Progress and impact

Culture and trends

YouTube’s Culture & Trends site is intended as a public repository for useful data, explanations of current trends, and accurate records that help you better understand the next generation of Creators and artists. You’ll find some key examples of our work below. For more, visit the Culture & Trends site.

Culture and trends

Deep dives

Separated by up to thousands of miles but intimately connected by screens that provide windows into each other’s worlds, Creators have invited viewers to take part in their everyday activities through “with me” videos for almost a decade. Despite the uncertainty that came with Covid-19, millions of individuals took to YouTube, reminding us all that we can find our way through, together.

We started the #WithMe campaign, to encourage folks to do things at home, together. From learning new skills, finding new ways of teaching and learning, together we’ve found new ways to share our uniquely creative ways we are getting through 2020— not just as consumers of video, but as human beings trying to find a way together. See how we bring the data behind this trend to life through visualizations and context.


Spotlights are an ongoing exploration of the various communities that exist on YouTube. We highlight stories that connect the dots between data points and larger global trends. Creator on the Rise, is a global program that highlights emerging channels and exposes us to communities and content formats before they hit the mainstream.

In 2019, Creator on the Rise surfaced a number of creators from one industry in particular: farming! When we dug into the data, we found that this phenomenon — one we’ve come to refer to as FarmTube — was not limited to Creator on the Rise: It saw massive growth across YouTube. While farmers on YouTube work with different products, call different countries home, and have different levels of experience, they tend to have a similar goal: To help those of us who did not grow up on or around farms better understand where our food is coming, the day-to-day challenges they face and confronting stereotypes about their industry head-on.


Everybody loves the superlative performers in life, and in the Records section we track the ones that emerge on YouTube. Explore official lists of record-holding videos and channels across our most asked about metrics, like YouTube's biggest music video debuts and the most subscribed to artists of all time.