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YouTube’s Culture & Trends Report: The Rise of Personally-Relevant Pop Culture
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Culture & Trends


YOUTUBE’S CULTURE & TRENDS REPORT: THE RISE OF PERSONALLY-RELEVANT POP CULTURE

 * By Kevin Allocca
 * Global Director of Culture & Trends, YouTube
 * Jun.22.2022

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Today, we’re launching a new global YouTube Trends report focused on Gen Z
viewers and creators.

Throughout the pandemic, we analyzed trends on YouTube to better understand the
impact of video. We discovered that video can create a powerful sense of
connection, which makes it an indispensable part of our lives.

This year we turned our focus to Gen Z creators and viewers to see their impact
and how they’re driving the evolution of trends. For our latest report, we
conducted surveys in more than 10 countries and analyzed hundreds of trends to
find what cuts through in pop culture today.



65 percent of Gen Z agree that content that’s personally relevant to them is
more important than the content that lots of other people talk about



We found that digital culture is now all about personally-relevant content. In
fact, 65 percent of Gen Z (online 18-24 year olds) agree that content that’s
personally relevant to them is more important than the content that lots of
other people talk about. Individual viral videos — the Davids, Charlies, and,
yes, even foxes that broke through in the past — are becoming increasingly less
central to trends in a world where audiences and creators prioritize moments
that matter to them and their lives.

Of all the trends we looked at and the data we pulled, three specific types of
creativity emerged at the core of this new, personally-relevant pop culture:
Community creativity, multi-format creativity, and responsive creativity. Here’s
a quick look at how each of those plays a key role:




COMMUNITY CREATIVITY

Communities are building conversations online by taking niche passions and
turning them into larger, shared experiences. Consider Big Jet TV, which became
a national sensation this year when nearly a quarter of a million viewers tuned
in to watch creator Jerry Dyer’s live coverage of planes trying to land at
Heathrow during Storm Eunice’s high winds. It was the perfect example of people
coming together around an unlikely common interest to turn it into a much larger
community moment.




MULTI-FORMAT CREATIVITY

Trending concepts are showing up across a more diverse range of mediums and
formats than ever before. We see this in the increasing interplay between
short-form and long-form content on YouTube, which has led to the rise of
Multi-format Creators, who can seamlessly move from one format to another. Some
of the most popular rising Shorts creators, like Lisa Nguyen and Nick
DiGiovanni, have found success by also producing longer material that their
audiences can explore in greater depth. Popular creators, like MrBeast and The
Sorry Girls who are known for their long form videos, are also leaning into
Shorts and reaching new audiences as well.



Formats that play into emotional needs like “comfort creators,” vibe content and
ASMR, continue to evolve.




RESPONSIVE CREATIVITY

At the start of the pandemic, we noticed that people were turning to video to
meet specific personal needs. This continues to hold true — and grow — today: 83
percent of Gen Z have used YouTube to watch soothing content that helps them
relax, an increase from when we ran our survey a year ago. As a result, formats
that play into these emotional needs like “comfort creators,” vibe content and
ASMR, continue to evolve.

Even the Victoria and Albert Museum couldn’t resist joining in on the trend,
with their recent series of ASMR at the museum videos.



If there’s one thing that our research has made clear, it’s that pop culture is
undergoing another shift. While there’s much to digest here, we hope that our
report can provide some context and insight into the dynamics behind that shift.
Be sure to check out the full Trends Report for more detail on our research.




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