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Mainstream entertainment is no longer broadcast from the top down; it’s built from the ground up by the creators and communities people choose to follow.
We’ll show you how YouTube’s essential role for audiences can power your brand’s growth by exploring the three elements that make it possible: the content audiences choose, the creators they trust, and the incredible scale at which they all come together.
1. The content your audience chooses to build their world around
In this new mainstream, the audience is in control. On YouTube, the content they choose is the content that matters the most — a world powered not by a schedule, but by the passions they share and the voices they follow.
Audiences here aren’t just watching what’s on; they’re choosing to immerse themselves in the stories from creators they love.
And this creator-led content has shifted what people choose to watch:
What this means for your business: When your audience chooses to build their world around this content, your brand has the opportunity to become a welcome part of their culture, not an interruption.
2. The trusted guides your audience turns to
At the heart of this new content universe are creators. They are far more than just entertainers; they are the most trusted guides.
Their deep, authentic relationships are built not on a single viral moment, but from a place of shared identity — forged through consistency, passion, and genuine connection.
This trust is a powerful force.
This trust is evident everywhere on the platform, from intimate “Get Ready With Me” videos, where creators share their personal routines, to detailed product reviews from trusted tech experts.
This deep bond is what makes creators trusted guides for everything from daily entertainment to what people buy, translating into a level of trust that is unmatched.
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What this means for your business: You’re not buying impressions; you’re borrowing influence. By finding the right creators to tap into this deep trust, you can move audiences all the way from discovery to decision. Our Creator Partnerships hub is a powerful resource to begin this journey.
3. The one place where the world comes to watch
This deep, passionate engagement isn’t happening in a niche corner of the internet. It’s happening on the world’s biggest stage, where a massive community of fans comes together to watch what they love on every screen they own.
And nowhere is this shift more evident than on the biggest screen in the house. YouTube’s biggest stars are now using the living room as their stage.
The data is undeniable: for more than half of YouTube’s top 100 most-watched channels, the TV is their most-watched screen. This represents a shift in viewing — a move toward deep, chosen engagement.
And with viewers, on average, watching over 1 billion hours of YouTube content on the big screen daily, it’s happening at an incredible scale.
What this means for your business: This massive, multi-screen audience gives you the opportunity to connect across the entire customer journey. From scrolling on Shorts to streaming on their TV, you can reach audiences in all the ways they choose to watch.
The story is clear. The unique combination of essential content, trusted creators, and passionate fans at scale creates an ecosystem that is deeply woven into the lives of your audience.
This is why being essential to people makes YouTube essential to your business. This is where you can tap into authentic connections to drive proven performance.
There’s Only One YouTube.
