Connecting our users with the content they love is important to us. We want to help viewers find new interests and passions — such as a new favorite artist, a new creator they can follow or simply the best food recipes. But there's one true expert in what you want to watch: you. One thing we’ve consistently heard from you is that you want more control over what videos appear on your homepage and in Up Next suggestions. So we're doing more to put you in the driver's seat. Three specific changes we will be rolling out in the coming days:
Explore topics and related videos on your Homepage and in Up Next videos: You can now more easily explore topics and related videos — such as baking videos, the latest late-night talk shows or your favorite music genre, and see more of what you love on YouTube. The options that you see are based on your existing personalized suggestions and are meant to help you find what you're looking for faster. They could be videos related to the one you’re watching, videos published by the channel you’re watching, or other topics which may be of interest to you. This new feature can be found on the homepage when you scroll up, and on Up Next when browsing. It will be available for signed-in users in English on the YouTube app for Android and will be available on iOS, desktop and other languages soon.
Remove suggestions from channels you don’t want to watch: Although we try our best to suggest videos you’ll enjoy, we don't always get it right, so we are giving you more controls for when we don’t. We’ve now made it simple for you to tell us to stop suggesting videos from a particular channel. Just tap the three-dot menu next to a video on the homepage or Up Next, then “Don’t recommend channel.” After that, you should no longer see videos from that channel suggested to you on YouTube. You may still be able to find them if you subscribe, search for them, or visit the channel page or Trending tab. This new feature is available globally on the YouTube app for Android and iOS today, and will be available on desktop soon.
Learn more about why a video may be suggested to you: Finally, sometimes, we recommend videos from channels you haven’t seen before based on what other viewers with similar interests have liked and watched in the past. When we’re suggesting videos based on this, you'll now see more information underneath the video in a small box. Our goal is to explain why these videos surface on your homepage in order to help you find videos from new channels you might like. This new feature is available globally on the YouTube app for iOS today, and will be available on Android and desktop soon.
We hope you’ll find that these new features help you navigate the incredible breadth of content available on YouTube and more easily find great videos to watch. We're looking forward to hearing your feedback.
Great music videos are works of art that continue to drive cultural influence across generations. And just like priceless paintings or sculptures in museums, from time to time they need some TLC.
Now, in a pioneering partnership, YouTube is working with Universal Music Group to remaster some of the most iconic music videos of all time, to ensure current and future generations will get to enjoy these timeless classics as they’ve never before been experienced.
And this is just the beginning. YouTube and Universal Music Group are committed to fully upgrading nearly 1,000 music videos, painstakingly remastering some of the most important works in the history of the format to the highest possible standards. Each week over the next year, we’ll add more titles, with all 1,000 titles expected to be available before the end of 2020.
“It’s really an honor to partner with Universal Music Group and change the way fans around the globe will experience viewing some of the most classic and iconic videos. The quality is truly stunning,” said Stephen Bryan, Global Head of Label Relations at YouTube. “It's our goal to ensure that today's music videos — true works of art — meet the high quality standards that artists' works deserve and today's music fans expect.”
For years, some of the greatest music videos in YouTube’s catalog have been available only in the outdated standards originally intended for tube televisions with mono speakers. With this new initiative, we’re upgrading videos, vastly improving the viewing experience, whether on mobile, desktop or living room screens. The new videos will seamlessly replace the original versions on both YouTube and within YouTube Music, while retaining the same url, view-counts and “likes.”
Michael Nash, Executive Vice President of Digital Strategy at UMG, said, “We’re excited to partner with YouTube to present these iconic music videos in the highest audio and video quality possible. Our recording artists and video directors imbued these videos with so much creativity; it’s great to enable the full experience of their vision and music. These videos not only look amazing on any screen now, they will be enjoyed by music fans for decades to come.”
Celebrate the anniversary of some of the most iconic music videos of all time by seeing the remastered versions for the first time ever on YouTube, including:
Tom Petty’s music video for “Free Fallin’” released 30 years ago
Beastie Boys’ music video for “Sabotage” released 25 years ago
Lady Gaga’s music video for “Bad Romance” released 10 years ago
YouTube Music will continue to roll out remastered music videos from your favorite UMG artists, so be on the lookout for “Remastered” in the description of videos as they transform from SD to HD, exclusively on YouTube!
