It's undeniable that YouTube is where culture happens. It's how people get their news, consume hours of video podcasts, and dive into fandoms that shape the way we see the world. From the U.S. presidential election to the scandals and comebacks of music icons, the platform has been the ultimate stage for what’s captured our attention in 2024.
In its annual Global Culture & Trends Report, released on Tuesday (Dec. 3), YouTube broke down the trending topics and creators that defined the past year. And while there's a plethora of data to parse through, we're going to focus on its U.S. trends list.
In 2024, YouTube cemented its role as the go-to destination for both entertainment and information, particularly in a high-stakes election year that saw the U.S. presidential race dominate the platform’s trending topics. As the most-watched streaming service on televisions worldwide — surpassing giants like Netflix and Disney+ — YouTube has become more than a hub for creators; it’s a source for news. Americans are increasingly turning to online influencers for their news, with 21 percent of U.S. adults and an impressive 37 percent of those under 30 relying on social media personalities for updates, according a Pew study. Of those influencers, nearly half (44 percent) are active on YouTube, underscoring its dominance as a platform where information meets influence.
Pop culture also thrived on YouTube in 2024. From the hype surrounding the Deadpool & Wolverine movie and the viral "Bye Bye Bye" dance challenge that lit up Shorts, to Sabrina Carpenter’s infectious hit that had everyone singing, "That’s that me espresso," the platform amplified the year’s biggest cultural highlights. It also became a hub for video games like Dress to Impress and Helldivers 2, where gamers shared gameplay, tips, fan art, and IRL competitions.
YouTube served as a battleground for commentary on breaking news stories, including the ongoing Sean Combs scandal and the Drake vs. Kendrick Lamar beef that divided the internet, with creators sparking discussions, reactions, and deep dives into the drama. Meanwhile, anime fans rallied around Jujutsu Kaisen, with Gege Akutami’s beloved manga wrapping up its final arc, sparking impassioned fan theories and reactions.
In 2024, indie animation proved its power on YouTube, captivating viewers with its limitless creativity. Projects like The Amazing Digital Circus and Hazbin Hotel showcased the thriving world of independent creators pushing the boundaries of storytelling and visual artistry on the platform — without the backing of a major studio.
The Amazing Digital Circus, with its surreal humor and eye-popping animation, quickly became a viral sensation in just three episodes, inspiring fan art, memes, and endless analysis videos. (Netflix is now licensing the episodes for air the same day they premiere on YouTube.) Vivienne Medrano's Hazbin Hotel, which transitioned from a viral pilot to a full-fledged series, continued to prove that YouTube can be a launchpad for unconventional and bold storytelling.
These successes highlight how YouTube has become a key space for indie animators to connect directly with audiences, bypassing traditional gatekeepers. Fans play a crucial role in the success of these projects, sharing episodes, creating content inspired by the shows, and building dedicated communities. Because of this fan fervor, there's been "a lot more interest from studios in indie animation," Medrano during a panel discussion on this year's YouTube trends at The Paley Museum in New York City on Dec. 3.
In an era increasingly defined by AI, indie animation cemented its place as one of YouTube’s most exciting and impactful trends.
Surprise, surprise: At the forefront of this year's top creators is MrBeast, who cemented his reign as the king of YouTube and viral spectacle with an astounding 329 million subscribers. The Stokes Twins (100 million subscribers) kept audiences entertained with their high-energy pranks.
Sports fans turned to Cristiano Ronaldo's channel, UR · Cristiano (71 million subscribers), which mixes soccer highlights with behind-the-scenes content from one of the game’s biggest stars. Creators like Mark Rober (59.3 million subscribers) and Nick DiGiovanni (21.3 million subscribers) took education and creativity to new heights, respectively, with engineering experiments and culinary adventures that captivated tens of millions.
However, what's notably absent from this list is a significant presence of women creators. Family channel The Trench Family (9.8 million subscribers) and influencer Camilla Araújo (7.9 million subscribers) are the only women represented on the list. (Notebaly, Araújo gained a following after appearing in MrBeast's controversial IRL Squid Game video.)
While women on YouTube have certainly made a huge impact in fields like beauty, gaming, lifestyle, and education, this list reflects a broader trend of men overwhelmingly dominating the platform's most subscribed ranks. This raises important questions about visibility and the support systems for women in the creator field, especially when platforms like YouTube are shaping not just entertainment but cultural conversations.
