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Cultural moments have evolved far beyond a singular event to encompass an entire ecosystem of “surround sound” — online reactions, live-stream chats, behind-the-scenes content, fan remixes, and much more.
YouTube is at the heart of this shift. From headline moments to emerging trends, it’s where the world’s biggest stories unfold, and where creators, viewers, and brands come together to shape culture as it happens. YouTube is also fundamentally reshaping how people watch, connect, and engage, as audiences increasingly tune in across screens of every size. In the U.S., TV has overtaken mobile as the primary device for YouTube viewing by watch time. And globally, more people are turning to YouTube for shared, immersive experiences.
For marketers, YouTube isn’t just a place to show up. It’s an engine for cultural momentum, where attention is earned, relevance is built, and brand impact unfolds in the moment.
Coachella: A cultural moment redefined for the digital age
For over a decade, YouTube has made it possible for millions of people to immerse themselves in the magic of the Coachella Valley Arts and Music Festival, across screens of all sizes, from wherever they are in the world. In 2024, more than half of the live-stream views came from outside the United States,1 as fans across continents tuned in to celebrate music’s biggest names and take part in the action as it unfolded.
Coachella’s live stream is only part of the experience. Leading up to the festival last year, there were over 600 million views on creator-led videos about Coachella, including vlogs, get-ready-with-me videos, and more.2 This year, YouTube viewers have new ways to dive deeper into Coachella with offerings like Watch With and Lifestyle live streams, which give fans even more access to the festival through creators.
Creators are also shaping the moment long before the opening act. Take Amelia Dimoldenberg’s Chicken Shop Date with Blackpink’s Jennie, weeks ahead of her Coachella performance. More than just a celebrity interview, it’s an intimate, creator-driven moment that blends fandom, humor, and music culture.
YouTube creator Amelia Dimoldenberg goes on a Chicken Shop Date with Jennie from Blackpink, where they talk about pets, their favorite British foods, and what celebrity would make them starstruck.
The stories continue to unfold, even after the two-weekend festival concludes, thanks to creators and communities who keep Coachella’s spirit alive year-round on YouTube. For marketers, this offers an always-on opportunity.
Meeting the moment
Since YouTube culture is expansive — spanning music, fashion, sport, gaming, tech, and more — there are countless ways to show up and be part of a conversation and experience that resonates with audiences. The right approach can build powerful, lasting connections.
So how can brands meet the moment?
Discover Financial Services did so by tapping into concert culture and aligning its debit card campaign with key music moments. During Outside Lands, an annual festival in San Francisco, Discover leveraged YouTube’s Spotlight sponsorship to own a high share of voice on popular content surrounding the festival, including creator vlogs, fan reactions, festival fashion, and artist interviews. They also leveraged First Position to secure the first ad spot during a viewer’s on-demand watch session.
Being front and center struck a chord. Discover saw a significant lift in message association with its tagline, “A debit card with cash back,” and an 11.8% boost in association with music moments among viewers who saw the ad three or more times, proving the power of showing up early, often, and in the right context.
IHG Hotels & Resorts met the moment by leaning on major sporting events that appeal to luxury travelers. Based on audience insights, the company combined a Formula One Takeover and YouTube Select NFL Lineup with First Position to feature its luxury properties on content it knew would resonate. This approach delivered unique reach over linear TV, as well as lifts in awareness and search interest for IHG brands.
According to Chris Copp, VP of paid media at IHG, “YouTube is a prime destination for viewers during popular moments. Takeovers unlock more opportunities to easily align our brand to the culturally relevant content that viewers love.”
How to tap into YouTube’s epicenter of culture
YouTube’s scale, creator community, and audience diversity give marketers a powerful edge when showing up in cultural moments. Here are three ways to make it count:
- Tap into the cultural conversation with Insights Finder. Navigating the content flood around cultural moments can be challenging. Insights Finder empowers brands by analyzing YouTube’s vast library to identify which content and creators are popular with their target audiences. Brands can use that information to discover creators, messaging, and audience strategy — all with a privacy-first approach.
- Own the moment with Spotlight and First Position. Spotlight is a sponsorship that gives brands high share of voice on relevant YouTube videos trending during the world’s largest events. Brands can amplify their impact with First Position to secure the first ad spot when viewers are most engaged.
- Activate with YouTube Select and Takeovers. With YouTube Select, brands can align with the top creators, most popular content, biggest cultural moments on YouTube, and build even deeper brand association with 100% share of voice Takeovers.
Where culture begins, and where brands belong
Culture doesn’t wait, and neither should you. YouTube is where the world watches, creates, and connects in real time. It’s not just a platform; it’s the pulse of what’s now and what’s next. If your brand isn’t part of the moment, it’s missing out. So show up, stand out, and shape the story before it moves on — or, better yet, become a part of it.
