YouTube now has over 2.5 billion active users globally. It’s clear that in 2025, it will continue to be a dominant force in the digital world, but can we predict what’s to come? With more than 1 billion hours of video watched daily, YouTube is a perfect way for brands to connect with their audiences. But here's the thing: keeping up with the latest YouTube trends is non-negotiable if you want to stay ahead of the competition.

 So, at Navigate Video, we’ve dug deep into what we think will define YouTube in 2025, and uncovered 9 key things that brands need to focus on to boost their channel growth and build real, lasting engagement this year.

1.The right collaborations will drive engagement

61% of Gen Z feel closer to YouTube creators than influencers on any other platform! This sense of authenticity is why creator-brand partnerships continue to thrive, and authentic value-driven partnerships are a key driver of engagement.

What does this mean for You?

Find and invest in creators who resonate with your audience this year and let them use their own style to build viewer connections and brand awareness.

2. AI and Zero-Click Search will change Discovery

With AI-driven and zero-click searches growing, search behaviour is evolving, and video is at the core of it. In fact, 62% of Google results now include video carousels as a priority. So, video is even more important to capture your audience..

What does this mean for You?

Make 2025 the year you optimise your video content for search! Focus on using timestamps, chapters, and optimised metadata to get your content to the top of those search results. 

3. AI tools will expand reach with auto dubbing

Advancements in AI technology look set to continue, as YouTube CEO Neil Mohan hinted that the platform will be launching a whole suite of AI products to empower creators to work smarter (not harder!). Tools like auto-dubbing and real-time translation are going to be key in reducing barriers to international audiences, making multilingual content easier than ever! 

What does this mean for brands?

Dubbing presents a brilliant opportunity for brands to create localised and multilingual content to reach a broader, global audience.  So content can be accessible with diverse audiences, without the extra work. Whilst other tools provide potential to really understand and target the audience you want to.

4. A TikTok Ban & less screen time in 2025 opens up the YouTube Shorts opportunity

With a potential TikTok ban looming in the U.S. on January 19th and a growing cultural shift towards prioritising health and screen time reduction, could users be moving away from platforms like TikTok and Instagram Reels this year? This opens the door for YouTube Shorts to capture more attention, ensuring short-form content remains dominant. 

 Last year Shorts were bringing in 70 million views daily alone. YouTube is already actively enhancing its features to make Shorts creation easier than ever. Its new feature, available to some creators, identifies the most engaging highlights in long form videos and instantly publishes them as standalone 16:9 video.

5. Social Commerce is on the Rise

The social commerce market is exploding! In the UK alone, it’s projected to grow from £7.4 billion in the next 3 years, and YouTube is on that train. YouTube’s shopping features got a major upgrade last year, allowing brands to showcase and sell products directly on their videos and live streams. This year, YouTube is likely to enhance its live-streaming features with new integrations, better monetisation options, and tools for live shopping.

What does this mean for You?

If you’re not already creating shoppable, engaging content to guide viewers from inspiration to purchase, now’s the time to start! Brands now have the ability to turn product placements and live demonstrations into direct sales opportunities. Leverage these features for live product launches, Q&A sessions, webinars, and other interactive experiences to engage audiences and drive sales.

6. Podcasts and Vodcasts will continue to grow

Podcasts are booming, but here’s the twist: 78% of podcast listeners say they’re more likely to access a podcast on YouTube than any other platform. Over the last 5 years, YouTube has developed itself into a multi-media platform offering both audio, visual and social experiences. Vodcasts (video podcasts) offer an added layer of engagement, allowing creators and brands to connect with audiences more deeply through visuals, facial expressions, and on-screen content. Those who leverage YouTube as a multimedia platform, rather than solely focusing on video, will expand their reach and attract larger audiences more quickly.

What does this mean for you?

The rise of podcasts and vodcasts presents a unique opportunity to engage audiences more deeply. So, use your channels to adopt a multi-medium and multi-format strategy that will ultimately outperform competitors. If you’re looking to enter the podcasting space consider the power of video to stand out, add value, and reach new viewers.

7. YouTube will be more present in the Living Room

With over 700 million hours of YouTube content streamed daily on TVs, the platform has become even more significant as a living-room staple. The proof? In December, ITV announced its partnership with YouTube, so broadcasters are already moving to the platform. YouTube’s new Watch With feature now lets creators add their own commentary and analysis to sports content in real time. And, it’s easier than ever to sync from your phone or smart TVs!

What does this mean for you?

This trend demands a shift in your content strategy, as viewers expect more binge-worthy, long-form videos tailored for the big screen. Brands that create immersive and entertaining content for their audience will capitalise on the rise of YouTube as a platform for entertainment experiences that create loyal viewers.

8. YouTube Premium will continue to grow

YouTube Premium subscriptions are growing and so are subscribers expectations. With 100 million subscribers at the end of 2024, YouTube Premium users crave exclusive, high-quality, and ad-free experiences.

What does this mean for you?

Brands need to find new ways to capture the attention of subscribers who aren’t yet watching their ads. Editorial content is your friend here, whether it’s behind-the-scenes footage, or high-quality videos - make sure your brand is giving them something worth paying for!

What does this mean for you?

YouTube Shorts is well-positioned to capture attention and quickly become the new home for short-form content.  It’s a great time to experiment with your short form content strategies to build brand awareness and drive traffic to longer videos or other platforms.

9. YouTube Automation will accelerate, but users will get turned off by it

Exploration and testing in YouTube automation will continue to rise as brands and creators look to drive efficiencies and create content quickly and easily. However, audiences are going to quickly get fed-up of cheap and tacky automated videos and get better at spotting them.

What does this mean for you?

The channels that stay authentic and double down on original ideas within their niche will drive a truer and deeper engagement with audiences in the long term.

Conclusion

It’s clear that in 2025 attention and interest will continue to shift towards YouTube. And there’s a whole heap of opportunities for brands to connect with audiences - through creativity, AI, and commerce. So, whether you're tapping into creator partnerships, optimising for search, or exploring new formats like vodcasts this year, the key is to adapt and evolve.

Ready to kick start your 2025 on YouTube?