This week on The IAB UK Podcast, James kicks off a special two-part miniseries in partnership with YouTube. In Episode 1, he’s joined by Roya Zeitoune, YouTube’s Head of Culture & Trends for EMEA, to explore how YouTube went from a simple clip of “Me at the zoo” to becoming a global cultural phenomenon.

They unpack how creators have reshaped entertainment, music and sport; discuss what brands can learn from authentic creator collaborations; and explore the latest YouTube tools helping marketers stay culturally connected

Twenty years on, YouTube sits at the epicentre of culture and the lessons for brands have never been clearer.

Listen, comment, and subscribe to make sure you don't miss Episode 2 of this IAB UK Podcast x YouTube miniseries.

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Sources: 

1. https://www.guinnessworldrecords.com/world-records/107048-first-video-to-receive-one-billion-views
2. https://www.searchenginejournal.com/seo/meet-search-engines/
3. https://www.youtube.com/trends/report/
4. According to a survey conducted by Kantar, 78% of surveyed viewers in the United Kingdom agree that YouTube has the most trusted creators and 78% agree that YouTube has the most trusted creator content, outperforming the average of other online platforms (60%), which includes Facebook, Instagram, TikTok, and Snapchat.
5. Google/Kantar, Future of Video, n=1006 YouTube viewers, n=2180 weekly video viewers 18-64 (UK), fielded from (3/13/25-4/7/25). Competitive set includes 10 market competitors: Linear TV, Netflix, Disney+, Amazon Prime Video, Now TV, Apple TV+, Facebook, Instagram, TikTok, Snapchat.
6. https://bangeri.com/2025/01/28/the-science-behind-gen-zs-love-for-engaging-brand-communities
7. According to a survey conducted by Kantar, 78% of surveyed viewers in the United Kingdom agree that YouTube has the most trusted creators and 78% agree that YouTube has the most trusted creator content, outperforming the average of other online platforms (60%), which includes Facebook, Instagram, TikTok, and Snapchat. Google/Kantar, Future of Video, n=1006 YouTube viewers, n=2180 weekly video viewers 18-64 (UK), fielded from (3/13/25-4/7/25). Competitive set includes 10 market competitors: Linear TV, Netflix, Disney+, Amazon Prime Video, Now TV, Apple TV+, Facebook, Instagram, TikTok, Snapchat.
8. https://www.edisonresearch.com/youtube-is-the-preferred-podcast-listening-service/
9. https://www.buzzsprout.com/blog/podcast-statistics

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