YouTube's annual Culture & Trends Report for 2025, released in early December, offers a fascinating snapshot of how video content shaped global culture across more than a dozen markets.
While top creators, songs, and videos vary by country — from MrBeast dominating subscriber gains in the U.S. for the sixth straight year to regional hits like Indonesia's "hipdut" genre — the overarching patterns reveal a platform evolving beyond screens into real-world experiences.
One standout trend is creators stepping into the physical world and becoming cultural mainstays. In many countries, YouTubers are now primary news and knowledge sources for younger audiences, outpacing traditional media.
France's HugoDécrypte, for example, reaches under-35s at levels rivaling mainstream outlets, per the 2025 Reuters Institute Digital News Report, and has expanded into Canada with live events.
Germany sees creators hosting offline fan meet-ups, while markets like Mexico and Brazil feature creator-led reality shows and boxing events that draw massive crowds.
Viewers crave content showcasing genuine human effort and authenticity. South Korea exploded with physical endurance challenges, France embraced long walking marathons streamed live, and Germany favored road-trip vlogs—formats highlighting raw perseverance over polished production.
Yet, this demand for "unfiltered reality" coexists with surging AI-generated content. Brainrot memes — surreal, often AI-created absurdities like Italian characters Tung Tung Tung Sahur, Bombardiro Crocodilo (a crocodile-bomber hybrid), and Tralalero Tralala — went viral worldwide, adapted locally (e.g., inspiring Indian channels like Carry Depie).
Collectible toys like Labubu sparked global frenzies, fueled by celebrity endorsements and unboxing videos. Roblox user-generated experiences, such as Grow a Garden and Steal a Brainrot, dominated gaming trends, proving creator-driven worlds rival big-studio releases.
Globalization thrives through accessibility: AI dubbing and wordless videos (relying on visuals, music, or universal humor) allow content to cross borders seamlessly, with over 70% of viewers watching in non-native languages. Long-form remains resilient—deep-dive explainers, interviews, and podcasts (e.g., Shawn Ryan, Joe Rogan in the U.S.) hold strong amid Shorts' rise.
Perhaps most heartwarming: creators bridging digital and physical divides by organizing offline events, interest-based clubs, and meet-ups, turning online communities into real-life connections.
Other cross-cultural hits include Netflix's Squid Game expansions, the animated film KPop Demon Hunters (with its soundtrack dominating songs lists), and anime like Blue Lock. The report underscores "creative maximalism" — layered, participatory content where fans co-create through remixes and comments.
As YouTube marks its 20th anniversary, 2025 proved creators aren't just entertainers; they're cultural architects, blending AI innovation with human authenticity to build shared global moments. Dive into the full interactive report for country-specific breakdowns — it's a testament to video's enduring power to connect us all.
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Author: Slava Vasipenok
Founder and CEO of QUASA (quasa.io) - Daily insights on Web3, AI, Crypto, and Freelance. Stay updated on finance, technology trends, and creator tools - with sources and real value.
Innovative entrepreneur with over 20 years of experience in IT, fintech, and blockchain. Specializes in decentralized solutions for freelancing, helping to overcome the barriers of traditional finance, especially in developing regions.
