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
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