Tag Archives: YouTube

Assessing the Economic, Societal, and Cultural Impact of YouTube in Australia

Every day, YouTube helps Australians learn new skills, start businesses, and enrich their lives. And this felt particularly true in 2020, when Australians turned to YouTube to learn, be entertainment or stay active with at-home fitness classes during the COVID-19 pandemic. 
I personally tuned into a lot of YBS Youngbloods to escape into the Aussie wilderness, I got tips from Self Sufficient Me to upgrade my veggie garden, and I followed Dr Matt & Dr Mike to learn more about COVID-19. 
Now, for the first time, we’re quantifying what happens on YouTube with the effects of the ecosystem in Australia comprehensively examined in a detailed study. The independent consulting firm, Oxford Economics, based in England, with a branch in Sydney, has compiled A Platform for Australian Opportunity: Assessing the Economic, Societal, and Cultural Impact of YouTube in Australia

So, what was the key finding? 
The YouTube creative ecosystem contributed A$608 million to the Australian economy and supported 15,750 full time equivalent jobs in 2020. 

YouTube creators (regardless of whether they are independent creative entrepreneurs*, media companies or the music industry) benefit from income that is generated directly via YouTube, for example, as advertising income or license fees. And we can see that the number of YouTube channels making five figures or more in revenue is up more than 30% year over year. 
In addition, YouTube helps many creators earn income from additional sources - whether that’s generating revenue by promoting a brand on video, or selling more of a product thanks to their YouTube profile. This off-platform income leads to further economic effects: for the creators themselves, across the corresponding Australian supply chains - as creators purchase goods for filming or pay for services like video editing - and, in turn, through expenses by employees. 

What did we learn about YouTube Creators? 
Australian creators are finding opportunities and audiences on YouTube, often leading to new doorways opening away from the platform. The report showed: 
  • 67% of creative entrepreneurs said YouTube has had a positive impact on their professional goals. 
  • 68% of creators agreeing YouTube gives them the opportunity to work in a way that suits their needs. 
  • 50% of creative entrepreneurs indicated YouTube had brought them additional opportunities away from the platform. 
Chloe Ting is just one of our homegrown stars and now one of the biggest fitness YouTube creators in the world. Her channel gained more than 14 million subscribers in 2020 alone, as she inspired a global movement of people staying healthy, connected and uplifted, particularly during COVID-19. Her accessible virtual classes and challenges not only help people move their bodies, but support their mental health by giving them a sense of belonging and a place to feel supported. 

How are businesses using YouTube? 
YouTube has become a significant tool for small and medium sized businesses (SMBs). Through their own channel, targeted adverts or simply from watching YouTube content, businesses use YouTube to grow sales, connect with customers, and become more competitive. 
  • 75% of SMBs who advertise on YouTube agreed that YouTube ads have helped them grow sales. 
  • 63% of SMBs with a YouTube channel agreed their YouTube presence helps customers to find them. 
  • 75% of SMBs agreed or strongly agreed that YouTube is a convenient and cost-effective way of providing staff training. 
  • 68% of users agree YouTube has helped them learn about new career paths. 
When Sanjna Pathania’s morning routine video working for "The Big Four" went viral on YouTube, the former risk management consultant set out to help young Aussies kick start their career by sharing her corporate lifestyle and the lessons she had learned along the way. Now, Success by Sanjna is a one-stop shop for young people to get job-ready, and her strategies and insights are so in-demand, she’s left behind the corporate world and used her channel to launch a professional development consulting service. It’s all part of her mission to support a generation of confident and ambitious goal-chasers. 

Who are our creators? What are they saying? 
Anyone can become a creator - all you need is an idea or a passion. YouTube offers people with different backgrounds, of any age and from all parts of Australia the opportunity to share their voice. Because of this open culture, YouTube has now become a kind of content library. This content not only has the potential to generate a social dialogue and build new communities, but also to drive social change. 
  • 76% of creators agreed that YouTube provides a platform for undiscovered talent that is not being surfaced by traditional media. 
  • 64% of creators who self-identified as a minority agreed that they feel like they have a place to belong as a YouTube creator. 
  • 77% of users agreed that YouTube is home to diverse content. 
Each day, YouTube allows millions of new voices to be heard and stories to be told, and provides a place to belong for people around the world. Feeling alienated and alone when she was diagnosed with autism, Chloé Hayden channelled her emotions into building a YouTube channel that welcomes - and celebrates - diverse Australian voices in a safe and comforting space. Chloé’s channel is a place for people to find safety, share their experiences and offer support to each other. And her 33 thousand subscribers are more than her audience - they’re her inspiration and championing their stories helps the 23-year-old change the mindsets of the wider community and normalise discussions around disabilities. 