There have been a lot of questions over the last few days about our policies on harassment, particularly around two YouTube creators: Carlos Maza and Steven Crowder. These are important issues and we’d like to provide more details and context than is possible in any one string of tweets.
Since YouTube started 14 years ago, we have focused on providing a platform where anyone can broadcast themselves, connect with people, and share their voices and their experiences with the world. This has brought a lot of good — like Jouelzy, who founded the #smartbrowngirl movement to empower women of color, or MatPat, a gaming creator — who, along with his fans and other creators — raised over $200,000 to combat mental illness. But it has also created many challenges. One of the most important issues we face is around harassment. We enforce our policies here rigorously and regardless of the creator in question: In the first quarter of 2019, we removed tens of thousands of videos and accounts for violation of our policies on cyberbullying and harassment. We also removed hundreds of millions of comments, many of which were flagged and removed due to harassment.
That said, policies need to keep up with current problems. One particular challenge we face more and more these days is creator-on-creator harassment. It’s an issue that Susan addressed in her latest creator letter. We update our policies on an ongoing basis to make sure they’re current. Just today, we took another step in our fight against hate speech and our responsibility to reduce the spread of harmful borderline content. As mentioned, one of our upcoming projects will reexamine our harassment policy, as well.
As an open platform, we sometimes host opinions and views that many, ourselves included, may find offensive. These could include edgy stand-up comedy routines, a chart-topping song, or a charged political rant — and more. Short moments from these videos spliced together paint a troubling picture. But, individually, they don’t always cross the line.
There are two key policies at play here: harassment and hate speech. For harassment, we look at whether the purpose of the video is to incite harassment, threaten or humiliate an individual; or whether personal information is revealed. We consider the entire video: For example, is it a two-minute video dedicated to going after an individual? A 30-minute video of political speech where different individuals are called out a handful of times? Is it focused on a public or private figure? For hate speech, we look at whether the primary purpose of the video is to incite hatred toward or promote supremacism over a protected group; or whether it seeks to incite violence. To be clear, using racial, homophobic, or sexist epithets on their own would not necessarily violate either of these policies. For example, as noted above, lewd or offensive language is often used in songs and comedic routines. It's when the primary purpose of the video is hate or harassment. And when videos violate these policies, we remove them.
Not everyone will agree with the calls we make — some will say we haven’t done enough; others will say we’ve gone too far. And, sometimes, a decision to leave an offensive video on the site will look like us defending people who have used their platforms and audiences to bully, demean, marginalize or ignore others. If we were to take all potentially offensive content down, we’d be losing valuable speech — speech that allows people everywhere to raise their voices, tell their stories, question those in power, and participate in the critical cultural and political conversations of our day.
Even if a creator’s content doesn’t violate our community guidelines, we will take a look at the broader context and impact, and if their behavior is egregious and harms the broader community, we may take action. In the case of Crowder’s channel, a thorough review over the weekend found that individually, the flagged videos did not violate our Community Guidelines. However, in the subsequent days, we saw the widespread harm to the YouTube community resulting from the ongoing pattern of egregious behavior, took a deeper look, and made the decision to suspend monetization. In order to be considered for reinstatement, all relevant issues with the channel need to be addressed, including any videos that violate our policies, as well as things like offensive merchandise.
In the coming months, we will be taking a hard look at our harassment policies with an aim to update them — just as we have to so many policies over the years — in consultation with experts, creators, journalists and those who have, themselves, been victims of harassment. We are determined to evolve our policies, and continue to hold our creators and ourselves to a higher standard.
There have been a lot of questions over the last few days about our policies on harassment, particularly around two YouTube creators: Carlos Maza and Steven Crowder. These are important issues and we’d like to provide more details and context than is possible in any one string of tweets.
