Youtubers are to become “Hollywood start-ups” in the future – one of four goals presented by Pedro Pina, Vice President YouTube EMEA, at the anniversary event in March 2025.
📺TV in focus
Many big Youtubers have long been producing with studios and teams. Will blockbusters soon be coming from the streaming room? In line with this, YouTube is focussing more on the TV set – goal number two: YouTube as the new television. YouTube has lost the competition for the portrait smartphone screen – TikTok has won it. 📱
📈 Trends on other platforms
YouTube once coined terms such as “viral” or “vlog” – today, trends such as grwm or hashtagfyp come from TikTok. Nevertheless, YouTube is pursuing a clear goal: to remain a cultural platform. Creators who are to be retained and won over are crucial for this.
👥 56 million people use YouTube every month in Germany, and over 700 channels have more than one million subscriptions.
Pina’s message: “Follow your passions – and turn them into a digital business. On YouTube.” 💼
🎟️ Exclusive content
In March, YouTube invited selected creators to Zurich – partners with at least 1,000 followers who earn money via the platform. Exclusive masterclasses provided insights into community building – filming prohibited, PR included. 📸🚫 YouTube uses such events to strengthen the bond with creators – a concept that has been around for some time with the “Creator Days”.
One thing is clear: the classic Youtuber is passé. Content is created across platforms. YouTube is focusing on proximity and monetisation – because without creators, there is no future. 🔁
🔄 System is a cycle
According to VP Pedro Pina, YouTube is investing in Creator to attract more viewers – more users means more advertising revenue. 💰
Growth should come from new creators, and viewers should also become producers. Advertisers are central to the cycle, even if they are barely mentioned. The push into the connected TV sector is clearly aimed at them:
📺 The television becomes the first screen, the smartphone the purchasing channel. 📲
🤖 AI as a growth driver
Artificial intelligence should simplify content production – e.g. through automatic translations with the original voice. 🌍
This is how creators reach new target groups. YouTube is focussing on podcasts, shorts and perhaps soon livestream shopping – always with an eye on reach and advertising. 📢
The message: Produce high-quality content, ideal for the big picture.
What do you think: Will YouTube remain the first port of call for content – or have Tiktok & Co. long since caught up? Let us know in the comments! 💬