Is local culture being exported? 
Australian creators and artists punch above their weight and are receiving local and global recognition. And we’re proud that, whether it’s amplifying local voices like Baker Boy or promoting uniquely Aussie content like Brinkley Davies, YouTube has enabled homegrown talent to access audiences around the world. In fact, the report has shown us: 
97% of music and media companies with a YouTube channel agreed that the platform helps them reach new audiences across the world. 
Over 90% of watch time on content produced by Australian channels came from outside Australia in 2020.

What did we find in terms of “learning”? 
More and more people are coming to YouTube to access information and learn something new, and with over 500 hours of video uploaded every minute, there are constantly new learning opportunities at people’s fingertips. In both private and professional life, YouTube enables Australians to acquire a wide range of skills and knowledge - to save money, gain qualifications or even make a career jump. 
Dr Matt & Dr Mike are one example of creators helping audiences expand their minds. The lecturers unpack the mysteries of science in front of hundreds of thousands of people and democratise education through their fun and easy-to-understand YouTube tutorials. They first created their short videos as extra student resources, but their simple and relatable style soon triggered a world-wide reaction, and the pair are now on a mission to give everyone free access to world-class science and medical education. 
From teachers to parents, to small businesses and students, YouTube is enabling Australian users to acquire a wide range of skills and knowledge. 
  • 70% of teachers who use YouTube agreed that the platform gives students the flexibility to learn at their own pace. 
  • 71% of parents who use YouTube agreed that YouTube (or YouTube Kids for children under 13) makes learning more fun for their children. 
  • 77% of users agree YouTube has helped them supplement their formal education. 
  • 92% of users said they use YouTube to gather information and knowledge. 
These acquired skills and knowledge don’t go to waste. Leo Bailey turned to YouTube tutorials to teach himself how to make a range of different products after buying his first 3D printer. But when he saw a call-out for health-care supplies during COVID-19, the 13-year-old focused his attention towards making essential PPE supplies for hospitals across the state. During the pandemic, Leo made more than 100 masks for health staff and touchless ‘button pushers’ for local residents to use in public spaces to avoid directly touching surfaces. 

To read more about Australian creators and the report findings at yt.be/howyoutubeworks

*The term creative entrepreneur here stands for YouTube creators, regardless of their gender identity, with at least 10,000 subscribers on their largest channel and for creators with fewer subscribers who receive funds directly from YouTube, generate funds from other sources with their YouTube videos and / or permanently employ other people to support their YouTube activities. 

About Oxford Economics: Oxford Economics was founded in 1981 as a joint venture of Oxford University's Business College to provide economic forecasting and models for UK companies and financial institutions planning to expand abroad. Since its inception, the organisation has grown into one of the leading global and independent consulting firms in the world, providing reports, forecasting and analysis tools in over 200 countries, 250 industries and 7,000 cities and regions. 
With headquarters in Oxford, England and regional centers in Frankfurt, London, New York and Singapore, Oxford Economics employs 400 full-time employees, including 250 economists, industry experts and business writers. The highly qualified team offers a wide range of research techniques and has groundbreaking expertise, including in areas such as econometric modeling, scenario framing and impact analyses, but also market surveys, case studies, expert panels and web analyses. 

How this vegan chef is empowering the disability community

Food and cooking have been the backdrop to so many special moments for me — after all, it’s what connected me and my wife when we first met. That made it hard not to smile when seeing videos of Alexis Hillyard, a LGBTQ+ chef with limb difference and the creator behind the YouTube series Stump Kitchen, with her partner and family sharing what she loves: cooking.

Six years ago, Alexis found out she was gluten intolerant and soon became vegan, so she had to learn how to cook for herself. When her partner saw how much fun she was having using her stump in the kitchen, she suggested that Alexis film herself. To learn how to film a video for YouTube, she turned to, well, YouTube. Stump Kitchen was born, becoming not only an award-winning YouTube vegan cooking channel, but also a way for Alexis to reach out to other limb-different people who might also be navigating relationships with their bodies. 

