YouTube has published an overview of the top trends, creators and songs in the app over the past year, which highlights some of the key cultural shifts, and creator-led movements on the broader web throughout 2024.
And there are some interesting notes.
First off, looking at U.S. trends, the listing provides a snapshot of what drew American user attentions throughout the last 12 months.
There’s no real surprises there, I guess, with the election being the major news event of note. But it is interesting to consider how these other cultural trends impacted broader engagement, and have driven audience attention in the app.
YouTube has highlighted three of these trends more specifically, based on their global appeal:
- Amazing Digital Circus appeared on 8 of 12 of our countries’ trending topics lists
- The Paris 2024 Olympic Games appeared in 10 of our 12 countries’ trending topics lists
- Deadpool & Wolverine appeared in 5 of 12 of our trending topics lists
As per YouTube:
“Creator-driven media franchises like Amazing Digital Circus and Roblox’s Dress to Impress coexist alongside legacy franchises like Deadpool & Wolverine and The Olympics. The pace at which culture evolves is being set online and accelerating at a pace that privileges the digital media properties and franchises that emerge from within. As more of our broadly shared cultural experiences are defined by digital creation and participation, our whole pop culture will be increasingly influenced by global, digital-native franchises and the traditional media franchises capable of channeling the dynamics of digital fandom.”
In other words, YouTube’s influence is growing, along with digital media more broadly, which means that it’s no longer just the major studios and franchises that are driving cultural shifts.
The full report looks at the top trends from 12 different regions including the U.S., India, Mexico, the U.K., MENA, Brazil, Germany, South Korea, Indonesia and Canada.
That provides an even broader snapshot of YouTube’s overall influence, and the things that have resonated with these audiences over the past year.
It’s an interesting track of the year that was, and the major events, and creations, that are shaping engagement.
Some valuable notes, which could help to improve your understanding of what audiences are looking for, both in the app and across the web.
You can download YouTube’s full 2024 year in review report here.