YouTube’s Culture & Trends Site

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<span class="lb-font-subnav-description lb-header__subitem-description lb-font-weight-400" data-nosnippet="true"> How to better understand the next generation of Creators and artists </span> </a> </li> <li class="lb-header__subnav-item-wrapper" role="none"> <a class="lb-header-js-subnav-item lb-header__subnav-item" href="/web/20230310002105/https://www.youtube.com/howyoutubeworks/progress-impact/sustainability/" role="menuitem"> <span class="lb-font-weight-500 lb-header__subitem-label" data-nosnippet="true"> Advancing sustainability </span> <span class="lb-font-subnav-description lb-header__subitem-description lb-font-weight-400" data-nosnippet="true"> How we're investing in a carbon-free future </span> </a> </li> </ul> </button> <button class="lb-header__nav-item-wrapper"> <a class="lb-header-js-nav-item lb-header__nav-item" id="menuitem-5" aria-haspopup="menu" aria-label="Resources menupopup" tabindex="0" data-nosnippet="true" aria-controls="subnav-resources" role="menuitem"> 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type="submit"> <svg class="lb-header__search-icon" xmlns="http://www.w3.org/2000/svg" viewbox="0 0 24 24"><path d="M0 0h24v24H0z" fill="none"/><path d="M19 6.41L17.59 5 12 10.59 6.41 5 5 6.41 10.59 12 5 17.59 6.41 19 12 13.41 17.59 19 19 17.59 13.41 12z"/></svg> </button> </form> </div> <div class="lb-header__search-overlay lb-header-js-search-toggle"></div> </div> </div> </div> </header> <main class="ytr-main ytr-youtubes-culture-trends-site" id="content"> <section class="ytr-section"> <div class="lb-padding-top-s lb-padding-bottom-s ytr-hero"> <div class="ytr-section__window"> <div class="lb-grid lb-grid--image-left"> <div class="lb-grid__cell lb-grid__cell--offset-5-span-7 lb-grid__cell--sm-span-12 ytr-flex-col ytr-flex-col--vert-center ytr-hero__details"> <small class="ytr-eyebrow lb-margin-bottom-l ytr-hero__eyebrow"> <span class="lb-font-weight-600 lb-font-eyebrow ytr-eyebrow__text"> Progress and impact </span> <img class="ytr-eyebrow__underline" src="/web/20230310002105im_/https://www.youtube.com/howyoutubeworks/static/images/eyebrow-underline.png" role="presentation"> </small> <h1> <span class="lb-font-weight-600 lb-font-gamma-headline"> Culture and trends </span> </h1> <div class="lb-font-body"> <p class="md md-p">YouTube’s Culture & Trends site is intended as a public repository for useful data, explanations of current trends, and accurate records that help you better understand the next generation of Creators and artists. You’ll find some key examples of our work below. For more, <a class="md md-a" href="http://web.archive.org/web/20230310002105/https://youtube.com/trends/" rel="noopener" target="_blank">visit the Culture & Trends site</a>.</p> </div> </div> <div class="lb-grid__cell lb-grid__cell--span-4 lb-grid__cell--sm-span-12 ytr-flex-col ytr-flex-col--vert-center ytr-hero__image-wrapper"> <img class="ytr-hero__image" src="http://web.archive.org/web/20230310002105im_/https://lh3.googleusercontent.com/Tp_RQq_veng7ZX-lOmd5U52JL6i-2PjX7_4b2m0edOFnmLsrYKVFT-mGUBDTk2e0XgR8LSzcHo0OXt2JShtdbeTyTNqv15RPvBlCb54=v3-s20-fblur=1,20" srcset="http://web.archive.org/web/20230310002105im_/https://lh3.googleusercontent.com/Tp_RQq_veng7ZX-lOmd5U52JL6i-2PjX7_4b2m0edOFnmLsrYKVFT-mGUBDTk2e0XgR8LSzcHo0OXt2JShtdbeTyTNqv15RPvBlCb54=v1-s682 682w, http://web.archive.org/web/20230310002105im_/https://lh3.googleusercontent.com/Tp_RQq_veng7ZX-lOmd5U52JL6i-2PjX7_4b2m0edOFnmLsrYKVFT-mGUBDTk2e0XgR8LSzcHo0OXt2JShtdbeTyTNqv15RPvBlCb54=v1-s1024 1024w, http://web.archive.org/web/20230310002105im_/https://lh3.googleusercontent.com/Tp_RQq_veng7ZX-lOmd5U52JL6i-2PjX7_4b2m0edOFnmLsrYKVFT-mGUBDTk2e0XgR8LSzcHo0OXt2JShtdbeTyTNqv15RPvBlCb54=v0-s2048 2048w" alt="Culture and trends" aria-hidden="false"> </div> </div> </div> </div> </section> <section class="ytr-section ytr-section--article" data-lb-auto-init="ArticlePage"> <div class="ytr-section__window"> <div class="lb-grid ytr-article"> <div class="lb-grid__cell lb-grid__cell--md-span-12 lb-grid__cell--lg-span-4"> <ul class="ytr-article__tabs ytr-js-tabs"> <li class="ytr-article__tabs-tab-wrapper"> <a href="#deep-dives" class="lb-font-body lb-font--no-crop lb-font-color-grey5 ytr-article__tabs-tab ytr-js-tab"> Deep dives </a> </li> <li class="ytr-article__tabs-tab-wrapper"> <a href="#spotlights" class="lb-font-body lb-font--no-crop lb-font-color-grey5 ytr-article__tabs-tab ytr-js-tab"> Spotlights </a> </li> <li class="ytr-article__tabs-tab-wrapper"> <a href="#records" class="lb-font-body lb-font--no-crop lb-font-color-grey5 ytr-article__tabs-tab