Alexis uses her “stump” (hence the program name) as a cooking tool — using it to mash avocados, juice citrus, and scrape batter-filled bowls to create "gluten-free vegan eats and stumptastic treats." As her program grew, she began featuring local guests who were missing limbs as co-hosts — many of whom she met through the comments section of her videos. She also uses Google Meet to bring people from all over the country into her kitchen to learn to cook. 

For me, the spirit of Pride is about celebrating and recognizing the LGBTQ+ community and its voices, history and continued challenges. Alexis’ channel and teaching sessions connect a broad intersection of people, cultures, and communities — from limb-different youth to LGBTQ+ new parents to aspiring chefs from all walks of life. And to me, that’s something worth sharing and celebrating. 

How this vegan chef is empowering the disability community

Food and cooking have been the backdrop to so many special moments for me — after all, it’s what connected me and my wife when we first met. That made it hard not to smile when seeing videos of Alexis Hillyard, a LGBTQ+ chef with limb difference and the creator behind the YouTube series Stump Kitchen, with her partner and family sharing what she loves: cooking.

Six years ago, Alexis found out she was gluten intolerant and soon became vegan, so she had to learn how to cook for herself. When her partner saw how much fun she was having using her stump in the kitchen, she suggested that Alexis film herself. To learn how to film a video for YouTube, she turned to, well, YouTube. Stump Kitchen was born, becoming not only an award-winning YouTube vegan cooking channel, but also a way for Alexis to reach out to other limb-different people who might also be navigating relationships with their bodies. 

Alexis uses her “stump” (hence the program name) as a cooking tool — using it to mash avocados, juice citrus, and scrape batter-filled bowls to create "gluten-free vegan eats and stumptastic treats." As her program grew, she began featuring local guests who were missing limbs as co-hosts — many of whom she met through the comments section of her videos. She also uses Google Meet to bring people from all over the country into her kitchen to learn to cook. 

For me, the spirit of Pride is about celebrating and recognizing the LGBTQ+ community and its voices, history and continued challenges. Alexis’ channel and teaching sessions connect a broad intersection of people, cultures, and communities — from limb-different youth to LGBTQ+ new parents to aspiring chefs from all walks of life. And to me, that’s something worth sharing and celebrating. 

Video experiments boost creative performance on YouTube

Experimentation should be a critical part of any successful marketing strategy. Relying on proven results is how leading marketers stay agile in dynamic markets, craft more effective campaigns at scale and identify the true impact of their efforts on business results. 

Knowing the outsized impact of creative on driving sales, we’re launching video experiments globally in Google Ads over the next several weeks. These experiments are easy to set up and quick to deliver results you can act on. So whether you’re looking to understand the impact of different video ads on Brand Lift, conversions or CPAs, you too can make more informed decisions that improve your results on YouTube.

Keep up with the pace of change

Given how rapidly our environment and consumer behaviors are evolving, it can be challenging for marketers to stay on top of how their brands can connect with consumers. But it shouldn’t be a challenge to get results and insights to help guide you. Running an experiment on YouTube means starting with a question or a hypothesis and, often in a matter of weeks or even days, understanding approaches that work and, equally importantly, ones that don’t. 

Take Decathlon, for example. The sporting goods retailer was interested in seeing if video creatives customized for key audience segments would be more effective than using a single standard creative. Thanks to video experiments, they were able to learn that the customized approach resonated much more with audiences and drove business impact: they saw 175% more incremental online conversions at a 64% lower cost-per-conversion and boosted return on ad spend (ROAS) by 51%. 

Improve creative and business results

In global studies we ran in 2019 and 2020, advertisers who successfully used video experiments to optimize for lower funnel performance on YouTube saw a 30% lower median cost-per-acquisition from the better performing creative. And those who used video experiments to optimize for upper funnel impact saw a 60% higher ad recall from the better performing creative. (Successful experiments were those with a significant difference in Brand Lift between experiment arms.)

A creative test entails showing two distinctly different video ads to the same audience. You may choose to experiment with different visual language elements like framing, pacing, brightness or text. That’s what India-based life insurance company Aegon Life did. By experimenting with different text overlays, they were able to drive 139% more conversions and 23% lower CPA. 

No matter what you decide to test, you’ll be on your way to consistently improving your video ads through data, not just gut feelings. The ultimate goal of experimenting is not only about boosting a single campaign’s performance, but also about knowing what works for your brand and audience on YouTube more broadly. That’s why insights from experiments are so essential to helping you make video ads that consistently drive better outcomes for your business. 