Since YouTube started 14 years ago, we have focused on providing a platform where anyone can broadcast themselves, connect with people, and share their voices and their experiences with the world. This has brought a lot of good — like Jouelzy, who founded the #smartbrowngirl movement to empower women of color, or MatPat, a gaming creator — who, along with his fans and other creators — raised over $200,000 to combat mental illness. But it has also created many challenges. One of the most important issues we face is around harassment. We enforce our policies here rigorously and regardless of the creator in question: In the first quarter of 2019, we removed tens of thousands of videos and accounts for violation of our policies on cyberbullying and harassment. We also removed hundreds of millions of comments, many of which were flagged and removed due to harassment.
That said, policies need to keep up with current problems. One particular challenge we face more and more these days is creator-on-creator harassment. It’s an issue that Susan addressed in her latest creator letter. We update our policies on an ongoing basis to make sure they’re current. Just today, we took another step in our fight against hate speech and our responsibility to reduce the spread of harmful borderline content. As mentioned, one of our upcoming projects will reexamine our harassment policy, as well.
As an open platform, we sometimes host opinions and views that many, ourselves included, may find offensive. These could include edgy stand-up comedy routines, a chart-topping song, or a charged political rant — and more. Short moments from these videos spliced together paint a troubling picture. But, individually, they don’t always cross the line.
There are two key policies at play here: harassment and hate speech. For harassment, we look at whether the purpose of the video is to incite harassment, threaten or humiliate an individual; or whether personal information is revealed. We consider the entire video: For example, is it a two-minute video dedicated to going after an individual? A 30-minute video of political speech where different individuals are called out a handful of times? Is it focused on a public or private figure? For hate speech, we look at whether the primary purpose of the video is to incite hatred toward or promote supremacism over a protected group; or whether it seeks to incite violence. To be clear, using racial, homophobic, or sexist epithets on their own would not necessarily violate either of these policies. For example, as noted above, lewd or offensive language is often used in songs and comedic routines. It's when the primary purpose of the video is hate or harassment. And when videos violate these policies, we remove them.
Not everyone will agree with the calls we make — some will say we haven’t done enough; others will say we’ve gone too far. And, sometimes, a decision to leave an offensive video on the site will look like us defending people who have used their platforms and audiences to bully, demean, marginalize or ignore others. If we were to take all potentially offensive content down, we’d be losing valuable speech — speech that allows people everywhere to raise their voices, tell their stories, question those in power, and participate in the critical cultural and political conversations of our day.
Even if a creator’s content doesn’t violate our community guidelines, we will take a look at the broader context and impact, and if their behavior is egregious and harms the broader community, we may take action. In the case of Crowder’s channel, a thorough review over the weekend found that individually, the flagged videos did not violate our Community Guidelines. However, in the subsequent days, we saw the widespread harm to the YouTube community resulting from the ongoing pattern of egregious behavior, took a deeper look, and made the decision to suspend monetization. In order to be considered for reinstatement, all relevant issues with the channel need to be addressed, including any videos that violate our policies, as well as things like offensive merchandise.
In the coming months, we will be taking a hard look at our harassment policies with an aim to update them — just as we have to so many policies over the years — in consultation with experts, creators, journalists and those who have, themselves, been victims of harassment. We are determined to evolve our policies, and continue to hold our creators and ourselves to a higher standard.
Over the past few years, we’ve been investing in the policies, resources and products needed to live up to our responsibility and protect the YouTube community from harmful content. This work has focused on four pillars: removing violative content, raising up authoritative content, reducing the spread of borderline content and rewarding trusted creators. Thanks to these investments, videos that violate our policies are removed faster than ever and users are seeing less borderline content and harmful misinformation. As we do this, we’re partnering closely with lawmakers and civil society around the globe to limit the spread of violent extremist content online.
We review our policies on an ongoing basis to make sure we are drawing the line in the right place: In 2018 alone, we made more than 30 policy updates. One of the most complex and constantly evolving areas we deal with is hate speech. We’ve been taking a close look at our approach towards hateful content in consultation with dozens of experts in subjects like violent extremism, supremacism, civil rights, and free speech. Based on those learnings, we are making several updates:
Removing more hateful and supremacist content from YouTube
YouTube has always had rules of the road, including a longstanding policy against hate speech. In 2017, we introduced a tougher stance towards videos with supremacist content, including limiting recommendations and features like comments and the ability to share the video. This step dramatically reduced views to these videos (on average 80%). Today, we're taking another step in our hate speech policy by specifically prohibiting videos alleging that a group is superior in order to justify discrimination, segregation or exclusion based on qualities like age, gender, race, caste, religion, sexual orientation or veteran status. This would include, for example, videos that promote or glorify Nazi ideology, which is inherently discriminatory. Finally, we will remove content denying that well-documented violent events, like the Holocaust or the shooting at Sandy Hook Elementary, took place.
