The Heart of Entertainment: Canadians are Choosing YouTube More Than Ever
Last night we hosted Brandcast, YouTube’s annual Upfront event in New York City. The event showcased YouTube’s role as the epicentre of culture, announced exciting new platform updates and celebrated talent like Alex Cooper, Dude Perfect, and Julian Shapiro-Barnum who are redefining the entertainment industry.
And while the show was happening in New York, there’s a similar story here in Canada. In an era of ample entertainment choices, Canadians choose to watch what they love. And more than anywhere else, they are choosing YouTube.
According to new research from Numeris, YouTube is the #1 most watched streaming platform in Canada. 1 And when looking at ad-supported reach, YouTube has the largest reach in Canada. 2
Canadians want to spend their time with our creators—whether that’s diving into apartment makeovers with Alexandra Gater, watching drive-thru taste tests with Shahin, or reliving Justin Bieber’s epic performance at Coachella this year, viewers are choosing YouTube.
For brands, this is about more than just reaching a massive audience; it's about being invited into a space where viewers are already highly engaged and happy to be there.
We also announced new scalable, AI-powered ad products for advertisers to tap into this massive audience:
- Affiliate Partnerships Boost: Lets brands amplify organic content that their products are already tagged in (a win-win for creators too, who earn with YouTube Shopping affiliate links). Early availability in select markets.
- Multimodal Video Creation: Uses Google’s latest AI models including Gemini, Nano Banana, and Veo to move from creative brief to final production with just a few prompts. Global availability in Q3.
- Masthead with Custom Content Shelf: Enhances theYouTube masthead, allowing marketers to curate additional content alongside their hero creative on YouTube’s most prominent placement. Global Beta launch in Q4.
- Buy with GPay: Allows viewers to complete purchases directly on their CTV with just two clicks. Global Beta launch later this year.
- Custom Sponsorships: Uses AI to dynamically surface videos tailored to a brand’s desired moment. Early availability in select markets.
At its core, YouTube is driven by the creators who define today's culture. Their programming is the reason Canadians keep coming back, making us the top destination on every screen.
For brands, there has never been a better time to pull up a chair, engage with these vibrant communities, and invest in the screen that has captured the hearts of Canadians.
