1、REPORT 2023How rapid technological change in digital creation and consumption has given new tools to creators and viewers along with the power to shape popular culture in their image.Rapid technological change in media and creativity has given viewers new expectations,and it has also generated oppor

2、tunities for all of us to engage with the things we care about.HAVE ALWAYS HAD A HAND IN SHAPING POPULAR CULTURE BUT IN 2023 THEYVE BEGUN TO DEFINE IT.As multiformat,multi-device consumption becomes the norm,new tools and technologies are democratizing the creative process and enabling bigger,bolder

3、 ideas to become a reality.As a result,were seeing everything from fan-remixed content to AI-enhanced video presenters break through and get millions of views.In online video,new tiers of fandom are driving this shift,normalizing these technologies for broad audiences.DavidTheBaker3.7M SUBSCRIBERSDa

4、vid The Baker uses video editing and effects to take his Shorts comedy skits to the next level.This video The Big Fight has had over 7.8 million views.To better understand this changing landscape,the YouTube Culture&Trends team analyzed hundreds of trends and ran surveys with Ipsos in 14 countries,i

5、ncluding the U.S.,the U.K.,Australia,Brazil,Canada,Egypt,France,Germany,India,Indonesia,Japan,Mexico,Saudi Arabia,and South Korea.Respondents were adults who are online,aged 18-44,and Gen Z who are online,aged 18-24.*countries surveyed 14of trends analyzed100sschnooleheletteletto93K SUBSCRIBERSCoach

6、ella3.2M SUBSCRIBERSPiXimperfect4.6M SUBSCRIBERS*These samples are categorized as“people”and“Gen Z,”respectively.New creative tools are emerging daily,from features built into our favorite apps allowing casual users to remix existing content to generative AI enabling new kinds of creativity.As we al