YouTube isn't just a video platform, it’s now a cornerstone of the global streaming economy. With 2.7 billion monthly users and over 12% of U.S. TV watch time, YouTube has become the go-to destination for brands, creators, and audiences alike.

But in a platform this crowded, creativity alone won’t cut it.
To stay ahead, you need data that tells you what’s really working.

Using our proprietary data tool, ChIP, we've uncovered what’s changed, what’s accelerating, and where the real revenue opportunities are hiding.

In this whitepaper, you’ll discover:

• A clear view of the bigger picture – from the shift away from snackable mobile viewing to long-form, connected-TV sessions, and why attention is consolidating around fewer channels.
• What the data actually says – how YouTube has evolved since our first whitepaper (2023–24) and what those shifts mean for you.
• A practical, no-fluff guide to data-led strategy – what to do with the insights, not just what they are.
• The rise of AI on YouTube – and how it’s already reshaping success on the platform.
• Proven case studies – from elite sport to children’s IP, showing how smart data decisions turn into real results.

Whether you're a brand, broadcaster, or creator, this is your essential 25-page guide to navigating YouTube’s rapid evolution and maximising your content strategy through data-led decision-making.