We recognize some of this content has value to researchers and NGOs looking to understand hate in order to combat it, and we are exploring options to make it available to them in the future. And as always, context matters, so some videos could remain up because they discuss topics like pending legislation, aim to condemn or expose hate, or provide analysis of current events. We will begin enforcing this updated policy today; however, it will take time for our systems to fully ramp up and we’ll be gradually expanding coverage over the next several months.
Reducing borderline content and raising up authoritative voices
In addition to removing videos that violate our policies, we also want to reduce the spread of content that comes right up to the line. In January, we piloted an update of our systems in the U.S. to limit recommendations of borderline content and harmful misinformation, such as videos promoting a phony miracle cure for a serious illness, or claiming the earth is flat. We’re looking to bring this updated system to more countries by the end of 2019. Thanks to this change, the number of views this type of content gets from recommendations has dropped by over 50% in the U.S. Our systems are also getting smarter about what types of videos should get this treatment, and we’ll be able to apply it to even more borderline videos moving forward. As we do this, we’ll also start raising up more authoritative content in recommendations, building on the changes we made to news last year. For example, if a user is watching a video that comes close to violating our policies, our systems may include more videos from authoritative sources (like top news channels) in the "watch next" panel.
Continuing to reward trusted creators and enforce our monetization policies
Finally, it’s critical that our monetization systems reward trusted creators who add value to YouTube. We have longstanding advertiser-friendly guidelines that prohibit ads from running on videos that include hateful content and we enforce these rigorously. And in order to protect our ecosystem of creators, advertisers and viewers, we tightened our advertising criteria in 2017. In the case of hate speech, we are strengthening enforcement of our existing YouTube Partner Program policies. Channels that repeatedly brush up against our hate speech policies will be suspended from the YouTube Partner program, meaning they can’t run ads on their channel or use other monetization features like Super Chat.
The openness of YouTube’s platform has helped creativity and access to information thrive. It’s our responsibility to protect that, and prevent our platform from being used to incite hatred, harassment, discrimination and violence. We are committed to taking the steps needed to live up to this responsibility today, tomorrow and in the years to come.
Starting today, fans will be able to purchase even more tickets to upcoming shows in the U.S. by their favorite artists. Read more about our new partnership with AXS, the second-largest ticket provider in North America, on our YouTube for Artists blog.
Responsibility is our number one priority, and chief among our areas of focus is protecting minors and families. Over the years, we’ve heavily invested in a number of technologies and efforts to protect young people on our platform, such as our CSAI Match technology. And in 2015, because YouTube has never been for kids under 13, we created YouTube Kids as a way for kids to be able to safely explore their interests and for parents to have more control. Accounts belonging to people under 13 are terminated when discovered. In fact, we terminate thousands of accounts per week as part of this process.
We also enforce a strong set of policies to protect minors on our platform, including those that prohibit exploiting minors, encouraging dangerous or inappropriate behaviors, and aggregating videos of minors in potentially exploitative ways. In the first quarter of 2019 alone, we removed more than 800,000 videos for violations of our child safety policies, the majority of these before they had ten views.
The vast majority of videos featuring minors on YouTube, including those referenced in recent news reports, do not violate our policies and are innocently posted — a family creator providing educational tips, or a parent sharing a proud moment. But when it comes to kids, we take an extra cautious approach towards our enforcement and we’re always making improvements to our protections. Here are a few updates we’ve made over the past several months:
Restricting live features: We updated enforcement of our live streaming policy to specifically disallow younger minors from live streaming unless they are clearly accompanied by an adult. Channels not in compliance with this policy may lose their ability to live stream. We also launched new classifiers (machine learning tools that help us identify specific types of content) on our live products to find and remove more of this content.
