According to a story that has often been repeated in the media, Hurley and Chen developed the idea for YouTube during the early months of 2005, after they had experienced difficulty sharing videos that had been shot at a dinner party at Chen's apartment in San Francisco. Karim did not attend the party and denied that it had occurred, but Chen remarked that the idea that YouTube was founded after a dinner party "was probably very strengthened by marketing ideas around creating a story that was very digestible".
The choice of the name youtube.com led to problems for a similarly named website, utube.com. That site's owner, Universal Tube & Rollform Equipment, filed a lawsuit against YouTube in November 2006, after being regularly overloaded by people looking for YouTube. Universal Tube subsequently changed its website to www.utubeonline.com.
During that time, the company also went through some organizational changes. In October 2006, YouTube moved to a new office in San Bruno, California. Hurley announced that he would be stepping down as chief executive officer of YouTube to take an advisory role and that Salar Kamangar would take over as head of the company in October 2010. In December 2009, YouTube partnered with Vevo. In April 2010, Lady Gaga's "Bad Romance" became the most-viewed video, becoming the first video to reach 200 million views on May 9, 2010.
Through this period, YouTube tried several new ways to generate revenue beyond advertisements. In 2013, YouTube launched a pilot program for content providers to offer premium, subscription-based channels. This effort was discontinued in January 2018 and relaunched in June, with US$4.99 channel subscriptions. These channel subscriptions complemented the existing Super Chat ability, launched in 2017, which allows viewers to donate between $1 and $500 to have their comment highlighted. In 2014, YouTube announced a subscription service known as "Music Key", which bundled ad-free streaming of music content on YouTube with the existing Google Play Music service. The service continued to evolve in 2015 when YouTube announced YouTube Red, a new premium service that would offer ad-free access to all content on the platform (succeeding the Music Key service released the previous year), premium original series, and films produced by YouTube personalities, as well as background playback of content on mobile devices. YouTube also released YouTube Music, a third app oriented towards streaming and discovering the music content hosted on the YouTube platform.
The company also attempted to create products appealing to specific viewers. YouTube released a mobile app known as YouTube Kids in 2015, which was designed to provide an experience optimized for children. It features a simplified user interface, curated selections of channels featuring age-appropriate content, and parental control features. Also in 2015, YouTube launched YouTube Gaming—a video gaming-oriented vertical and app for videos and live streaming, intended to compete with the Amazon.com-owned Twitch. The company was attacked in April 2018, when a shooting occurred at YouTube's headquarters in San Bruno, California, which wounded four and resulted in the death of the shooter.
By February 2017, one billion hours of YouTube videos were being watched every day, and 400 hours worth of videos were uploaded every minute. Two years later, the uploads had risen to more than 500 hours per minute. During the COVID-19 pandemic, when most of the world was under stay-at-home orders, usage of services like YouTube significantly increased. Forbes estimated that YouTube accounted for 16% of all internet traffic, as of 2024, up from 11% in 2018 i.e. pre-pandemic. In response to EU officials requesting that such services reduce bandwidth as to make sure medical entities had sufficient bandwidth to share information, YouTube and Netflix said they would reduce streaming quality for at least thirty days as to cut bandwidth use of their services by 25% to comply with the EU's request. YouTube later announced that they would continue with this move worldwide: "We continue to work closely with governments and network operators around the globe to do our part to minimize stress on the system during this unprecedented situation."
After testing earlier in 2021, YouTube removed public display of dislike counts on videos in November 2021, claiming the reason for the removal was, based on its internal research, that users often used the dislike feature as a form of cyberbullying and brigading. While some users praised the move as a way to discourage trolls, others felt that hiding dislikes would make it harder for viewers to recognize clickbait or unhelpful videos and that other features already existed for creators to limit bullying. YouTube co-founder Jawed Karim referred to the update as "a stupid idea", and that the real reason behind the change was "not a good one, and not one that will be publicly disclosed." He felt that users' ability on a social platform to identify harmful content was essential, saying, "The process works, and there's a name for it: the wisdom of the crowds. The process breaks when the platform interferes with it. Then, the platform invariably declines." Shortly after the announcement, software developer Dmitry Selivanov created Return YouTube Dislike, an open-source, third-party browser extension for Chrome and Firefox that allows users to see a video's number of dislikes. In a letter published on January 25, 2022, by then YouTube CEO Susan Wojcicki, acknowledged that removing public dislike counts was a controversial decision, but reiterated that she stands by this decision, claiming that "it reduced dislike attacks."
