"YouTube's unwavering popularity is certified by the more than 1bn hours of video content users watch daily, making it the most-watched platform on connected TV (CTV) for most of last year. It's also become the world's second-largest search engine and the second most popular social media platform, hosting 2.49 billion active users, about 82% of Facebook's user count. A quarter of viewers say they discover new brands and products through YouTube ads, ads which reach 86% of internet users in the UK."
"Influencers are the bedrock of every social platform. Their content drives the feeds and fuels engagement. YouTube has always been a powerful platform for content creators. From the early days of vlogs to its latest channel, YouTube Shorts, the platform has always seamlessly integrated influencers and their real, accessible voices into its DNA. Every day, billions of viewers eagerly hop onto the platform to catch up with their favorite content creators."
YouTube remains a dominant, steadily growing platform with users watching over 1 billion hours of video daily and 2.49 billion active accounts. The platform ranks as the second-largest search engine and the second most popular social network, reaching 86% of UK internet users with ads and helping a quarter of viewers discover new brands. Influencers drive engagement and attract 68% of Gen Z users. YouTube Shorts now surpasses 70 billion daily views, creates niche subcultures, and feeds long-form channels, positioning short-form content as a strategic advantage against rivals like TikTok and Facebook.
Read at The Drum
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