” is long over. These are shows, built by creators who green-light themselves. Look at Julian Shapiro-Barnum: his upcoming series Outside Tonight is a first-of-its-kind late-night experience built for the digital age. When creators hold the keys to their own production and distribution, the only limit is their imagination.
Every format on every screen
Whether they’re watching on a small screen in their hand or the largest screen in their home, viewers choose YouTube for an unmatched breadth of content: long-form, Shorts, music videos, livestreams, podcasts and more.
From niche interests to global trends, viewers are finding what they love on Shorts, which now averages 200 billion daily views. This year we’ll bring even more variety to Shorts by integrating different formats – like image posts – directly into the feed, making it easier to stay connected with your favorite creators.
We’re also investing in music, whether it’s helping you find your next go-to artist, uncovering the stories behind the songs that move you or making it easier to discover and experience new releases.
YouTube has been #1 in streaming watchtime in the U.S. for nearly three years, according to Nielsen.1 YouTube is the new TV because creators are the new prime time. Ms. Rachel’s two Children’s & Family Emmy nominations prove that creators are defining this next era of entertainment. It’s a powerful start, but we need to see more recognition like this.
