The YouTube creator economy has come a long way in the past decade. And now in 2023, it is no secret that in the eyes of viewers, creators have become mainstream entertainment.

A recent article by By Tara Walpert Levy, Vice President, Americas, YouTube, goes over some current trends in how viewership is changing and where the creator economy is headed in the coming year.

Here is what was uncovered.

1) Creator-driven content is taking over the TV screen

The latest Nielsen Gauge Report shows YouTube leading streaming watch time on connected TVs, ahead of Netflix, Hulu and all other players. That means there are more Americans gathering around the living room TV to watch YouTube than any other platform.

2) Long-form and short-form creativity are more powerful together

To say creators have run with YouTube Shorts is an understatement. Last year, we reported that Shorts are being watched by 1.5 billion monthly logged-in users. We expect that number to grow even more — especially as we launch expanded eligibility for the YouTube Partner Program and Shorts ad revenue sharing.

3) For Gen Z, creators are the new content studios

Viewers of all ages, and particularly Gen Z, say they value story and relevance over everything. In fact, 65 percent of Gen Z (online 18-24-year-olds) agree that content that is personally relevant to them is more important than the content that lots of other people talk about.

Creators are this generation’s directors, producers, and talent all rolled into one! Looking forward to seeing what this new year brings to viewers!