Disabling comments on videos featuring minors: We disabled comments on tens of millions of videos featuring minors across the platform, to limit the risk of exploitation. Additionally, we implemented a classifier that helped us remove 2x the number of violative comments. We recognize that comments are a core part of the YouTube experience and creators have told us they feel we removed a valuable way for them to connect with and grow audiences. But we strongly believe this is an important step to keeping young people safe on YouTube.
Reducing recommendations: We expanded our efforts from earlier this year around limiting recommendations of borderline content to include videos featuring minors in risky situations. While the content itself does not violate our policies, we recognize the minors could be at risk of online or offline exploitation. We’ve already applied these changes to tens of millions of videos across YouTube.
Over the last 2+ years, we’ve been making regular improvements to the machine learning classifier that helps us protect minors and families. We rolled out our most recent improvement earlier this month. With this update, we’ll be able to better identify videos that may put minors at risk and apply our protections, including those described above, across even more videos.
To stay informed of the latest research and advances in child safety, we work with civil society and law enforcement. In the last two years, the reports we sent to the National Center for Missing and Exploited Children (NCMEC) have led to more than 6,000 law enforcement investigations. Additionally, we share our technologies and expertise with the industry, and consult with outside experts to complement our team of in-house experts.
YouTube is a company made up of parents and families, and we’ll always do everything we can to prevent any use of our platform that attempts to exploit or endanger minors. Kids and families deserve the best protection we have to offer: We’re committed to investing in the teams and technology to make sure they get it.
Today, people want to watch videos that relate to their interests and passions – whenever they choose, on any device. For some of us, it’s guitar lessons, but for others, it’s baking their own masterpiece alongside experts like How to Cake It. Everyone’s primetime is personal, and what you watch often reflects who you are.
There’s no better place than YouTube to find the creators, music and shows that you love. And that’s why YouTube is #1 in reach and watchtime among ad-supported streaming media, according to Comscore.1
For advertisers, this means being able to reach people who are increasingly cutting the cord. In fact, YouTube now reaches more 18 to 49 year-olds in an average week than all cable TV networks combined.2
Tonight, at our eighth annual Brandcast event, we celebrated the creator, entertainment and music content that audiences love on YouTube. We also showcased new ways we can better help brands reach viewers in an on-demand world.
It’s all about the engagement and results
YouTube is focused on helping brands reach their audiences and drive business impact. To deliver this, we announced that Nielsen Total Ad Ratings (TAR) is now supported on YouTube. This lets brands compare YouTube and TV reach apples-to-apples.
Across the 20 Total Ad Ratings (TAR) studies we’ve commissioned with Nielsen for brands like Colgate and the U.S. Navy, YouTube has consistently driven incremental reach at a more balanced frequency compared to TV.3
And across all Marketing Mix Modeling studies we’ve commissioned from Nielsen in the past two years that measured Google Preferred, we had greater sales per impression than TV in every one of them.4
To give advertisers more opportunities to validate their investments, we announced that Nielsen Catalina Solutions (NCS) Sales Lift will be available for Google Preferred campaigns before the end of 2019. The tool helps brands measure the lift in offline sales for U.S. consumer packaged goods brands, and provide deeper performance insights across audiences, creative and more.
Karate-chopping the paywall: Bringing more YouTube Originals to advertisers
From Hollywood celebrities to top YouTube creators, YouTube Originals deliver the content audiences love. We saw this reflected in last year’s star-powered slate, which amassed over 2.5 billion views across 50 shows like Will Smith's "The Jump" or Liza Koshy’s "Liza on Demand."5
But some of our best content was still behind the paywall, including “Step Up: High Water,” which achieved unprecedented viewership for its season two premiere, and “Cobra Kai,” the critically acclaimed reboot of the 1984 classic “The Karate Kid.” In its rookie season, “Cobra Kai” received 11 award nominations (including an Emmy nomination), the Golden Tomato Award for Best TV Drama and a 100-percent rating on Rotten Tomatoes – making it the highest-reviewed reboot of all time. And just after its season two premiere last week, which reached 20 million views in six days, Parrot Analytics confirmed Cobra Kai is the most in-demand digital original series in the world right now.6
Today, we announced that all new YouTube Original series and specials will soon be available for fans around the world to watch for free with ads — just like they enjoy other content on the platform. And we are excited to confirm this includes the renewal of “Cobra Kai” for season three.
