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. Everyday tasks allow connections between creators and viewers as well as between creators themselves. See how we bring the data behind this trend to life through visualizations and context.


The new year is a time when the fitness community - a group of Creators which includes certified fitness professionals, self-trained entrepreneurs, and workout enthusiasts - kicks into high gear, with members inviting their audiences to join them in starting the year on an active note. The channels that make up the fitness community come from all over the world. Among those uploaders that share a country, the majority come from the U.S., followed by Korea, Russia, India, Brazil, the U.K., and Germany. See how we connect the dots between data points and larger trends.


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.