In 2022, YouTube launched an experiment where the company would show users who watched longer videos on TVs a long chain of short unskippable adverts, intending to consolidate all ads into the beginning of a video. Following public outrage over the unprecedented amount of unskippable ads, YouTube "ended" the experiment on September 19 of that year. In October, YouTube announced that they would be rolling out customizable user handles in addition to channel names, which would also become channel URLs.
In September 2023, YouTube announced an in-app gaming platform called Playables. It was made accessible to all users in May 2024, expanding from an initial offering limited to premium subscribers. In December 2024, YouTube began testing a new multiplayer feature for that service, supporting multiplayer functionality across desktop and mobile devices. As of December 2024 the Playables catalog has over 130 games in various genres including trivia, action and sports.
In December 2024, YouTube introduced new guidelines prohibiting videos with clickbait titles to enhance content quality and combat misinformation. The platform aims to penalize creators using misleading or sensationalized titles, with potential actions including video removal or channel suspension. According to YouTube, this guideline will gradually roll out in India first, but will expand to more countries in the coming months.
On February 14, 2025, YouTube celebrated 20 years since its founding.
In April 2025, YouTube announced an expansion of its efforts to identify and manage AI-generated content that mimics the likeness of creators, artists, and influential figures. This includes detecting AI-generated faces and voices that could be used to deceive viewers. The company is also backing the NO FAKES Act, legislation aimed at addressing the misuse of AI replicas that simulate individuals' images or voices to create harmful content.
YouTube offers different features based on user verification, such as standard or basic features like uploading videos, creating playlists, and using YouTube Music, with limits based on daily activity (verification via phone number or channel history increases feature availability and daily usage limits); intermediate or additional features like longer videos (over 15 minutes), live streaming, custom thumbnails, and creating podcasts; advanced features like content ID appeals, embedding live streams, applying for monetization, clickable links, adding chapters, and pinning comments on videos or posts.
In January 2012, it was estimated that visitors to YouTube spent an average of 15 minutes a day on the site, in contrast to the four or five hours a day spent by a typical US citizen watching television. In 2017, viewers on average watched YouTube on mobile devices for more than an hour every day.
In December 2012, two billion views were removed from the view counts of Universal and Sony music videos on YouTube, prompting a claim by The Daily Dot that the views had been deleted due to a violation of the site's terms of service, which ban the use of automated processes to inflate view counts. That was disputed by Billboard, which said that the two billion views had been moved to Vevo, since the videos were no longer active on YouTube. On August 5, 2015, YouTube patched the formerly notorious behavior which caused a video's view count to freeze at "301" (later "301+") until the actual count was verified to prevent view count fraud. YouTube view counts once again updated in real time. Since September 2019, subscriber counts are abbreviated. Only three leading digits of channels' subscriber counts are indicated publicly, compromising the function of third-party real-time indicators such as that of Social Blade. Exact counts remain available to channel operators inside YouTube Studio.
On November 11, 2021, after testing out this change in March of the same year, YouTube announced it would start hiding dislike counts on videos, making them invisible to viewers. 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. Creators will still be able to see the number of likes and dislikes in the YouTube Studio dashboard tool, according to YouTube.
YouTube has an estimated 14.8 billion videos with about 4% of those never having a view. Just over 85% have fewer than 1,000 views.
YouTube has faced numerous challenges and criticisms in its attempts to deal with copyright, including the site's first viral video, Lazy Sunday, which had to be taken down, due to copyright concerns. At the time of uploading a video, YouTube users are shown a message asking them not to violate copyright laws. Despite this advice, many unauthorized clips of copyrighted material remain on YouTube. YouTube does not view videos before they are posted online, and it is left to copyright holders to issue a DMCA takedown notice pursuant to the terms of the Online Copyright Infringement Liability Limitation Act. Any successful complaint about copyright infringement results in a YouTube copyright strike. Three successful complaints for copyright infringement against a user account will result in the account and all of its uploaded videos being deleted. From 2007 to 2009 organizations including Viacom, Mediaset, and the English Premier League have filed lawsuits against YouTube, claiming that it has done too little to prevent the uploading of copyrighted material.