This gives advertisers more opportunities to engage with a broader audience, drive meaningful results and align with top Hollywood talent and YouTube creators.
Our new slate builds upon the success of our first two years. We’re continuing to focus on stories that delight us from our favorite personalities, inspire us through rich cultural moments and educate us on topics that matter. From returning hits like “Kevin Hart: What the Fit” and “Liza on Demand” to new shows — with Dude Perfect, Markiplier and a top secret project with Justin Bieber — the slate celebrates the diversity, authenticity and spirit characteristic of the YouTube community.
YouTube Originals will be available to advertisers through bespoke sponsorships or Google Preferred lineups.
More music live streams, more opportunities for brands
Last month, YouTube’s live stream of Coachella's first weekend was the most viewed yet, earning over 82 million live views — an increase of over 90 percent compared to 2018.7
After nine years of success in the desert, we’re doubling down on music festivals, starting with a new two-year partnership to live stream Lollapalooza this August. In addition to the curated live stream over the four-day festival, for the first time ever, fans will get additional custom content that gives them unique access to the festivals' artists.
These key moments in music, along with other cultural events like YouTube FanFest, provide more opportunities to reach audiences with the content they are most passionate about.
To help advertisers better reach their audience, we’re evolving our Google Preferred offering to reflect changing viewing habits, and help advertisers connect with those viewers where they are.
Our proprietary algorithm, the P-Score, looks at the popularity and viewer passion of specific content — things like the amount of repeat views and how often videos are shared to keep Google Preferred Lineups fresh. It also draws on protection, which places a greater emphasis on content suitability where Google Preferred Lineup ads will only serve on videos that are reviewed first by machine classifiers, then verified by humans.
Tonight, we shared that we’re adding two new ways to help the P-Score be even more useful to brands. There’s platform (for videos frequently watched on larger screens) and production (for content that has higher production values like advanced camera work or sound quality) to bring more high-quality inventory into Google Preferred.
Where our TV offering is going and how it’s growing
Our TV offering comes in two parts: The first is YouTube on TV screens, which is the YouTube app optimized for Internet-connected TVs. Tonight, we shared that connected TVs represent our fastest growing screen, where watch time now tops 250 million hours per day.8
The second is YouTube TV, which launched two years ago to give people a new and reimagined way to enjoy cable-free live TV along with the best of YouTube content. Now with over 70 broadcast and cable channels, YouTube TV is available nationwide and will be accessible as a standalone lineup in Google Preferred this upfront season. This change, along with audience guarantees and show-level exclusions, allows advertisers to zero in on live and on-demand inventory. And most importantly, brands can go beyond demographics to reach audiences based on their interests – just like with the core Google Preferred offerings.
For today's viewers, primetime is personal. With this expanded offering, advertisers and brands can reach and influence audiences on proven platforms like YouTube.
Check out #Brandcast to see highlights from the night.
1 Comscore OTT Intelligence and Custom Reporting based on Total Home Panel, September 2018, U.S
2 Google commissioned Nielsen study, U.S., May 2018. People age 18-49. Average weekly reach for Cable TV and YouTube (includes mobile, desktop, and living room devices)
3 "Nielsen Total Ad Ratings (TAR) Meta Analysis, including all 20 TAR US studies inclusive of YouTube in-app traffic commissioned by Google running from January 2018 to March 2019 across desktop, mobile and TV. Incremental Reach Value calculated as YouTube’s on-target incremental reach / YouTube’s Total on-target Reach. Standard Deviation 22%. On Target Frequency calculated as On Target Impressions / On Target Reach. Standard Deviation 6.5
4 Commissioned Nielsen MMM Meta-Analysis, US 2017-2018. Base: all the studies Google commissioned in 2017 and 2018 where Google Preferred Lineups was measurable, a total of 20 MMM across 3 categories. Count based on incremental offline retail sales measured as two-tailed significance > 90%. Effectiveness is defined as incremental sales per impression. Incremental offline retail sales measured for TV represents average across all TV broadcasters. calculated as On Target Impressions / On Target Reach. Standard Deviation 6.5
5 YouTube Originals YouTube Analytics, Global, Jan 2018-Dec 2018
8 YouTube Internal Data, Global, March 2019. Based on 90 day average of WatchTime for Living Room Devices, which include smart TVs, Roku/Apple TV, and game consoles
In celebration of Earth Day, we’re spotlighting some of the many creators who help the planet shine a little brighter every day. Here are six who are leading the trends around sustainable fashion, living and clean beauty today.