Here are three easy experiments, all of which borrow from our best practices for video ads, that can help you find your creative sweet spot on YouTube: 

  1. Supersize text. Does making text elements (including logos) bigger drive more brand awareness?

  2. Tighten framing. Does zooming in on important subjects, whether they’re people or products, drive higher consideration?

  3. Make it easy to buy. Does placing the call to action at the beginning of the video drive more conversions than placing it at the end?  

To learn how to set up a successful video experiment, visit the Help Center.

Helping people find credible information as India gets into vaccination overdrive

Even as our country gradually returns to regular work and life, COVID-19 continues to be a reality for many. The commencement of vaccinations is a source of hope, especially with the second phase now underway, potentially targeting 100  million people who can benefit from it.

As the government continues to manage the logistics of the vaccine roll out -- one of the largest in the world -- it has taken proactive steps to provide timely, accurate, and science-based information about the vaccines to the public. This is crucial because instances of misinformation and disinformation about the vaccine,  its need, and it’s efficacy can seriously undermine this public health intervention.

As the government activates the processes involved in implementing these large-scale vaccinations, our teams have been hard at work to surface authoritative and timely information for people asking vaccine-related questions. We have worked with the Ministry of Health & Family Welfare (MoHFW) and the  Bill & Melinda Gates Foundation to amplify this science-based narrative around vaccination drive, and have been working closely with the Rapid Risk Response team at the MoHFW that is tracking misinformation using social media listening tools across region and languages, and countering it with science-based messaging on vaccines and pandemic response overall. 

Shortly after the first phase of vaccinations commenced, to help people find credible information we rolled out knowledge panels in Google Search that show up for queries relating to the COVID vaccine. These panels provide consolidated information such as details on the two vaccines, effectiveness, safety, distribution, side effects, and more, and is available in English and eight Indian languages (Tamil, Telugu, Malayalam, Kannada, Marathi, Gujarati, Bengali, and Hindi). This information is sourced from MoHFW, and provides answers to commonly asked questions, displays real-time statistics around vaccinations completed, and provides links to the MoHFW website for additional local resources.

Search queries on the COVID-19 vaccine display organized information on the subject including top news stories and resources from MoHFW on side effects, where to get it and more.

Our teams also supported the MoHFW in helping optimize their website for mobile viewers by improving the website’s page load times, enabling users to find information swiftly. We also helped localize their various vaccination resource pages into the eight Indian languages listed above.

On YouTube we launched information panels that show up when searching for COVID-related queries and also have a banner on the YouTube homepage, both of which redirect to key vaccine resources on the MoHFW website. We also featured FAQ videos from the MoHFW on the YouTube homepage.

With vaccinations for the vulnerable population having commenced from 1st March in thousands of hospitals across the country, we are also working with the MoHFW and the Bill & Melinda Gates Foundation to accurately surface the information on vaccination centers on Google Search, Maps and Google Assistant, and expect to roll this out in the coming weeks . 

To enable government officials as they make critical decisions during these vaccination rollouts, we also deliver regular Google Trends reports on COVID vaccine queries that reflect interest around the vaccination from month to month across regions.

As COVID-19 continues to challenge our communities, we remain committed to doing all we can to assist the country’s health agencies at this key juncture of the pandemic, where the successful rollout of these large-scale vaccinations can help us collectively turn a corner and see a much-needed return to normalcy.

Posted by the Google India team

A new choice for parents of tweens and teens on YouTube

“We’ve worked closely with YouTube on the complexities of redesigning their global platform to help ensure that the content children consume is diverse, high quality and age-appropriate. Getting this right is challenging – and requires ongoing discussions with global experts. A global platform will always need to keep innovating in response to emerging challenges, so it’s great to see that YouTube has processes in place to ensure that top notch expertise can guide its evolution.” - Prof Amanda Third, Young and Resilient Research Center Western Sydney University

This generation of tweens and teens has grown up online, and it’s where they go to learn, laugh, and connect. Every family has a different approach to how they use technology, access the internet and set digital ground rules. Over the years, we’ve made investments to protect families and kids on YouTube, such as launching a dedicated kids app, better protecting their privacy, restricting features and improving age restrictions. Today, we are announcing a new choice for parents who have decided their tweens and teens are ready to explore YouTube with a supervised account. 

