Major new report shows how YouTube is rewriting the rules of culture

As TikTok struggles with government control and Instagram struggles to define its identity, YouTube quietly continues to solidify its position as the undisputed titan of digital content creation in 2024. Global Culture and Trends Report reveals a continuing evolution in how culture is created and consumed, with YouTube creators not only participating in cultural conversations, but actively shaping them. From independent hosts attracting the attention of Netflix to video podcasters hosting presidential candidates, YouTube has transcended its role as simply a video platform to become the primary architect of modern digital culture.

ForbesThe Business Model Behind Rising Social Media StarsBy Ian Berger

The rise of digitally native franchises

Perhaps the report’s most striking revelation is the emergence of what YouTube calls “digital franchises.” These are properties from creators and online communities, which have a cultural significance that rivals traditional media. The report highlights Amazing Digital Circus as a prime example, which appeared on the hot topic lists of 8 of 12 countries despite releasing only three episodes throughout the year.

“Our core shared experiences and cultural touchstones are now powered by creator-created franchises and properties embraced by online communities,” the report notes. This shift represents a fundamental shift in the way cultural phenomena emerge and spread in the digital age.

The power of fan communities

What sets YouTube apart is its ability to transform passive viewers into active participants in cultural creation. The Amazing Digital Circus phenomenon demonstrates this perfectly: the series has generated more than 25 billion views of associated content, not counting the original episodes themselves. This dramatic commitment even caught the attention of Netflix, leading to a same-day licensing deal for the episodes.

Games: much more than just playing

The platform has also become the leading destination for gaming content, but with a twist. Games are no longer just games: they serve as launching pads for larger cultural phenomena. Take Roblox’s Dress to Impress, which has garnered over 4 billion gaming video views with variations of its title in 2024. The experience transcended its gaming origins, inspiring “IRL competitions, beauty routines, and fan art.”

ForbesHow one of YouTube’s biggest creative companies is reinventing itselfBy Ian Berger

Global reach, local impact

YouTube’s influence extends far beyond the Western world. In India, for example, the platform has become a crucial space for cultural exchange and the growth of creators. The report highlights that “Indian creators and pop culture fans are open to inspiration from anywhere and everywhere, and this shift is helping shape a vibrant and interconnected digital culture on YouTube.”

The evolution of traditional media consumption

Even traditional media events are being transformed through the lens of YouTube. The Paris 2024 Olympic Games, appearing in 10 of 12 country hot topics lists, found new life through creator interpretations and fan engagement. In Mexico alone, Olympic coverage generated “more than 360 million views” during the Games, thanks to innovative approaches to content delivery, including “up to 32 simultaneous live broadcasts.”

The rise of video podcasts

In 2024, YouTube has also consolidated its position as the go-to platform for video podcasts, which are increasingly becoming the primary sources of information and cultural discourse. The report highlights that even presidential candidates are choosing YouTube podcasts over traditional interviews, recognizing the platform’s unique ability to connect with specific audiences in a more authentic way.

ForbesWhy Big Retailers Are Betting Big on This YouTuber’s Drink BrandBy Ian Berger

Creating the culture of tomorrow

What makes YouTube’s dominance particularly remarkable is the way it is reshaping the very nature of cultural creation. As the report concludes, “Internet culture is culture, and culture is Internet culture.” This symbiotic relationship between the online and offline worlds has positioned YouTube not only as a content platform, but also as the primary arena where global culture is shaped and shared.

The success of the platform in 2024 is not just about the number of viewers or the income of creators: it is also about fundamentally changing the way culture is created, consumed and shared in the digital age. From independent animation that has become a global phenomenon to traditional sports that find new life through creators’ interpretations, YouTube has become the central hub where tomorrow’s cultural references are formed today.

For creators, brands and cultural institutions looking to make an impact in 2025 and beyond, the message is clear: YouTube is not just another platform, it’s the place where culture happens .