The Future of YouTube (Do This Before 2026)

Brief Summary

This episode of the Think Media Podcast discusses key takeaways from YouTube's culture and trends report, providing insights for creators aiming to grow in 2026. It emphasizes the shift from social to interest media, the importance of authenticity, and the growing potential of YouTube as a central hub for global entertainment and a viable business platform.

• YouTube is the center of global entertainment, surpassing traditional media.
• Interest-based content is more critical than subscriber count for discoverability.
• A barbell strategy of combining short and long-form content is effective.
• Authenticity and personal storytelling are essential for connecting with viewers.
• YouTube is a platform with massive payout potential for creators.

New YouTube report revealed

YouTube has released a report highlighting the platform's future trends, emphasizing its importance for businesses and creators. The report suggests that a company's YouTube channel could surpass its website in importance within the next 5 to 10 years. Key points include the declining importance of subscribers, the rise of viral content, and the need for specificity in content creation. The videos are getting shorter and longer.

1) YouTube is now the centre of global entertainment

YouTube is defining global entertainment, leading in streaming watch time across various devices, capturing more attention than Netflix and traditional TV. Over 1 billion hours of YouTube content are watched daily, with 2.5 to 2.9 billion monthly active users. Creators should treat YouTube as their digital headquarters, building it for search, discovery, scale, and longevity, recognizing its compounding effect over time, unlike other social media platforms.

2) Interest & Subscribers discovery has shifted

The way people discover videos on YouTube has changed, shifting from social media to interest media, where shared special interests drive viewership. Creators and audiences engage in conversation through content, with viewers drawn to creators who explore and expand on their interests. The YouTube algorithm recommends videos based on viewers' watch history, engagement, and topical relevance, rather than subscriptions. Creators should focus on specificity, tapping into trends, and addressing specific pain points or passions to reach and resonate with their audience.

3) The barbell strategy: Go long & short

The videos are getting shorter and longer. YouTube's report suggests employing a barbell strategy by creating both micro content (YouTube Shorts) for reach and deep content for retention. YouTube Shorts average over 200 billion daily views, marking a significant opportunity. Long-form content also remains vital for deep connection and monetization. Creators should strategically combine both formats, considering their goals, time, and preferences, and develop a clear YouTube plan to maximize their efforts.

4) Authenticity still wins: The intimacy effect

Viewers are drawn to intimacy, vulnerability, and authenticity, with relatable, real-life storytelling outperforming polished studio content. Creators should incorporate personal stories and points of view into their content to avoid being replaced by AI-generated information. Process videos and behind-the-scenes content are also effective ways to connect with audiences. Creators should focus on increasing intimacy, vulnerability, and authenticity in their videos to build a stronger personal brand.

5) TV viewership is exploding on YouTube

More people are watching YouTube on TV, similar to Netflix, often multitasking with friends and family. YouTube has dominated TV watch time since early 2023. Creators should consider making longer, more developed content, such as shows, podcasts, documentaries, and video essays, designed for lean-back viewing. Repurposing videos into TV-friendly playlists or compilations and building a weekly show can also enhance viewership. Creators should also pay attention to visual flow and user interface trends to optimize the viewing experience.

: 6) Massive payout potential

The YouTube Partner Program paid out over $70 billion to creators from 2021 to 2023. YouTube is a financially viable business, supporting both massive and microniche creators through various monetization methods, including ads, shopping, channel memberships, and more. Creators should focus on creating quality content and getting monetized as soon as possible, while also diversifying their income streams.

7) Podcasts & hybrid formats are growing

YouTube has over 1 billion monthly active podcast users. Viewers use YouTube like Spotify, watching and listening passively. Creators should start a video podcast, even with solo episodes, and optimize it for both YouTube and audio platforms like Apple and Spotify. Video podcasts allow for clipping into shorts and offer a simple way to implement the barbell strategy. Optimize for audio consumption to ensure a seamless experience for listeners.

8) From creator to founder: Your channel is a seed

Content, community, and commerce are the formula for success. Start with great content, build a community, and then form a company or create commerce opportunities. YouTube is an incubator for testing ideas and building a future. Start small, but don't think small; respect your beginnings and view yourself as a founder in disguise. Turn pro, act like a media company from day one, and remember that your next video matters.