Supervised experiences on YouTube 
From our earliest days, YouTube has been a platform for people over 13, and we’ve always recommended that parents co-watch with their kids if they choose to watch YouTube. In 2015, we created YouTube Kids, a safer destination for kids to explore their interests while providing parental controls. But since then, we’ve heard from parents and older children that tweens and teens have different needs, which weren’t being fully met by our products. As children grow up, they have insatiable curiosity and need to gain independence and find new ways to learn, create, and belong. 
Over the last year, we've worked with parents and experts across the globe in areas related to child safety, child development, and digital literacy to develop a solution for parents of tweens and teens. In the coming months, we’ll launch a new experience in beta for parents to allow their children to access YouTube through a supervised Google Account. This supervised experience will come with content settings and limited features. We’ll start with an early beta for families with kids under the age of consent to test and provide feedback, as we continue to expand and improve the experience. 

Giving parents content options on YouTube 
We know that every parent has a different parenting style and that every child is unique and reaches different developmental stages at different times. That’s why we’ll give parents the ability to choose from 3 different content settings on YouTube. 
  • Explore: For children ready to move on from YouTube Kids and explore content on YouTube, this setting will feature a broad range of videos generally suitable for viewers ages 9+, including vlogs, tutorials, gaming videos, music clips, news, educational content and more. 
  • Explore More: With content generally suitable for viewers ages 13+, this setting will include an even larger set of videos, and also live streams in the same categories as “Explore.” 
  • Most of YouTube: This setting will contain almost all videos on YouTube, except for age-restricted content, and it includes sensitive topics that may only be appropriate for older teens. 

This option was designed for parents who think their children are ready to explore the vast universe of YouTube videos. We will use a mix of user input, machine learning and human review to determine which videos are included. We know that our systems will make mistakes and will continue to evolve over time. 
We recommend parents continue to be involved in guiding and supporting their child’s experience on YouTube. To help parents get started, we’ve developed a guide in partnership with National PTA, Parent Zone and Be Internet Awesome. We’ll also launch an ongoing campaign that features creators discussing themes like bullying and harassment, misinformation, digital well-being and more. 

New features for families 
We understand the importance of striking a balance between empowering tweens and teens to more safely gain independence, while offering parents ways to set controls. In addition to choosing the content setting, parents will be able to manage watch and search history from within their child's account settings. Parents can also use other controls offered by Google’s Family Link, including screen timers. We’ll continue adding new parental controls over time, such as blocking content. 
When a parent grants access to YouTube, their child’s experience will feel much like regular YouTube, but certain features will be disabled to protect younger audiences. For example, we won't serve personalised ads or ads in certain categories. At launch, we'll also disable in-app purchases, as well as creation and comments features. Since self-expression and community are integral parts of YouTube and children's development, over time we'll work with parents and experts to add some of these features through an age-appropriate and parent controlled approach. 

Investing in YouTube Kids 
We’re building this new supervised experience for parents who think their older kids are ready to use YouTube, but we still recommend YouTube Kids for younger kids to watch independently and have a more contained viewing experience. 
With availability in over 80 countries, now over 35 million viewers use YouTube Kids every week. We’ll continue expanding product availability, adding new features, and offering several new parental tools, such as a highly-requested option for parents to select specific videos and channels from the main YouTube platform that they’d like their child to explore on YouTube Kids. 
We know that we have a long journey ahead of us as we design this experience for parents of tweens and teens. Over the long term, we hope this will provide a safer environment for older children to explore their interests, learn new skills, connect with communities that share their passions, while giving parents more ways to support their kids' online experience. 

YouTube achieves MRC brand safety milestone

YouTube’s multi-year commitment to responsibility ensures that we protect our viewers, creators and advertisers from harm. We do this through investments in staffing, technology and policy development. Today, our ongoing commitment has resulted in an important milestone for the advertising industry and YouTube, as we become the first digital platform to receive accreditation for content level brand safety from the Media Rating Council (MRC).

The MRC’s accreditation confirms the effectiveness of YouTube’s robust content level brand safety systems. We received the accreditation following an extensive audit that reviewed the policies that determine which videos can be on YouTube and which are eligible to monetize with advertising, the technology that analyzes the videos uploaded to the platform, and our team of human raters that augment our technology’s automated classifications. 

“YouTube is the first service we’ve accredited against MRC’s Enhanced Content Level Context and Brand Safety Guidelines,” says George W. Ivie, Executive Director and CEO of the MRC. “When we issued those guidelines in 2018, we recognized we had set a high bar for brand safety protection, and YouTube has now met that bar thanks to its years of dedication to brand safety and to the MRC audit process. This ongoing commitment presents a much needed path for other digital platforms and the rest of the industry to follow.”

