YOUTUBE 2025 TRENDS BREAKFAST BRIEFING - OUR TAKEAWAYS FROM THE TAKEOVER.

We recently hosted our first breakfast event of the year - The YouTube 2025 Trends Takeover - with Roya, Head of Culture and Trends at YouTube, who shared insights into what’s shaping audience behaviour on the platform in 2025. Her presentation was followed by a panel discussion featuring Lucy Woodall, Creator Marketing Lead at YouTube, alongside our very own Robbie Spargo, Managing Director, Sport and Graham Swallow, Director of Data, Tech & Product. From the power of fandom to the rise of long-form content, they explored why YouTube remains the ultimate platform for thriving communities and enduring content.

Are you ready? Here are our key takeaways from the event.

YouTube is coming up to its 20 year anniversary, and now it’s more than a social platform, it’s a home for fans of anything and everything. According to research conducted by Roya and her team, 85% of people consider themselves fans of something, and 73% turn to YouTube to indulge that passion. That’s 20% more than any other platform! Whether diving into intricate movie theories or revisiting classic sports highlights, YouTube fosters communities around shared interests, even the most niche ones.

So, what fuels fandom on YouTube?

Fandoms help us understand who we are. Whether it’s supporting your football team or engaging in an in-depth discussion about your favourite show, YouTube provides a space for it all. 

• More than half of viewers prefer creators who explain topics - whether breaking down a cultural moment or dissecting niche interests.
• This trend spans all formats, from bite-sized Shorts to long-form deep dives. For example, the Drake vs Kendrick beef amounted to 40 minutes of content made by them, but hours and hours of content from creators dissecting every moment.

Being part of a fandom can boost our mood. Audiences aren’t just watching, they’re seeking emotional connection and relatability. Comments on creators’ videos often read, “I find this so relaxing to watch” or “This video made me emotional.” showing that watching these videos can serve as a form of self-care.

YouTube isn’t just a solo experience - it’s communal. Even if your interest isn’t shared by your immediate friends, a single search on YouTube will uncover countless videos of others deep-diving into, and appreciating, the same passion. No matter where in the world you are, fandom connects us globally.

• 67% of people feel a sense of camaraderie when watching content with others, whether it’s a reaction to the Wicked trailer or a live-streamed event.
• 78% of Gen Z engage with creator-driven content around fandoms, proving that YouTube is more than just a watch-and-scroll platform - it’s where conversations happen.
  
  

Panel Discussion 

After Roya's presentation, our expert panel explored the blurred lines between traditional entertainment and creator-led content on YouTube and how audience expectations are evolving.

• Premium is subjective - a highly produced TV show can sit alongside a creator-led deep dive, with both holding value depending on the audience.
• Creativity trumps format - whether short-form or long-form, success depends on storytelling. However, for monetisation, long-form content remains king.
• Sports content is evolving - only 25% of sports content on YouTube consists of actual game footage. The rest? Behind-the-scenes access, interviews, and storytelling - all of which strengthen fan connection and, ultimately, fandom.

Long-form Dominance 

The era of the 5-minute YouTube video is long gone, especially with Shorts now reaching up to 3 minutes. Instead, we’re witnessing a rise in long-form content, driven by nostalgia and a desire for deeper engagement.

• YouTube now accounts for 11% of all streaming on connected TVs - more than any other platform.
• Nearly 50% of views on YouTube come from TV screens, indicating a shift towards a more relaxed, lean-back viewing experience.
• Podcasts are booming on YouTube, with Gen Z as the fastest-growing audience, proving they do have an attention span despite the prevailing narrative to the contrary.

Final Thoughts: What’s Next? 

We can’t give away all the top insights we gained, but what’s clear is that as audiences seek explanation, connection, and nostalgia, YouTube continues to dominate as the home of fandom and long-form storytelling. Whether you’re a brand, creator, or publisher, the key to success lies in tapping into these evolving behaviours, offering depth, conversation, and a sense of belonging.

Want more insights? Let’s chat.