In June 2007, YouTube began trials of a system for automatic detection of uploaded videos that infringe copyright. Google CEO Eric Schmidt regarded this system as necessary for resolving lawsuits such as the one from Viacom, which alleged that YouTube profited from content that it did not have the right to distribute. The system, which was initially called "Video Identification" and later became known as Content ID, creates an ID File for copyrighted audio and video material, and stores it in a database. When a video is uploaded, it is checked against the database, and flags the video as a copyright violation if a match is found. When this occurs, the content owner has the choice of blocking the video to make it unviewable, tracking the viewing statistics of the video, or adding advertisements to the video.
An independent test in 2009 uploaded multiple versions of the same song to YouTube and concluded that while the system was "surprisingly resilient" in finding copyright violations in the audio tracks of videos, it was not infallible. The use of Content ID to remove material automatically has led to controversy in some cases, as the videos have not been checked by a human for fair use. If a YouTube user disagrees with a decision by Content ID, it is possible to fill in a form disputing the decision.
Before 2016, videos were not monetized until the dispute was resolved. Since April 2016, videos continue to be monetized while the dispute is in progress, and the money goes to whoever won the dispute. Should the uploader want to monetize the video again, they may remove the disputed audio in the "Video Manager". 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.
The next year, the site celebrated its "100th anniversary" with a range of sepia-toned silent, early 1900s-style films, including a parody of Keyboard Cat. In 2012, clicking on the image of a DVD next to the site logo led to a video about a purported option to order every YouTube video for home delivery on DVD. In 2013, YouTube teamed up with satirical newspaper company The Onion to claim in an uploaded video that the video-sharing website was launched as a contest which had finally come to an end, and would shut down for ten years before being re-launched in 2023, featuring only the winning video. The video starred several YouTube celebrities, including Antoine Dodson. A video of two presenters announcing the nominated videos streamed live for 12 hours.
In 2014, YouTube announced that it was responsible for the creation of all viral video trends, and revealed previews of upcoming trends, such as "Clocking", "Kissing Dad", and "Glub Glub Water Dance". The next year, YouTube added a music button to the video bar that played samples from "Sandstorm" by Darude. In 2016, YouTube introduced an option to watch every video on the platform in 360-degree mode with Snoop Dogg.
In early 2018, Cohen began hinting at the possible launch of YouTube's new subscription music streaming service, a platform that would compete with other services such as Spotify and Apple Music. On May 22, 2018, the music streaming platform named "YouTube Music" was launched for people who mostly listen to music on YouTube.
On November 1, 2022, YouTube launched Primetime Channels, a channel store platform offering third-party subscription streaming add-ons sold a la carte through the YouTube website and app, competing with similar subscription add-on stores operated by Apple, Prime Video and Roku. The add-ons can be purchased through the YouTube Movies & TV hub or through the official YouTube channels of the available services; subscribers of YouTube TV add-ons that are sold through Primetime Channels can also access their content via the YouTube app and website. A total of 34 streaming services (including Paramount+, Showtime, Starz, MGM+, AMC+ and ViX+) were initially available for purchase.
In September 2020, YouTube announced that it would be launching a beta version of a new platform of 15-second videos, similar to TikTok, called YouTube Shorts. The platform was first tested in India but as of March 2021 has expanded to other countries including the United States with videos now able to be up to 1 minute long. The platform is not a standalone app, but is integrated into the main YouTube app. Like TikTok, it gives users access to built-in creative tools, including the possibility of adding licensed music to their videos. The platform had its global beta launch in July 2021.
In 2018, YouTube started testing a new feature initially called "YouTube Reels". The feature was nearly identical to Instagram Stories and Snapchat Stories. YouTube later renamed the feature "YouTube Stories". It was only available to creators who had more than 10,000 subscribers and could only be posted/seen in the YouTube mobile app. On May 25, 2023, YouTube announced that they would be shutting down this feature on June 26, 2023.
YouTube VR allows for access to all YouTube-hosted videos, but particularly supports headset access for 360° and 180°-degree video (both in 2D and stereoscopic 3D). Starting with the Oculus Quest, the app was updated for compatibility with mixed-reality passthrough modes on VR headsets. In April 2024, YouTube VR was updated to support 8K SDR video on Meta Quest 3.
