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Indie creators have built grassroots followings numbering in the thousands at very little cost or effort, while mass retail and radio promotion proved problematic. Videos of the 2.5% of artists categorized as “mega”, “mainstream” and “mid-sized” received 90.3% of the relevant views on YouTube and Vevo in that year. By early 2013, Billboard had announced that it was factoring YouTube streaming data into calculation of the Billboard Hot 100 and related genre charts.

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In April 2012, a court in Hamburg ruled that YouTube could be held responsible for copyrighted material posted by its users. On November 1, 2016, the dispute with GEMA was resolved, with Google content ID being used to allow advertisements to be added to videos with content protected by GEMA. On July 30, 2025, amid the implementation of the Online Safety Act 2023 in the United Kingdom, Google announced that it would begin to enforce “age assurance” policies for selected users in the United States as a trial.

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• DeFranco argued that not being able to earn advertising revenue on such videos was “censorship by a different name”.
• As part of YouTube Music, Universal and YouTube signed an agreement in 2017, which was followed by separate agreements other major labels, which gave the company the right to advertising revenue when its music was played on YouTube.
• The site grew rapidly; in July 2006, the company announced that more than 65,000 new videos were being uploaded every day and that the site was receiving 100 million video views per day.
• By 2010, the company had reached a market share of around 43% and more than 14 billion views of videos, according to comScore.
• YouTube expanded the removal of Russian content from its site to include channels described as ‘pro-Russian’.

YouTube gives an option for copyright holders to locate and remove their videos or to have them continue running for revenue. In May 2013, Nintendo began enforcing its copyright ownership and claiming the advertising revenue from video creators who posted screenshots of its games. In February 2015, Nintendo agreed to share the revenue with the video creators through the Nintendo Creators Program. It was at this time that YouTube adopted the slogan “Broadcast Yourself”.The company experienced rapid growth. By 2010, the company had reached a market share of around 43% and more than 14billion views of videos, according to comScore. Since its purchase by Google, YouTube has expanded beyond the core website into mobile apps, network television, and the ability to link with other platforms.

• In October, YouTube announced that they would be rolling out customizable user handles in addition to channel names, which would also become channel URLs.
• The company stated the decision was in response to experiments which confirmed that smaller YouTube creators were more likely to be targeted in dislike brigading and harassment.
• YouTube has cited the effectiveness of Content ID as one of the reasons why the site’s rules were modified in December 2010 to allow some users to upload videos of unlimited length.
• As of September 2019, the app is available in 69 countries, including Hong Kong and Macau, and one province.
• YouTube also released YouTube Music, a third app oriented towards streaming and discovering the music content hosted on the YouTube platform.

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In January 2024, YouTube had more than 2.7 billion monthly active users, who collectively watched more than one billion hours of videos every day. YouTube typically takes 45 percent of the advertising revenue from videos in the Partner Program, with 55 percent going to the uploader. According to TubeMogul, in 2013 a pre-roll advertisement on YouTube (one that is shown before the video starts) cost advertisers on average $7.60 per 1000 views. Usually, no more than half of the eligible videos have a pre-roll advertisement, due to a lack of interested advertisers.

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In September 2016, after introducing an enhanced notification system to inform users of these violations, YouTube’s policies were criticized by prominent users, including Philip DeFranco and Vlogbrothers. DeFranco argued that not being able to earn advertising revenue on such videos was “censorship by a different name”. A YouTube spokesperson stated that while the policy itself was not new, the service had “improved the notification and appeal process to ensure better communication to our creators”. In the United States as of November 2020, and June 2021 worldwide, YouTube reserves the right to monetize any video on the platform, even if their uploader is not a member of the YouTube Partner Program. This will occur on channels whose content is deemed “advertiser-friendly”, and all revenue will go directly to Google without any share given to the uploader. The video was retracted after it was found that the ads had been triggered by the use of copyrighted content in the video.

In March 2017, the government of the United Kingdom pulled its advertising campaigns from YouTube, after reports that its ads had appeared on videos containing extremist content. The Guardian newspaper, as well as other major British and U.S. brands, similarly suspended their advertising on YouTube in response to their advertising appearing near offensive content. YouTube, a video sharing platform, has faced various criticisms over the years, particularly regarding content moderation, offensive content, and monetization. On February 28, 2017, in a press announcement held at YouTube Space Los Angeles, YouTube announced YouTube TV, an over-the-top MVPD-style subscription service that would be available for United States customers at a price of US$65 per month. Discovery (including among others Bravo, USA Network, Syfy, Disney Channel, CNN, Cartoon Network, E!, Fox Sports 1, Freeform, FX and ESPN).

On YouTube, this will be based on factors such as searches and video history, and the age of the account. The user must go through age verification via payment, scanned ID, or selfie to access all features if they are detected to be a minor. On https://md.entropia.de/wRImfZafSR6B-QiX_tGZJQ/ April 9, 2025, YouTube expressed support for the NO FAKES Act of 2025, introduced by Senator Chris Coons (D-DE) and Senator Marsha Blackburn (R-TN), and announced an expansion of its pilot program that is designed to identify content generated by AI. YouTube was not the first video-sharing site on the Internet; Vimeo was founded in November 2004, though that site remained a side project of its developers from CollegeHumor. Besides helping to bolster ratings and long-term viewership for Saturday Night Live, “Lazy Sunday”‘s status as an early viral video helped establish YouTube as an important website.

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That year, the company again changed its interface and at the same time, introduced a new logo with a darker shade of red. In February 2005, the company registered The same day, the company launched a public beta and by November, a Nike ad featuring Ronaldinho became the first video to reach one million total views. Some YouTube videos have themselves had a direct effect on world events, such as Innocence of Muslims (2012) which spurred protests and related anti-American violence internationally. Journalist Virginia Heffernan stated in The New York Times that such videos have “surprising implications” for the dissemination of culture and even the future of classical music. On February 1, 2018, it was rolled out in 130 countries worldwide, including Brazil, Mexico, Turkey, and Iraq.

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On May 22, 2018, the music streaming platform named “YouTube Music” was launched for people who mostly listen to music on YouTube. In 2008, all links to videos on the main page were redirected to Rick Astley’s music video “Never Gonna Give You Up”, a prank known as “rickrolling”. The next year, when clicking on a video on the main page, the whole page turned upside down, which YouTube claimed was a “new layout”. Shortly after the Russian invasion of Ukraine in 2022, YouTube removed all channels funded by the Russian state. YouTube expanded the removal of Russian content from its site to include channels described as ‘pro-Russian’. Karim could not easily find video clips of the incident and the 2004 Indian Ocean tsunami online, which led to the idea of a video-sharing site.