"This accreditation milestone is testament to YouTube’s sustained commitment and investment to enable brands to advertise in safe environments on their platform. We hope this experience inspires others to do the same, and that progress continues towards a responsible media supply chain,” says Marc S. Pritchard, Chief Brand Officer, Procter & Gamble.

Receiving this accreditation builds upon our commitment to protecting advertisers. We are committed to remaining at least 99% effective at ensuring brand safety of advertising placements on YouTube, in accordance with industry definitions. Whatever challenges lie ahead, we will remain humble and alert, enabling us to be the best possible partner to advertisers while continuing to support a responsible ecosystem.

Note: The accreditation is specific to ads sold through Google Ads, Display & Video 360 (DV360) and YouTube Reserve, including in-stream ads and excluding video discovery, masthead, YouTube Kids and livestream.

Huddle up: Here’s your guide to football’s biggest day

As the returning champs take on the hometown team this Sunday, you may be feeling a bit nostalgic for the days when we could pack into sold out arenas. But don’t worry, some game day traditions live on. We have a few trick plays up our sleeve to help you plan your at-home game day experience.

Say “Hey Google” to get into the football festivities

Google Assistant is prepared to help you brush up on your football facts, help you in the kitchen, share live scores and more. Here are some questions to get you started:

  • “Hey Google, who’s going to win the big game?” 

  • “Hey Google, help me talk like a football fan.”

  • “Hey Google, give me facts about football.” (Spoiler alert: One tip Assistant shares is that no team has ever won the big game three years in a row.)

  • “Hey Google, set a pizza timer” or “Hey Google, set a timer for chicken wings” for game-day themed timers as you cook your favorite grub.

Google TV is game day-ready 

On Sunday, you can tune in on your Chromecast with Google TV or in the Google TV app on Android devices in the U.S. to catch the game. Stream away the day from kick-off to the final play with a subscription to CBS All Access (the game is also available via CBS broadcast and via mobile on the CBS Sports app).

Ready, set, (ads) blitz on YouTube 

AdBlitz is YouTube's annual home for both in-game and digital-only advertisers to showcase their Big Game ads. It’s a one-stop shop for fans to discover and watch their favorite Big Game ads before, during and after the game. You can find ads, teasers, extended cuts and more  at youtube.com/adblitz . The top ads with the most accumulated views by February 15 will be awarded bragging rights for the rest of the year!

Search’s stats sheet

As people prepare for the biggest football game of the year, a few interesting search trends have emerged. For starters, check out these maps showing regional interest in the teams and their quarterbacks:

Most Searched SBLV Teams
Most Searched SBLV Quarterbacks

And it looks like no one wants to fumble during the halftime show; here are the most-searched lyrics from this year’s performing artist: 

  1. Blinding Lights

  2. Save Your Tears

  3. Wicked Games

  4. Heartless

  5. The Hills

Here’s a Search trend that returns time and time again: Search interest for “seven layer dip” spike every year ahead of the game, but that’s not the only popular snack. Check out what each state is cooking up:

Super Bowl LV

That’s all for our pre-game coverage, but if your team is crowned the champion, you’ll want to look them up on Search for a congratulatory surprise! And if you want to stay up to date on the score during the big day, search “Superb owl” on Google (It’s sure to be a hoot.)

The best things about 2020 (no, really!)

2020 will go down in history, for turning out to be the exact opposite of the pithy symmetry it promised. Many vision documents and New Year resolutions had this year down for the achievement of many goals, but this year turned the tables just when we thought we were close. 

The ground beneath us shifted this year - creating a time when we needed one another the most, but ironically, proximity was the one thing we couldn’t have. The YouTube creator community stepped in to answer the questions on all our minds - from haircuts to workouts to crisis cooking ideas to cultivating hobbies from scratch (gardening, anyone?) - helping with much needed catharsis and a sense of being together, even when socially distanced. 

And as we started to come to grips with the tumult, the creator community held out virtual steadying hands. We saw BB Ki Vines use his platform to shine a light on groups who felt the worst economic brunt of the pandemic and donated all the earnings from these videos to charity. There was also Samay Raina, who came up with the inventive ‘Chess for Charity’ and donated all earnings towards the fight against Covid-19. 

