YouTube turns 20 years old

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• TikTok is available to download in the US app store again. (My hopes for the platform’s survival in the U.S are dwindling).

• Meta will cut 4,000 jobs to max out AI efforts and bring in more AI engineers.

YouTube Turns 20 – What will the next 20 look like?

YouTube is officially two decades old. In that time, it’s gone from a website where people uploaded grainy home videos to a platform where creators run full-fledged media businesses, Hollywood studios feel the pressure, and TV networks have to compete for attention.

For Australian creators, YouTube has always been a bit of an enigma. We’ve seen locals like Lachlan, How Ridiculous, Chloe Ting, and Fairbairn Films build massive audiences, but the road to success has been less defined compared to the U.S. market.

So, what does YouTube turning 20 mean for Australian creators today? Here are four key takeaways:

1. YouTube is mainstream TV now.

If you’re still thinking of YouTube as an “alternative” to TV, you’re behind. In the U.S, Watching YouTube on TV screens has overtaken mobile, and Australia isn’t far behind. Long-form is making a comeback, and polished production matters more than ever.

2. Podcasting on YouTube is bigger than you think.

YouTube is now the most popular place to listen to podcasts in the U.S, and there’s no reason Australia won’t follow. Audio-only podcasts still have a place, but the smart move is video. If you’re running a podcast and ignoring YouTube, you’re leaving discoverability, engagement, and revenue on the table.

3. Creators are building production houses, not just channels.

The biggest shift in recent years? Creators aren’t just “making videos”…they’re running full scale production companies. More are launching studios, hiring teams, and diversifying revenue beyond AdSense. Australians are historically slower to adopt this mindset, but those who do (like How Ridiculous and RackaRacka) are playing in a whole different league.

4. AI is changing how content gets made and found.

YouTube’s AI tools are rolling out fast, including automatic dubbing, AI-generated video backgrounds, and new recommendation models that could impact who gets discovered. The challenge for creators is balancing these tools with authenticity. AI can help streamline content creation but relying too much on automation risks making the content feel generic.

Takeaway

At 20 years old, YouTube is no longer the underdog. It is the media industry. For Aussie creators, this means the platform is more competitive than ever and full of opportunities. The playbook has changed: treat YouTube like a business, embrace new formats, and think globally while staying uniquely Australian.

Would love to hear your take. What are your plans for YouTube in 2025?

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