give everyone a voice

and show them the world

YOUTUBE: THE NEW TRENDS: THE
MAIN STREAM IN EVOLUTION OF
ROMANIA WHAT’S POPULAR
 SECTION ONE

YOUTUBE IS THE
MAIN STREAM
YOUTUBE REACHES MORE
THAN 11M ADULTS MONTHLY
IN ROMANIA

Google Confidential & Proprietary

YOUTUBE REACHES MORE
THAN 11M ADULTS MONTHLY
IN ROMANIA

YouTube Internal Data, June 2022

Google Confidential & Proprietary

YOUTUBE IS THE #1 VIDEO SERVICE
IN ROMANIA RESPONDENTS WOULD
MISS THE MOST IF IT WAS NO
LONGER AVAILABLE
IPSOS Study, June, 2022

Google Confidential & Proprietary

VIEWERS IN ROMANIA AGREE THAT YOUTUBE
HAS THE MOST DIVERSE CONTENT, AND IS
THE #1 PLACE TO GO DEEP WITH THAT THEY
LOVE

IPSOS Study, June, 2022

Google Confidential & Proprietary

85% OF VIEWERS IN
ROMANIA AGREE THAT
YOUTUBE HELPS THEM
DECIDE WHAT TO PURCHASE
IPSOS Study, June, 2022

Google Confidential & Proprietary

Over 1,300 channels have more than 100K subscribers

Over 110 channels have more than 1M subscribers

YouTube Internal Data, 2021

Google Confidential & Proprietary

Over 1,300 channels have more than 100K subscribers

Over 110 channels have more than 1M subscribers

YouTube Internal Data, 2021

Google Confidential & Proprietary

Over 1,300 channels have more than 100K subscribers

Over 110 channels have more than 1M subscribers

YouTube Internal Data, 2021

Google Confidential & Proprietary

 SECTION TWO

POP CULTURE GOT EVEN

MORE PERSONAL
We are experiencing an
Pop culture is no
longer uniform —
it’s fragmented
and individualised The majority of people agree that
they watch content that no one
they know personally is
interested in, especially younger
demos.
THE EVOLUTION OF POP CULTURE
=
PERSONAL RELEVANCE
x
DEPTH OF EXPERIENCE
are driving this shift on YouTube
Communities are
increasingly influential
in shaping creativity and
cultural conversation
Big Jet TV
One of today’s most
powerful forms of
community is fandom
Sometimes digital video
communities show up
in the real world
Dom whiting
The past five years
have seen the rise of
the professional fan
MKB, The Needle Drop
Conversations about culture have
become culture
 Creators and viewers are
THE LENS THROUGH
WHICH WE UNDERSTAND
POP CULTURE
Trending concepts have become
more fractured and spread across
formats and content types
Memes are now the basic
building blocks of culture
We see more
and more
brands
participating
in memes
Cultural phenomena flow
between short form and
long form on YouTube
My money don’t jiggle jiggle
Viewers are using short-form video
apps to discover things that they
then watch longer versions of
YouTube is seeing a boom in
“hybrid creators”
Gaming engines have
become production
environments for
broader entertainment
 Trends are born from
CREATIVITY THAT IS NOT
RESTRICTED TO ANY ONE
DIGITAL VIDEO FORMAT
Users are producing and consuming
content that meets their psychological
and emotional needs
Highly aesthetic "vibe"
content can transport
viewers to other times or
places
Wildlife live streams have
become viral sensations
For many, they come to
YouTube
to watch soothing content
that helps them relax
Minnie Small
Viewers often find themselves returning to
creators or content that feels comforting
Nostalgia is a growing trend,
especially among Gen Z audiences
 YouTube is allowing viewers
and creators to
SHAPE ENTERTAINMENT
ACCORDING TO WHAT THEY
NEED FROM IT
of people agree that they use
YouTube because it serves them
with content that’s personally
relevant to them
 The depth and personalisation offered by
today’s video technologies are evolving pop
culture in front of our eyes
 Fragmented pop culture can seem
scary, but there are knowable themes
1. Work with digital communities
2. Spread across format types
3. Respond to audience needs