Karthik Aryan used his vast platform to spotlight the unsung heroes of the pandemic - frontline workers and first responders, while creators like Sandeep Maheshwari and Prajakta Koli broached the often-overlooked topic of mental health, encouraging their communities towards self-care. 

We also had creators like CA Rachna Phadke, Tanmay Bhat and Dr. Vivek Bindra sharing pragmatic tips for financial prudence and investments for individuals and small businesses to weather the pandemic. 

We celebrated Onam, Ramzan and Diwali on YouTube. We laughed and empathized about online classes and online dating, obsessed over squads in FreeFire and imposters in Among Us and inspired one another into learning to cook Matar Paneer, try our hand at Hyderabadi Biryani and even recreate the classic Dal Tadka in our kitchens. 

It has been a time when platforms like YouTube, and technology more generally, transcended their erstwhile utilitarian or entertaining roles in our lives and became the thread with which we held on to one another - sharing, reaching out, connecting and finding hope. 

We feel privileged to have played a helpful role in this time, purveying entertainment, information and education - but more than anything else, we are privileged to be the canvas for the resilience, kindness and limitless creativity of the YouTube community. 

As we look forward with hope, here are the year’s Top Trending Videos, Top Music Videos, Top Creators and Top Breakout Creators.

Top Trending Videos:

  1. CarryMinati - Stop Making Assumptions | YouTube vs Tik Tok: The End

  2. Jkk Entertainment - Chotu Dada Tractor Wala | "छोटू दादा ट्रेक्टर वाला " Khandesh Hindi Comedy | Chotu Comedy Video

  3. Make Joke Of - Make Joke of || MJO || - The Lockdown

  4. TRT Ertugrul by PTV - Ertugrul Ghazi Urdu | Episode 1 | Season 1

  5. Bristi Home Kitchen - Chocolate Cake Only 3 Ingredients In Lock-down Without Egg, Oven, Maida | चॉकलेट केक बनाए 3 चीजो से|

  6. ETV Dhee - Pandu Performance | Dhee Champions | 5th August 2020 | ETV Telugu

  7. Round2hell - The Time Freeze | Round2Hell | R2H

  8. Ashish Chanchlani Vines - Office Exam Aur Vaccine | Ashish Chanchlani

  9. BB Ki Vines - BB Ki Vines- | Angry Masterji- Part 15 |

  10. Taarak Mehta Ka Ooltah Chashmah - Tapu Proposes To Sonu On Valentines Day! | Latest Episode 2933 | Taarak Mehta Ka Ooltah Chashmah

Top Music Videos:

  1. Sony Music India - Badshah - Genda Phool | JacquelineFernandez | Payal Dev | Official Music Video 2020

  2. DIL Music - Moto (Official Video)| Ajay Hooda | Diler Kharkiya | Anjali Raghav | Latest Haryanvi Song 2020

  3. Aditya Music - #AlaVaikunthapurramuloo - ButtaBomma Full Video Song (4K) | Allu Arjun | Thaman S | Armaan Malik

  4. Sony Music India - Sumit Goswami - Feelings | KHATRI | Deepesh Goyal | Haryanvi Song 2020

  5. T-Series - Illegal Weapon 2.0 - Street Dancer 3D | Varun D, Shraddha K | Tanishk B,Jasmine Sandlas,Garry Sandhu

  6. Desi Music Factory - GOA BEACH - Tony Kakkar & Neha Kakkar | Aditya Narayan | Kat | Anshul Garg | Latest Hindi Song 2020


  8. Aditya Music Telugu - #AlaVaikunthapurramuloo - Ramuloo Ramulaa Full Video Song || Allu Arjun || Trivikram | Thaman S

  9. T-Series - Full Song: Muqabla | Street Dancer 3D |A.R. Rahman, Prabhudeva, Varun D, Shraddha K, Tanishk B

  10. T-Series - B Praak: Dil Tod Ke Official Song | Rochak Kohli , Manoj M |Abhishek S, Kaashish V | Bhushan Kumar

Top Creators:

  1. CarryMinati

  2. Total Gaming

  3. Techno Gamerz

  4. Jkk Entertainment

  5. ashish chanchlani vines

  6. Round2hell

  7. Technical Guruji

  8. CookingShooking Hindi

  9. Desi Gamers

  10. The MriDul

Top Breakout Creators:

  1. CarryMinati

  2. Total Gaming

  3. Techno Gamerz

  4. Desi Gamers

  5. The MriDul

  6. Lokesh Gamer

  7. Mythpat

  8. Khan GS Research Centre

  9. AiSh

  10. Helping Gamer

Posted by Team YouTube

How you’ll find accurate and timely information on COVID-19 vaccines

Since the outbreak of COVID-19, teams across Google have worked to provide quality information and resources to help keep people safe, and to provide public health, scientists and medical professionals with tools to combat the pandemic. We’ve launched more than 200 new products, features and initiatives—including the Exposure Notification API to assist contact tracing — and have pledged over $1 billion to assist our users, customers and partners around the world. 

