YouTube, from amateur platform to new global TV: prospects for brands and creators
Once upon a time , YouTube was the platform of choice for those who uploaded amateur and entertaining videos. Today, in 2025, YouTube has not only grown but has literally subverted the rules of global entertainment. This is clearly stated in the latest research from Flatmates , a creator marketing agency, which paints a revolutionary picture for marketers: the "Creator Economy" has gone mainstream , and brands themselves have become creators.
The numbers of an unstoppable growthLet's start with the clear and obvious numbers: YouTube currently has 2.7 billion active users every month , with growth that knows no crisis. In the last four years, in fact, the time spent on traditional TV has plummeted, -21% for generalist TV and -39% for pay-TV, while YouTube has seen the time spent on the platform increase by 120% , reaching a record 12.5% of the global TV share in May 2025. Italy is also following suit, with 97% of the population between 18 and 54 regularly using YouTube, making it the leading streaming channel on smart TVs. Among the youngest, in the 18-24 age group, online video consumption has already surpassed that of traditional TV, reaching 59% of viewing time, a figure that drops slightly to 52% in the 25-34 age group.
A new terrain for brandsWhat does this mean for marketers? Alessandro Mininno , Head of Expansion at Flatmates, is clear: “82% of users now perceive YouTube creators as more trustworthy than traditional television. This data has radically changed the strategies of large advertisers.” It's no coincidence that giants like Unilever have decided to allocate up to 50% of their advertising budget directly to creators, an investment doubled compared to the previous two years. The platform has evolved into two main modes of consumption: the so-called lean-in mode, for tutorials, reviews, and in-depth content, and the lean-back mode, a more passive, television-like experience characterized by shorts that run on loop. It's no secret that video podcasts and long-form formats, such as documentaries and narrative productions, now dominate the scene, capturing approximately 400 million hours of viewing per month.
Symbolic cases and emerging formatsA case in point is Mr. Beast , the most iconic creator of YouTube's new era, who spends up to $3.5 million on a single video, generating a 350% increase in weekly app downloads and a 54% increase in in-app spending in the United States. These are numbers that a discerning marketer cannot ignore.
Flatmates identifies clear trends that are redefining production logic, such as video essays , in-depth content with an authorial style capable of generating hundreds of millions of views, and video podcasts , informal talk shows that have supplanted traditional ones with hundreds of millions of hours of viewing per month. Shorts , short clips under sixty seconds, are also gaining global attention with 70 billion daily views and a 50% growth compared to the previous year, while faceless channels , where voice and animation replace the creators' faces, have seen a 6,200% increase in searches in the last five years.
Moving on to content , the most popular formats include home makeovers and restylings , which are transformations of home environments explained step by step, and try-on hauls , videos in which new purchases are shown and tried out, commenting on them with direct opinions. The latter has seen a 138% increase in searches in five years. The hybridization with TV is also emerging strongly: well-known brands like Nickelodeon, Red Bull, and Ulta Beauty are producing original series exclusively for YouTube, marking out a territory once reserved for traditional broadcasters.
The secrets to creating winning trendsHow do successful trends emerge on YouTube ? Flatmates' research identifies three fundamental steps that every creator and brand should embrace. First, identity , or the ability of content to resonate with the audience's values and aspirations. Then, emotion , or the moment when the video generates surprise, empathy, or a desire to participate. Finally, action , the phase in which the user decides to subscribe, comment, purchase, or share. This is the framework for trends, from try-on-hauls to home makeover videos, because they respond to a need for identification and active engagement.
The lesson for marketersIn 2025, YouTube will no longer be a secondary channel, but a central platform for building content and communities. To stay relevant, marketers must learn to play an active role in online culture, going beyond simple sponsorship. In other words, the future is clear: investing in traditional advertising is no longer enough; we must become creators of authentic and participatory content. This is the true shift in perspective needed to compete in the new Creator Economy.
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