YouTube marks two decades with focus on TV growth and creator economy
YouTube CEO outlines strategic plans as platform hits 20-year milestone, highlighting TV viewing and creator monetization.
YouTube, which turns 20 this year, has released strategic plans focused on expanding its television presence and creator economy, according to CEO Neal Mohan's annual letter published on February 11, 2025.
The platform has experienced significant growth in television viewership, with users watching over one billion hours of YouTube content daily on TV screens. According to Nielsen data cited in Mohan's letter, YouTube has maintained the top position in U.S. streaming watch time for two consecutive years, with television surpassing mobile devices as the primary viewing platform in the United States based on watch time metrics.
Luís Rijo
The shift toward television consumption represents a notable transformation in user behavior. Content consumption patterns have evolved substantially from the platform's early days of grainy desktop computer videos to the current landscape of professional studio productions, including talk shows and feature-length films.
In addressing creator monetization, Mohan disclosed that more than 50% of channels earning five figures or more in U.S. dollars on YouTube generated revenue from sources beyond traditional advertising and Premium subscriptions in 2024. The platform has observed a 40% increase in channel memberships over the previous year.
The company's subscription services have shown substantial growth. YouTube TV has accumulated more than 8 million subscribers, while YouTube Music and Premium services have surpassed 100 million subscribers, including trials.
Focusing on technological advancement, YouTube plans to integrate Veo 2 into its Dream Screen feature, enhancing creators' ability to generate video backgrounds. The platform has also introduced auto-dubbing capabilities, with data showing that videos featuring dubbed audio receive more than 40% of their total watch time from viewers choosing translated versions.
In the podcasting sector, YouTube has established itself as the most frequently utilized service for podcast consumption in the United States. The platform plans to implement additional tools for podcasters, enhance monetization opportunities, and improve content discovery features throughout 2025.
Luís Rijo
The platform's global reach continues to expand, as demonstrated by French creator Sarah Lezito, who garnered more than 95% of watch time from audiences outside France in 2024. Similarly, the Australian-produced animated series "The Amazing Digital Circus" achieved international success, appearing in YouTube's annual End of Year lists across eight countries.
Addressing content moderation and user safety, YouTube employs machine learning technology to estimate user age, distinguishing between younger viewers and adults to provide age-appropriate experiences and protections. The platform has maintained its commitment to YouTube Kids and supervised accounts while enhancing educational content delivery through improved video presentation in learning tools.
During the 2024 U.S. Presidential election, YouTube served as a significant platform for political discourse. Election-related content, including Joe Rogan's interview with President Trump, which accumulated 55 million views, and Saturday Night Live comedy sketches, attracted substantial viewership. On election day, more than 45 million U.S. viewers engaged with election-related content on the platform.
The expansion of YouTube's creator economy is evidenced by the establishment of professional production facilities. Alan Chikin Chow opened a 10,000-square-foot studio in Burbank, while creators Kinigra Deon in Birmingham, Alabama, and the team behind channels Mia Plays and Kouman in North Vancouver have developed similar facilities.
As YouTube enters its third decade, the platform continues to adapt to changing consumption patterns while maintaining its position as a significant player in global digital media distribution. The company's focus on television viewing, creator monetization, and technological innovation reflects its response to evolving market demands and user preferences.