Twenty years after it first gave everyone a chance to share their stories with the world, YouTube is once again redefining the future of entertainment. At its recent Made on YouTube event, the platform rolled out a sweeping set of AI-driven tools and features designed to empower creators, artists, and brands to thrive in the next era of digital creation.
This story is derived from an article by Johanna Voolich, Chief Product Officer of YouTube, who outlined the company’s vision for the next decade. Voolich emphasized that the platform’s goal remains the same as it was at launch: to give everyone the opportunity to share their stories, build communities, and grow their businesses.
From US$100 billion in payouts to a thriving creator economy
In just the last four years, YouTube has paid out more than US$100 billion to creators, artists, and media companies worldwide (January 2021–December 2024). That massive investment highlights the scale of the creator economy, where independent storytellers, musicians, and digital entrepreneurs compete alongside traditional media for audiences and revenue.
New monetization avenues are opening up as well. In the past 12 months alone, the number of YouTube channels earning six figures (in USD) or more from TV screen revenue has surged 45% year-over-year. Meanwhile, YouTube Shopping’s Gross Merchandise Value (GMV) grew 5X between Q2 2024 and Q2 2025, with more than 500,000 creators now enrolled in YouTube Shopping globally.
AI: The creator’s new partner
Artist and content creator Lana Rae, who now has 7.8 million subscribers
Artificial intelligence is central to YouTube’s roadmap for the future. Google DeepMind’s Veo 3 Fast is being integrated into YouTube Shorts, giving creators free tools to generate dynamic video backgrounds, sound-enhanced clips, and even props.
New AI-powered editing features like Edit with AI will help creators quickly turn raw footage into first-draft videos, while Speech to Song transforms dialogue into quirky soundtracks.
AI is also enhancing accessibility and reach: more than 60 million videos have already been auto-dubbed across 20 languages, and viewers are responding — they spend over 75% of their time watching the auto-dubbed versions compared to the original.
Smarter studio, smarter strategies
For creators managing growing channels, YouTube Studio has evolved into a true creative partner. More than 30 million creators use YouTube Studio every month, and the platform is rolling out new tools like Ask Studio, a conversational feature that helps creators gather insights directly from their channel data.
Optimization tools are also getting more sophisticated. Since Thumbnail A/B Testing launched in 2023, creators have already run over 15 million experiments to maximize their reach. Updates to the Inspiration Tab and collaboration features will further support content creators in expanding their audiences.
Meanwhile, the likeness detection tool is being expanded to help YouTube Partner Program creators spot and manage AI-generated videos that misuse their image or identity — a critical safeguard in the age of deepfakes.
Reinventing formats: Live, podcasts, and beyond
YouTube continues to reinvent formats to strengthen the bond between creators and audiences. In Q2 2025, over 30% of daily logged-in viewers watched live content, underscoring the growing demand for real-time interactivity.
Podcasts are also booming, with users consuming over 100 million hours of podcasts daily, more than 30% of which started as livestreams or premieres. New tools will allow podcasters to easily clip episodes into Shorts or even generate fully customizable videos from audio-only files using Veo.
Music, merch, and fan connections
For artists, YouTube Music will soon allow fans to pre-save releases and set countdowns for new tracks. Beyond streaming, artists can connect directly with their top fans through exclusive merch drops, behind-the-scenes content, and personalized thank-you videos.
These features reflect YouTube’s recognition that fandom drives both music culture and sustainable careers.
Brands, commerce, and new revenue models
The link between creators and commerce is becoming stronger. Updates to brand deals and YouTube Shopping are making collaborations easier, with features like adding direct shopping links to Shorts. With AI simplifying product tagging, creators can more seamlessly turn influence into income while helping brands reach highly engaged audiences.
The road ahead
As YouTube enters its third decade, the message from Made on YouTube is clear: the future of entertainment is about more than just streaming videos. It’s about building a thriving ecosystem where technology, creativity, and community converge.
With AI tools lowering barriers to entry, new monetization streams boosting creator incomes, and innovations reshaping formats from live video to podcasts, YouTube is positioning itself to power the next 20 years of creation and connection — not just in entertainment, but in the global digital economy.