YouTube, a video sharing platform, has faced various criticisms over the years, particularly regarding content moderation, offensive content, and monetization. YouTube has faced criticism over aspects of its operations, its recommendation algorithms perpetuating videos that promote conspiracy theories and falsehoods, hosting videos ostensibly targeting children but containing violent or sexually suggestive content involving popular characters, videos of minors attracting pedophilic activities in their comment sections, and fluctuating policies on the types of content that is eligible to be monetized with advertising.
YouTube has also been blocked by several countries. As of 2018, public access to YouTube was blocked by countries including Since its founding in 2005, the American video-sharing website YouTube has been faced with a growing number of privacy issues, including allegations that it allows users to upload unauthorized copyrighted material and allows personal information from young children to be collected without their parents' consent.
In September 2024, the YouTube has been censored, filtered, or banned for a variety of reasons, including:
Access to specific videos is sometimes prevented due to copyright and intellectual property protection laws (e.g. in Germany), violations of hate speech, and preventing access to videos judged inappropriate for youth, which is also done by YouTube with the YouTube Kids app and with "restricted mode". Businesses, schools, government agencies, and other private institutions often block social media sites, including YouTube, due to its bandwidth limitations and the site's potential for distraction.
Reports emerged that since October 2019, comments posted with Chinese characters insulting the Chinese Communist Party (共匪 "communist bandit" or 五毛 "50 Cent Party", referring to state-sponsored commentators) were being automatically deleted within 15 seconds.
Private individuals and large production corporations have used YouTube to grow their audiences. Indie creators have built grassroots followings numbering in the thousands at very little cost or effort, while mass retail and radio promotion proved problematic. Concurrently, old media celebrities moved into the website at the invitation of a YouTube management that witnessed early content creators accruing substantial followings and perceived audience sizes potentially larger than that attainable by television. While YouTube's revenue-sharing "Partner Program" made it possible to earn a substantial living as a video producer—its top five hundred partners each earning more than $100,000 annually and its ten highest-earning channels grossing from $2.5 million to $12 million—in 2012 CMU business editor characterized YouTube as "a free-to-use ... promotional platform for the music labels." In 2013 Forbes' Katheryn Thayer asserted that digital-era artists' work must not only be of high quality, but must elicit reactions on the YouTube platform and social media. 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.
Observing that face-to-face communication of the type that online videos convey has been "fine-tuned by millions of years of evolution", TED curator Chris Anderson referred to several YouTube contributors and asserted that "what Gutenberg did for writing, online video can now do for face-to-face communication." Anderson asserted that it is not far-fetched to say that online video will dramatically accelerate scientific advance, and that video contributors may be about to launch "the biggest learning cycle in human history." In education, for example, the Khan Academy grew from YouTube video tutoring sessions for founder Salman Khan's cousin into what Forbes' Michael Noer called "the largest school in the world", with technology poised to disrupt how people learn. YouTube was awarded a 2008 George Foster Peabody Award, the website being described as a Speakers' Corner that "both embodies and promotes democracy." The Washington Post reported that a disproportionate share of YouTube's most-subscribed channels feature minorities, contrasting with mainstream television in which the stars are largely white. A Pew Research Center study reported the development of "visual journalism", in which citizen eyewitnesses and established news organizations share in content creation. The study also concluded that YouTube was becoming an important platform by which people acquire news.
YouTube has enabled people to more directly engage with government, such as in the CNN/YouTube presidential debates (2007) in which ordinary people submitted questions to U.S. presidential candidates via YouTube video, with a techPresident co-founder saying that Internet video was changing the political landscape. Describing the Arab Spring (2010–2012), sociologist Philip N. Howard quoted an activist's succinct description that organizing the political unrest involved using "Facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the world." In 2012, more than a third of the U.S. Senate introduced a resolution condemning Joseph Kony 16 days after the "Kony 2012" video was posted to YouTube, with resolution co-sponsor Senator Lindsey Graham remarking that the video "will do more to lead to (Kony's) demise than all other action combined."