ytr-js-tab"> Records </a> </li> </ul> </div> <div class="lb-grid__cell lb-grid__cell--md-offset-1-span-10 lb-grid__cell--lg-offset-4-span-8 ytr-article__content-wrapper"> <div class="ytr-article__content ytr-js-tabs-content-block lb-hide" id="deep-dives"> <h2 class="md md-h2">Deep dives</h2> <p class="md md-p">Separated by up to thousands of miles but intimately connected by screens that provide windows into each other’s worlds, Creators have invited viewers to take part in their everyday activities through “with me” videos for almost a decade. Despite the uncertainty that came with Covid-19, millions of individuals took to YouTube, reminding us all that we can find our way through, together. </p> <p class="md md-p">We started the #WithMe campaign, to encourage folks to do things at home, together. From learning new skills, finding new ways of teaching and learning, together we’ve found new ways to share the uniquely creative ways we are getting through this time— not just as consumers of video, but as human beings trying to find a way together. See how we bring the data behind this trend to life through visualizations and context.</p> <p class="md md-p" md-node-state="empty"><div class="lb-margin-top-xs lb-font-paragraph ytr-button"> <a class="ytr-link" href="http://web.archive.org/web/20230310002105/https://youtube.com/trends/articles/with-me-interactive/" target="_blank" rel="noreferrer nofollow"> Explore in depth <svg xmlns="http://www.w3.org/2000/svg" viewbox="0 0 24 24" fill="#065fd4"><path d="M0 0h24v24H0z" fill="none"/><path d="M19 19H5V5h7V3H5a2 2 0 00-2 2v14a2 2 0 002 2h14c1.1 0 2-.9 2-2v-7h-2v7zM14 3v2h3.59l-9.83 9.83 1.41 1.41L19 6.41V10h2V3h-7z"/></svg> </a> </div></p> </div> <div class="ytr-article__content ytr-js-tabs-content-block lb-hide" id="spotlights"> <h2 class="md md-h2">Spotlights</h2> <p class="md md-p">Spotlights are an ongoing exploration of the various communities that exist on YouTube. We highlight stories that connect the dots between data points and larger global trends. <a class="md md-a" href="http://web.archive.org/web/20230310002105/https://support.google.com/youtube/answer/7197000?hl=en" rel="noopener" target="_blank">Creator on the Rise</a>, is a global program that highlights emerging channels and exposes us to communities and content formats before they hit the mainstream.</p> <p class="md md-p">In 2020, we launched the YouTube Culture & Trends Report: an interactive, video summary of the present moment in digital entertainment, content, and culture. Examining everything from the emergence of creator culture to new forms of audience behavior, the report offers insight into what's behind the most interesting trends in the past year. And in doing so, it aims to provide some perspective on how to think about this space in the future.</p> <p class="md md-p" md-node-state="empty"><div class="lb-margin-top-xs lb-font-paragraph ytr-button"> <a class="ytr-link" href="http://web.archive.org/web/20230310002105/https://www.youtube.com/trends/report/" target="_blank" rel="noreferrer nofollow"> Explore in depth <svg xmlns="http://www.w3.org/2000/svg" viewbox="0 0 24 24" fill="#065fd4"><path d="M0 0h24v24H0z" fill="none"/><path d="M19 19H5V5h7V3H5a2 2 0 00-2 2v14a2 2 0 002 2h14c1.1 0 2-.9 2-2v-7h-2v7zM14 3v2h3.59l-9.83 9.83 1.41 1.41L19 6.41V10h2V3h-7z"/></svg> </a> </div></p> </div> <div class="ytr-article__content ytr-js-tabs-content-block lb-hide" id="records"> <h2 class="md md-h2">Records</h2> <p class="md md-p">Everybody loves the superlative performers in life, and in the Records section we track the ones that emerge on YouTube. Explore official lists of record-holding videos and channels across our most asked about metrics, like YouTube's biggest music video debuts and the most subscribed to artists of all time.</p> <p class="md md-p" md-node-state="empty"><div class="lb-margin-top-xs lb-font-paragraph ytr-button"> <a class="ytr-link" href="http://web.archive.org/web/20230310002105/https://youtube.com/trends/records/" target="_blank" rel="noreferrer nofollow"> Explore in depth <svg xmlns="http://www.w3.org/2000/svg" viewbox="0 0 24 24" fill="#065fd4"><path d="M0 0h24v24H0z" fill="none"/><path d="M19 19H5V5h7V3H5a2 2 0 00-2 2v14a2 2 0 002 2h14c1.1 0 2-.9 2-2v-7h-2v7zM14 3v2h3.59l-9.83 9.83 1.41 1.41L19 6.41V10h2V3h-7z"/></svg> </a> </div></p> </div> </div> </div> </div> </section> <div class="lb-modal lb-modal--video ytr-video-modal" role="presentation" lb-auto-init="LBModal" lb-options="{'id':'modal-1','autoPlayVideo':true}"> <div class="lb-js-modal-body lb-modal__body" role="dialog" 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