This report uses an innovative sampling methodology to provide data on the current state of the YouTube platform, the number of videos, the development of YouTube Shorts, as well as detailed analysis of the categories, content formats and video sources which are most widely watched in 2025.
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YouTube in 2025: How big is it, and what are people watching?
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Data / 14 Jan 2026 / Tim Westcott
Using data from our partners Digital i, this dashboard shows estimated monthly views of official broadcaster channels on YouTube, together with the most viewed channels and videos, in 19 countries.
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Traditional TV meets Generation YouTube: Key takeaways from MIPCOM 2025
News Analysis / 21 Oct 2025 / Tim Westcott
The latest edition of Mipcom, the TV main TV program sales market, saw the creator economy and microdrama taking a high profile.
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Hybrid Equilibrium: How YouTube Balances “125 Million Subscribers” with Advertising Success
Report / 29 Apr 2025 / Daoud Jackson
YouTube Premium continues to grow as a service complementing YouTube’s massive free user base. This report analyzes YouTube’s Premium pricing balancing act, the value it provides customers, subscriber motivations, and regional trends.
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Cinema still only at 80% of pre-pandemic levels; YouTube can help
Analyst Opinion / 03 Apr 2025 / Maria Rua Aguete
With cinema box office revenues still some way behind their pre-pandemic levels, any help to stimulate the recovery in cinema is welcome. Omdia believes YouTube could be one of the sources of that help.
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YouTube takes the lead as the video-verse edges into podcasting
News Analysis / 13 Mar 2025 / Simon Dyson
A look at what's happening in the podcast space and which providers are making the most out of the rise in interest for video podcasting.
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Warner Bros. classic movies appear free on YouTube
Analyst Opinion / 07 Mar 2025 / David Hancock
Warner Bros. classic movies appear on YouTube, giving free viewing access to all US users.
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The Analyst Team
Daoud Jackson
Follow AnalystSenior Analyst
Daoud Jackson leads Omdia's research on pay-TV and online video markets across the Middle East, Africa, Turkey, and India as part of the media and entertainment team. He also oversees advertising market coverage in MENA and India. Daoud delivers analysis of key regional and global developments through research interviews, financial modelling, and industry analysis.
Since joining Omdia in 2022, Daoud has presented at numerous industry events and received citations in international news coverage about the evolving media landscape. His research spans SVOD and social video platforms, changing seasonality patterns in MENA, emerging content trends, and successful monetization strategies for developing markets.
Daoud holds a master’s degree in global history from the University of Oxford. Before Omdia, he worked as an analyst at social listening company Brandwatch and as a research analyst at Nielsen covering the global publishing industry.
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Irina Kornilova
Follow AnalystPractice Leader, TV & Online Video
Irina tracks the international online, movie, and TV markets and maintains the Omdia online video models via extensive interview work and desk research. Her widespread contacts with a network of key industry players support Irina’s research and analysis of the sector.
Irina is also a regular contributor to industry reports. She has written about a range of topics, including an assessment of iTunes market share, the changing nature of the Australian online rental market, and the strategies of consumer electronics companies for online video in Europe. Irina holds a Master of Science in international management from King's College London, as well as a graduate degree in management from the Russian State University of Trade and Economics. She is fluent in Russian.
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These are Omdia driven recommendations based on content that is both similar, and has been frequently visited by other users in combination with the content you are currently viewing.
Omdia Recommends
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