Conversely, YouTube has also allowed government to more easily engage with citizens, the White House's official YouTube channel being the seventh top news organization producer on YouTube in 2012 and in 2013 a healthcare exchange commissioned Obama impersonator Iman Crosson's YouTube music video spoof to encourage young Americans to enroll in the Affordable Care Act (Obamacare)-compliant health insurance. In February 2014, U.S. President Obama held a meeting at the White House with leading YouTube content creators not only to promote awareness of Obamacare but more generally to develop ways for government to better connect with the "YouTube Generation". Whereas YouTube's inherent ability to allow presidents to directly connect with average citizens was noted, the YouTube content creators' new media savvy was perceived necessary to better cope with the website's distracting content and fickle audience.
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. TED curator Chris Anderson described a phenomenon by which geographically distributed individuals in a certain field share their independently developed skills in YouTube videos, thus challenging others to improve their own skills, and spurring invention and evolution in that field. 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.
Prior to 2020, Google did not provide detailed figures for YouTube's running costs, and YouTube's revenues in 2007 were noted as "not material" in a regulatory filing. In June 2008, a Forbes magazine article projected the 2008 revenue at $200 million, noting progress in advertising sales. In 2012, YouTube's revenue from its ads program was estimated at $3.7 billion. In 2013, it nearly doubled and estimated to hit $5.6 billion according to e-Marketer, while others estimated $4.7 billion. The vast majority of videos on YouTube are free to view and supported by advertising. In May 2013, YouTube introduced a trial scheme of 53 subscription channels with prices ranging from $0.99 to $6.99 a month. The move was seen as an attempt to compete with other providers of online subscription services such as Netflix, Amazon Prime, and Hulu.
Google first published exact revenue numbers for YouTube in February 2020 as part of Alphabet's 2019 financial report. According to Google, YouTube had made US$15.1 billion in ad revenue in 2019, in contrast to US$8.1 billion in 2017 and US$11.1 billion in 2018. YouTube's revenues made up nearly 10% of the total Alphabet revenue in 2019. These revenues accounted for approximately 20 million subscribers combined between YouTube Premium and YouTube Music subscriptions, and 2 million subscribers to YouTube TV.
YouTube had $29.2 billion ads revenue in 2022, up by $398 million from the prior year. In Q2 2024, ad revenue rose to $8.66 billion, up 13% on Q1.
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 government demanded assurances that its advertising would "be delivered safely and appropriately". 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. Google stated that it had "begun an extensive review of our advertising policies and have made a public commitment to put in place changes that give brands more control over where their ads appear". In early April 2017, the YouTube channel h3h3Productions presented evidence claiming that a Wall Street Journal article had fabricated screenshots showing major brand advertising on an offensive video containing Johnny Rebel music overlaid on a Chief Keef music video, citing that the video itself had not earned any ad revenue for 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.
On April 6, 2017, YouTube announced that to "ensure revenue only flows to creators who are playing by the rules", it would change its practices to require that a channel undergo a policy compliance review, and have at least 10,000-lifetime views, before they may join the YouTube Partner Program.
YouTube's policies restrict certain forms of content from being included in videos being monetized with advertising, including videos containing violence, strong language, sexual content, "controversial or sensitive subjects and events, including subjects related to war, political conflicts, natural disasters and tragedies, even if graphic imagery is not shown" (unless the content is "usually newsworthy or comedic and the creator's intent is to inform or entertain"), and videos whose user comments contain "inappropriate" content. In 2013, YouTube introduced an option for channels with at least a thousand subscribers to require a paid subscription for viewers to watch videos. In April 2017, YouTube set an eligibility requirement of 10,000 lifetime views for a paid subscription. On January 16, 2018, the eligibility requirement for monetization was changed to 4,000 hours of watch-time within the past 12 months and 1,000 subscribers. The move was seen as an attempt to ensure that videos being monetized did not lead to controversy, but was criticized for penalizing smaller YouTube channels.
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 majority of YouTube's advertising revenue goes to the publishers and video producers who hold the rights to their videos; the company retains 45% of the ad revenue. In 2010, it was reported that nearly a third of the videos with advertisements were uploaded without permission of the copyright holders. 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. On March 20, 2019, Nintendo announced on Twitter that the company will end the Creators program. Operations for the program ceased on March 20, 2019.
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