Why YouTube’s explosive growth matters for marketers and PR professionals

A new Ofcom report confirms that YouTube is now the second most‑watched video service in the UK, trailing only the BBC and ahead of ITV and Netflix.

Viewers spent an average of 39 minutes per day on YouTube in 2024 – its share of total viewing is 14%, compared with ITV’s 12% and Netflix’s 8%. Crucially, the platform has become the first port of call for generation Alpha and Gen Z, with one in five children aged four to 15 turning to YouTube first when they switch on their TV.

These shifts stem from a broader move toward decentralised media, where creator‑led content shakes off the gatekeeping of traditional broadcasters. YouTube has emerged as the epicenter of this economy, offering direct access to audiences, robust monetisation, and an intimate creator‑audience bond.

What’s driving YouTube’s meteoric rise?

Massive reach and usage: Worldwide, YouTube has around 2.7 billion monthly active users in mid‑2025, up from 2.68 billion in 2023. With over one  billion hours watched every day, users stay on the platform for an average of 19 minutes per visit and brands enjoy weekly ad visibility in front of 2.53 billion users.

Short‑form content dominance: YouTube Shorts now generate 70 billion daily views, and creators are prioritising Shorts uploads even over regular video formats. These bite‑size clips boost viewership and discovery.

Demographic diversification: Although growth initially drove by younger users, viewing among over‑55s nearly doubled from around six  minutes to 11 minutes a day in 2024. YouTube now serves as a mainstream “TV channel” for audiences across all generations.

Ad revenue flowing: YouTube’s ad revenue reached US $36.1 billion in 2024, a 14.6% increase year over year. And, for the first time in 2025, creator‑generated ad revenue across platforms is expected to surpass traditional media, growing 20% and projected to hit $376 billion by 2030.

What does YouTube offer young creators that traditional broadcasters don’t?

Democratised access: Anyone with a camera and story can build an audience and monetise content – no broadcast license needed. Creators enjoy favourable revenue splits and near-instant feedback via comments and community engagement.

Direct emotional connection: Subscribers feel personally engaged with creators in a way that linear broadcast cannot match. That intimacy translates into stronger brand resonance when PR and marketing align with creator voices.

Deeper, more personal engagement than traditional broadcasting

Subscribers aren’t passive viewers, they’re part of a community. This creates stronger loyalty, advocacy, and authenticity. Brands can harness that by integrating into the creator’s own narrative rather than interrupting it with external messaging.

Where micro‑cultures and niches challenge public service broadcasting

YouTube thrives on global subcultures and niche genres, attracting younger viewers far more than national‑identity broadcasting. Ofcom notes that public service broadcasters (PSBs) are struggling to justify their traditional roles as younger audiences prioritise global or creator‑led content over collective national experiences.

Public broadcasting must now fight for relevance by increasing digital ambition and partnerships with platforms like YouTube, while ensuring content discoverability on fair terms.

Implications for marketers and PR

YouTube is now Critical in any integrated strategy

Reach audiences across age groups, from Gen Alpha to baby boomers, where they spend meaningful time every day.

Digital video is search – more consumers go to YouTube to learn, research, discover products, or follow trends. Optimise for search with SEO‑friendly titles, tags, descriptions, and transcripts.

Creator partnerships are higher value than ever

Collaborations with creators drive trust, relatability, and engagement. 98% of users trust YouTube creators more than other platforms.

PR can activate brand collaborations, sponsored storytelling, guest content, and co‑created mini‑series that mesh naturally with creators’ audiences.

Content format matters

Short‑form is excellent for discovery and reach, but longer content (seven to 15 minutes) remains key for deeper storytelling, audience retention, and narrative.

Half of trending YouTube videos now resemble TV formats – game shows, long‑form interviews, documentaries – with high production value and strong storytelling.

Advertising effectiveness

YouTube ads reach over 2.5 billion users globally with intent‑based targeting.

Nearly 87% of viewers report buying after seeing a brand on YouTube.

Ads that align with content themes and creators’ tone outperform generic pre‑rolls.

How to Measure YouTube

Use watch‑time, retention, click‑through rates, sales lift, and brand lift studies. Embeddable CTA cards and links help attribute performance.

Action plan for marketers and PR teams

The Ofcom findings are unmistakable: YouTube isn’t just another channel, it is a mainstream media service rivaling traditional broadcasters across demographics. 

For marketers and PR professionals, this represents an opportunity: to pivot investment, storytelling, and strategic partnership toward a platform where audiences are engaged, global, and highly receptive.

Creators offer authenticity and dialogue. Shorts provide reach and discovery. Traditional formats now live organically on a platform built for personal connection and global distribution. 

Brands that double down on creator‑led storytelling on YouTube, measure their performance intelligently, and align with the evolving media ecosystem will be best placed to thrive.

If you need to understand how YouTube or creator-centric video can boost your marketing or PR, drop me a line growth@makehoney.com.