YouTube at 20: Canadian creators reflect on culture & growth

YouTube marks its 20th anniversary as Canadian creators and audiences reflect on two decades of cultural and economic impact.

The platform, which began with the upload of its first video, 'Me at the Zoo', has since grown to become a significant force in both Canada's entertainment industry and its broader creative economy.

The evolution of YouTube is highlighted by a series of milestones over the past twenty years. In 2005, YouTube.com became a registered domain, with the first public video uploaded on April 23 of that year. By December 2005, the site was already seeing eight million videos watched daily. Features such as YouTube's mobile site (launched in June 2007), the YouTube Partner Program (December 2007), and live streaming (April 2011) marked key developments. The platform expanded further with the introduction of YouTube Music in October 2015 and YouTube Shorts in September 2020, which later arrived on big screens in November 2022.

The growth in content has also been significant; by November 2010, users were uploading 35 hours of video per minute. Today, viewers worldwide watch over a billion hours of YouTube content daily, with much of this viewing now taking place on larger screens.

For Canadian culture in particular, YouTube's role has moved far beyond entertainment. Andrew Peterson, Head of YouTube Canada, said, "In the last two decades, Canadian culture, creativity and innovation has shaped YouTube and inspired audiences on a global scale. The diversity and strength of Canadian culture has found a home for itself on YouTube, and the content is driving incredible economic success in Canada and as a cultural export to the world. It's more than just a platform for entertainment, it's a dynamic reflection of who we are, a stage for emerging and leading talent, and a place where anyone, anyone can create a thriving business."

Data from Comscore and other research firms demonstrates YouTube's widespread reach and popularity among Canadians. According to research by Kantar, if Canadians could only watch one service for an entire year, YouTube would be their top choice above platforms such as Netflix, Disney+, and Amazon Prime Video. Comscore Video Metrix data from December 2022 shows that YouTube reaches 98% of Canadian audiences, including those aged 18-24.

Globally, YouTube has developed into a significant business platform for creators. More than three million channels participate in the YouTube Partner Program (YPP), which allows creators to earn revenues from their content. YPP has been described as having paid out more than any other creator monetisation platform, distributing over USD $70 billion to creators, artists, and media companies between 2021 and 2023.

The economic impact extends locally. In 2023, YouTube's creative ecosystem contributed more than CAD $1.8 billion to Canadian GDP, highlighting the platform's growing role as a driver of economic growth and employment in the creative industries.

YouTube's influence on viewing habits and creative culture is particularly evident among younger generations. Research from SmithGeiger (May 2024) indicates that 66% of Canadian Gen Z individuals describe themselves as a video content creator. Viewers are also using the platform for purposes beyond entertainment; 95% of YouTube users in Canada report using the site to gather information and knowledge, and 76% of users agree that YouTube is home to diverse content and perspectives.

Music continues to be a major part of the platform. Since the launch of YouTube Music in 2015, the service has seen growth in both consumption and content creation. YouTube's all-time music lists, including most viewed music videos and fastest videos to reach one billion views, reflect this ongoing popularity and visibility for artists.

Podcasts have also established a strong presence on YouTube. As of February 2025, more than one billion monthly active viewers are engaging with podcast content on the platform, showing the expansion of YouTube's role in long-form and audio-based content distribution.

Throughout its two-decade history, YouTube has continuously adapted to changes in technology and viewer preference, adding features such as live streaming and mobile access, and introducing monetisation opportunities that have transformed some creators into business owners and globally recognised figures.

As YouTube celebrates its 20th anniversary, the focus remains on fostering platforms where Canadian talent can continue to reach audiences at home and around the world, while also delivering significant economic value within the country.