As a mother of a nearly seven year old, I see firsthand how YouTube has revolutionised viewing habits, particularly in the younger generations. It can feel like a constant battle to police its viewing in our household. I see both the good (informative videos and tutorials that educate my son and develop his skills in a way that engages him) and bad (addictive, mind numbing or inappropriate content of influencers earning millions whilst pushing viewers to ‘like and subscribe’) side of the platform.
As a media planner and buyer, I have also seen the transformative impact it has had on the media landscape and how we now plan our campaigns.
As YouTube turns 20, let’s look back on the evolution of an entertainment platform and the transformation of an entire industry—ours included.
From Disruption to Domination
When YouTube launched, the media landscape was dominated by traditional TV, print, and radio. Digital advertising was in its infancy, and video ads were mostly confined to Flash-based pop-ups (we remember those nightmares).
Fast forward two decades, and YouTube is now the second-most visited website in the world, with over 2.5 billion logged-in monthly users. It has redefined content, given rise to creator culture, and created an ad ecosystem that's more measurable and arguably more impactful than anything we’ve seen before.
YouTube: A Playground for Performance
One of the most powerful things YouTube brought to advertisers was data. For the first time, we could see who was watching, where they came from, how long they stayed, and what actions they took. That level of precision changed everything.
We moved from demographic assumptions to intent-based targeting. We stopped buying time slots and started buying attention. And thanks to innovations like TrueView, bumper ads, and advanced AI-driven placements, we began to optimise in real time.
This has led to better ROI for our clients, greater flexibility in creative strategy and smarter media planning overall.
Creators Became the New Celebrities
YouTube hasn’t just changed how brands advertise—it changed who they advertise with. The rise of influencers and creators brought a new kind of authenticity to branded content. From beauty tutorials to product reviews to reaction videos to “unboxings,” (my personal least favourite!) These partnerships allowed advertisers to tap into communities in ways spot advertising couldn’t, crafting content to feel native, relevant and personal.
YouTube Shorts & the Future of Vertical
The launch of YouTube Shorts in 2021 was another game-changer. It marked a shift toward mobile-first, snackable content that now competes head-to-head with TikTok and Instagram Reels.
For media buyers, this opened up an entirely new canvas. Vertical video isn’t just a format—it’s a mindset. It’s real-time, raw, and responsive. And as YouTube continues to push Shorts into monetisation, we’re already building campaigns that are short, sharp, and scroll-stopping.
The Next 20 Years
As we look ahead, the future of YouTube advertising is bright. AI-powered creative optimisation, shoppable videos, VR/AR integration, and even creator-led commerce are already reshaping how we think about media buying.
But one thing hasn’t changed: attention is still the most valuable currency in advertising. And YouTube—after two decades—is still one of the best places to earn it.
So, happy 20th birthday YouTube.
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