YouTube kicks off its 20th anniversary celebrations at YouTube Features.

For two decades, YouTube has been the place where culture happens.

What began in 2005 with a 19-second video called “Me at the Zoo” has grown into the place billions of people turn to for the conversations, content and creators that matter most to them.

This September, YouTube Canada celebrated that evolution at its annual YouTube Features event, bringing together creators, advertisers and industry leaders to reflect on the past 20 years, and to look ahead to the next era of culture and entertainment on YouTube.

But it was more than a retrospective. It was a reminder of how much the platform has grown and how indispensable it has become for marketers looking to reach deeply engaged audiences.

At YouTube Features, Sabrina Geremia reminds brands why YouTube is indispensable.

“YouTube is where culture takes hold,” says Sabrina Geremia, VP and Country Managing Director for Google Canada. “There’s a reason Taylor Swift came to YouTube to announce her new album on the New Heights podcast, reaching 13 million views in the first 24 hours.” This underscores that from podcasts to sports, this is undoubtedly the place to reach Canada’s fandoms, from big to niche.

Today, the platform has indeed become the epicenter of culture. Every day, people around the world are collectively watching more than 1 billion hours on average of YouTube content on their TVs.

One driver is podcasts, like Diary of a CEO, New Heights or the Jay Shetty Podcast. Once niche, they are now mainstream on YouTube, making it the most listened-to podcast platform in Canada.

Where sports fandom comes to life 

YouTube’s cultural scale is also clearly visible when it comes to sports. “YouTube is where sports fandom comes to life because how fans engage with sports has changed,” Geremia says.

At YouTube Features, William Nylander shows how athletes are embracing the creator economy.

In fact, three-quarters of Canadian sports fans say they watch everything around the game – replays, behind-the-scenes footage, tips, tricks and player lifestyle – making YouTube the number one platform for sports fandom in Canada.

It’s one of the reasons why Maple Leaf Sports and Entertainment is now expanding its YouTube presence across team channels, working with athletes to create content designed for the platform – from behind-the-scenes access to interactive fan experiences and creator collaborations – giving fans more ways to connect and brands more ways to engage.

The world’s biggest athletes are also getting in on the game, seeing the power of YouTube to connect with fans. At this year’s YouTube Features event, Toronto Maple Leaf star forward William Nylander announced the launch of his own channel, joining a growing roster of athletes turning to YouTube as creators.

Looking ahead, YouTube will also bring fans closer to the action through a new partnership with the Northern Super League, Canada’s first professional women’s soccer league. Beginning in 2026, select matches will stream live on YouTube, giving fans across the country direct access to the league’s inaugural season.

Supporting the thriving creator economy

Creators are the ones driving YouTube’s consistent success. In the early years, a single viral video could spark a cultural moment. Today, creators are the new Hollywood and operate more like full-scale media studios. They employ writers, editors and production teams, and their work rivals traditional media in both quality and reach.

Consider Ryan Trahan, who has built an audience of more than 21 million subscribers. Trahan spoke at this year’s event about how YouTube has been both a launchpad and a career-defining home, made possible by the platform’s revenue-sharing model.

Ryan Trahan on how YouTube turned a creator’s vision into a full-scale career.

Anyone with a vision can become a creator on YouTube and build a business. In the last four years alone, YouTube has paid out more than $100 billion to creators around the world. According to the YouTube 2024 Impact Report, in Canada, YouTube supports the equivalent of more than 35,000 full-time jobs.

Today, YouTube is the only platform that shares the majority of revenue with creators, helping them build the media companies of the future. That investment fuels a creator economy where audiences are deeply engaged and fandom thrives.

That level of engagement is what continues to make YouTube a vital opportunity for advertisers. What makes the platform unique is how it unites entertainment, sports, music and podcasts in one place. Audiences are not limited by format or screen – they can move seamlessly from Shorts on a phone to long-form content in the living room.

An unparalleled opportunity for brands

For marketers, the message is clear. Culture happens on YouTube – and brands that want to connect with consumers need to be there. That means it’s not just a channel but the place to meet audiences in the moments that matter most.

YouTube Features drew a captivated audience.

It’s easy to see that YouTube’s staying power is not an accident. While fads and formats have come and gone, the platform has adapted to how people consume content. It has embraced short-form, pioneered livestreaming at scale and empowered global stars alongside local voices. The through line is an ability to evolve with audiences while still giving creators the tools they need to build and sustain communities and a career.

“YouTube has changed how we all consume media over the last 20 years, from that first ‘me at the zoo’ video to today. And we’re not slowing down,” Geremia says. “There really is only one YouTube.”