As the world turns its focus to the deployment of vaccines, the type of information people need will evolve. Communities will be vaccinated at an unprecedented pace and scale. This will require sharing information to educate the public, including addressing vaccine misperceptions and hesitancy, and helping to surface official guidance to people on when, where and how to get vaccinated. 

Today, we’re sharing about how we’re working to meet these needs—through our products and partnering with health authorities—while keeping harmful misinformation off our platforms. 

Raising authoritative information

Beginning in the United Kingdom, we’re launching a new feature on Search so when people look up information for COVID-19 vaccines, we will surface a list of authorized vaccines in their location, as well as information panels on each individual vaccine. As other health authorities begin authorizing vaccines, we’ll introduce this new feature in more countries.

Launched in March, our COVID-19 information panels on YouTube have been viewed 400 billion times, making them an important source of authoritative information. These panels are featured on the YouTube homepage, and on videos and in search results about the pandemic. Updates to the panels will connect people directly to vaccine information from global and local health authorities. Because YouTube creators are a trusted voice within their communities, we’re also supporting creators by connecting them with leading health experts to make helpful and engaging content for their audiences about COVID-19 and vaccines. 


Since the beginning of the pandemic, we’ve given $250 million in Ad Grants to help more than 100 government agencies around the world run critical public service announcements about COVID-19. Grantees can use these funds throughout 2021, including for vaccine education and outreach campaigns, and we’re announcing today an additional $15 million in Ad Grants to the World Health Organization (WHO) to assist their global campaign.

Supporting quality reporting and information on vaccines

Journalism continues to play a crucial role in informing people about the pandemic, sharing expert knowledge about vaccines, and proactively debunking misinformation about the immunization process. In April, we gave $6.5 million to support COVID-19 related fact-checking initiatives, which have provided training or resources to nearly 10,000 reporters around the world.

Now, the Google News Initiative is providing an additional $1.5 million to fund the creation of a COVID-19 Vaccine Media Hub and support new fact-checking research. Led by the Australian Science Media Centre, and with support from technology non-profit Meedan, the hub will be a resource for journalists, providing around-the-clock access to scientific expertise and research updates. The initiative includes science media centers and public health experts from Latin America, Africa, Europe, North America and the Asia-Pacific region, with content being made available in seven languages. 

To better understand what type of fact-checking can effectively counteract misinformation about vaccines, we’re funding research by academics at Columbia, George Washington and Ohio State universities. This research project will survey citizens in ten countries to find out what kinds of formats, headlines and sources are most effective in correcting COVID-19 vaccine misinformation and whether fact checks that follow these best practices impact willingness to get vaccinated.

Protecting our platforms against misinformation 

Across our products, we’ve had long-standing policies prohibiting harmful and misleading medical or health-related content. When COVID-19 hit, our global Trust and Safety team worked to stop a variety of abuses stemming from the pandemic: phishing attempts, malware, dangerous conspiracy theories, and fraud schemes. Our teams have also been planning for new threats and abuse patterns related specifically to COVID-19 vaccines. For example, in October, we expanded our COVID-19 medical misinformation policy on YouTube to remove content about vaccines that contradicts consensus from health authorities, such as the Centers for Disease Control or the WHO. Our teams have removed more than 700,000 videos related to dangerous or misleading COVID-19 medical information. We also continue to remove harmful COVID-19 misinformation across other products like Ads, Google Maps, and the Play store.

The fight against the pandemic and the development of new vaccines has required global collaboration between the public health sector, and the scientific and medical communities. As work begins to vaccinate billions of people, we’ll support these efforts with additional products and features to ensure people have the right information at the right time. 

Posted by Karen DeSalvo, MD, M.P.H. Chief Health Officer, Google Health and Kristie Canegallo, VP, Trust & Safety