Sustainable Fashion
Many people are beginning to take a closer look at what they’re wearing these days - not just to make sure that their look is on trend but to examine its potential impact on the environment. Sustainable fashion haul videos have increased by over 1,300% this year! As shoppers are looking to fill their closets in different ways, they’re turning to YouTubers to help figure out how.
Justine Leconte is a French fashion designer who’s become a leading voice in the growing trend of sustainable fashion. Her channel gives viewers tips on how to shop for sustainable fashion and how to build a sustainable wardrobe on a budget. Justine has over 500,000 subscribers, 40% of whom subscribed just last year.
Since 2018, we’ve seen a 13x view increase on sustainable haul videos, and creators are uploading these types of videos 190% more every year. In a vintage twist, UCLA film student Ashley has found an audience of more than one million subscribers with a thrifting-focused channel called Bestdressed.
Sustainable culture isn’t just about looking good; it’s also about living thoughtfully in all facets of life. From minimalists to tiny homes, van living to the zero waste community, sustainable lifestyles are on the rise at YouTube. Views for videos that provide tips for living a more eco-friendly lifestyle doubled in 2018 compared to 2017.
One of the creators driving this trend is Canadian Candace Hutchings and her channel the Edgy Veg. Now with over 300K subscribers, she’s introduced to her audience a revolutionary new way to approach vegetarian and vegan cuisine, as well as shown the benefits of zero-waste living.
Meanwhile, Austin-based creator Shelby is a self-described eco-realist who uses her channel Shelbizleee to showcase “zero-waste swaps.” She gives helpful everyday tips on how to replace our most commonly used items with sustainable options to lead a less wasteful lifestyle.
And other channels on YouTube (#Vanlife and #TinyHome) go even bigger than daily zero-waste tips to a complete overhaul of how we think about our homes.
Over 400K subscribers follow the adventures of Jinti Fell as the Australian family travels across the world in a van. The channel exemplifies the tiny home/van life ethos, a movement dedicated to reducing one’s footprint economically and materially to the bare minimum one needs to live.
Clean Beauty
Beauty creators and viewers are also looking to cleaner and healthier alternatives for their go-to beauty products. There's a lot to unpack given there's no global standard: the EU has banned 1,328 chemicals from cosmetics, but in the U.S., it’s only 11. Still, last October we saw a 7x increase in monthly views of videos with Clean Beauty in the title.
One creator in this space to watch is Allana Davison, a beauty and lifestyle vlogger with over half a million subscribers. She’s dedicated videos on how to do a full face using purely 100% clean beauty products.
Allana and all the other YouTubers forging ahead in sustainability have not only found a way to minimize their own environmental impact, but they've also inspired others to do the same. Mother and entrepreneur Krystn Keller was already a fan of clean beauty when grappling with how to help her son Elliot, who suffered from severe eczema over his entire body. His skin condition was debilitating to the point where he missed developmental milestones. Determined to find a solution, she began watching soap-making tutorials on YouTube (i.e. The Soap Queen) and learned how to make her own soap. After several months of trial and error, she found the perfect formula that not only helped her son, but also inspired her to create her own business, Keller Works. She now sells clean soap products in stores across her home state of Alabama and online.
Whether it’s a tiny swap or a big life change, we can look to YouTubers across the world to motivate us, teach us, and guide us on our way to a more sustainable life.
