In 2024, YouTube earned almost as much in advertising revenue as Disney, Paramount, Fox, and NBCUniversal combined, generating $36 billion in advertising and reaching the world’s largest television audience with 200 billion daily views. Last spring, YouTube Music and Premium subscribers exceeded 125 million globally.
This result raises an inevitable question: how is it possible that the world’s largest film industry is now threatened by a consumption model that seems unstoppable?
YouTube is now the leading global advertising channel, surpassing even Netflix in terms of advertising revenue. This dominance is forcing traditional studios to rethink their plans and strategies. YouTube has transformed into a dynamic platform that allows creators to produce content that competes with Hollywood productions.
According to analyst Adi T, “new studios” are emerging, led by creators such as MrBeast, Dude Perfect, and Dhar Mann: impressive production facilities with permanent sets and lower costs than Hollywood.
Power is becoming decentralized: today, the capitals of production are not only Los Angeles and London, but also Greenville and Birmingham. Brands are investing more and more in creator content, recognized as more viral and more relevant to audiences under 35.
The question remains: will the majors be able to attract new talent and reinvent themselves? Or will they have to hand over the reins to a new entertainment order, born not in Hollywood but in the digital universe?
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