YouTube Culture & Trends: What Captivates the World?

In just two decades, YouTube has grown into a content platform with global dominance. Today, the video-sharing giant boasts over 100 million paying subscribers and is projected to reach nearly 3 billion users by 2025. Over 500 hours of video are uploaded to the platform every minute, and increasingly, viewers are watching YouTube on their TVs - totaling nearly 1 billion hours watched per day worldwide.

With numbers like these, what does YouTube really know about us - our habits, preferences, and behaviors? We’ve invited Julia Errens, Manager of Culture and Trends at YouTube, whose work focuses on understanding audience behavior, identifying key shifts in media consumption, and offering strategic guidance on how to respond to these changes.

In this session, Julia will share front-line insights into evolving media formats and how emerging trends among creators are shaping YouTube. Most importantly, she’ll explore what these shifts could mean for the Nordic media landscape.