For the first time ever, YouTube will keep the cameras rolling for Coachella Weekend 2 with the exclusive second weekend live stream of the festival! After a record-breaking Weekend 1 live stream earning over 82 million live views — an increase of over 90% compared to views in 2018 —Weekend 2 will feature “Coachella Curated,” a new curated live stream of performances sponsored by Pantene & CALVIN KLEIN in the U.S., and Garnier and Coca-Cola in Canada. YouTube is making sure no one misses out on the action, bringing all of the “can’t miss” moments from the desert to music fans all over the world through the immersive live stream available to fans wherever they are.
First-Ever Weekend 2 Coachella Curated and Yuma Tent Live Streams (April 19-21)
Coachella Curated, hosted by Jason Bentley from KCRW, along with special guests, and available to live stream on Coachella’s YouTube Channel on any screen (desktop, mobile and living room) and within the YouTube Music app, will take a deep dive into the festival experience and deliver fans a slate of original content. Weekend 2’s curated live stream features select songs and performances from both weekends, artist interviews and commentary, mini-docs, animated adventures and more.
Coachella Curated trains its sights on artists from across the line-up and captures them both onstage and at home — spanning the globe to share stories from the homes of performers like Billie Eilish, Cola Boyy, Idris Elba, RÜFÜS DU SOL, Calypso Rose, Bob Moses, Mr Eazi, and Nina Kraviz. These traveling tales, filmed on six continents with festival founder Paul Tollett, offer a unique look at the international energy that comes together on the Empire Polo Grounds before beaming back out via YouTube.
Confirmed artists appearing in the Coachella Curated live stream display the diversity of talent taking the stage in Indio, from emerging artists Little Simz and Cola Boyy to headliner performers. The multi-genre musical menu also offers chart-toppers, such as Bad Bunny, Jaden Smith, Tame Impala, Billie Eilish, and SOFI TUKKER; festival favorites Bob Moses, Mac DeMarco and RÜFÜS DU SOL; and DJ heroes Dillon Francis, and Nina Kraviz. American acts Maggie Rogers, Khruangbin and Tierra Whack add female-fronted flavors of rock, pop, hip-hop and R&B, while international acts BLACKPINK, Los Tucanes De Tijuana, Calypso Rose, Christine and the Queens, Mr Eazi and Burna Boy showcase the borderless taste and boundary-less sounds of Coachella 2019.
Weekend 2 will also tap into the energy of the Yuma Tent, Coachella’s deep desert disco, broadcasting, for the first time, full DJ sets on a second dedicated channel. The Yuma stream will feature sets by Idris Elba, Guy Gerber, Nicole Moudaber, Deep Dish, Nocturnal Sunshine, and more.
Tune in April 19 - 21 starting at 5 p.m. PDT for an all-new Coachella streaming experience on Coachella’s YouTube Channel on any screen (desktop, mobile and living room) and within the YouTube Music app.
Relive Weekend 1 Through Video On Demand Performances and Interviews
Fans can also relive some of the jaw-dropping performances from Weekend 1, the most viewed Coachella live stream ever, with performance clips hosted on the Coachella YouTube channel and in YouTube Music, featuring performances from Ariana Grande, Janelle Monae, The 1975, Kacey Musgraves and more.
Also not to be missed are Weekend 1 interviews from 19-year-old robot, Miquela who spoke with J Balvin, King Princess, and JPEGMAFIA — all of which will air during the Weekend 2 live stream. Miquela spent Weekend 1 hanging out at the YouTube Music lounge as seen here and here. Tune into @youtubemusic and @lilmiquela on social this weekend for additional coverage.
Experience Coachella Through The YouTube Music App
The YouTube Music app (iOS,Android) will be home to this year’s most complete Coachella music experience with the launch of live streaming. Whether you’re at home on the couch or at the pool in Indio, you can enjoy playlists based on this year’s lineup, such as The Lineup, Hip-Hop, Latin, watch or listen in audio-only mode to the live stream both weekends, and check out performance clips after the festival is over on the Coachella YouTube Music channel.
Subscribe to Coachella’s YouTube channel for up-to-date information on when your favorite artists are streaming live, and follow @youtubemusic on Instagram and Twitter to watch the latest videos and relive past moments.
