Canada's Cultural Pulse: How YouTube Connects, Inspires, and Transforms
This year marks YouTube’s 20th anniversary, and over the past two decades, YouTube has transformed culture through video and built a thriving creative economy. During that time we've seen incredible Canadian talent—from educators and comedians, to gamers and musicians—turn their passions into thriving businesses, enriching Canada's culture along the way. The latest impact report from Oxford Economics shows just how much impact they're making: YouTube's creative ecosystem contributed over 1.8 billion CAD to Canada's GDP in 2024, and supported more than 35,000 full-time equivalent (FTE) jobs.
At YouTube, we believe in sharing success. In 2007, YouTube began sharing more than half of advertising revenue directly with creators, breaking down the traditional barriers to entry. Since then, we’ve helped fuel creators to build real, sustainable businesses, hire teams, and contribute directly to Canada's economy. Through the YouTube Partner Program, creators receive 55% of the revenue generated from ads and YouTube Premium subscriptions.
YouTube is a launchpad for Canadian entrepreneurs, connecting them with audiences both at home and around the world, and helping them transform their passions into successful careers and global brands. As the home to unique voices and an array of content spanning across sectors and interests, the opportunities are endless.
Take Sandra Kwon, better known as Jeenie.Weenie on YouTube. What started as a fun creative outlet to share her hilarious flight attendant stories and comedic skits has grown into a massive brand with over 12 million subscribers worldwide. Thanks to her success on YouTube, Sandra now runs a business supported by a seven-person team, with plans to expand even further.
Another great example is McCann Dogs, a family-run dog training business with over 43 years of experience, who also discovered a global audience through YouTube. By sharing helpful training advice on their channel, they've attracted customers from around the world, with an astonishing 90% of their sales now coming directly through YouTube.
Then there's Canadian musician Chani Nattan, who used YouTube to elevate Punjabi music onto the global stage. When his song "Daku" unexpectedly went viral, racking up over 200 million views, his channel soared past 1 million subscribers. This success opened doors to international tours and performances at events like the 2025 JUNOS.
Canadians consistently turn to YouTube as a free and accessible resource to learn new things and develop their technical and professional skills. In fact, 94% of users report using the platform to find information and knowledge. Canadian creator, Alexandra Gater built her popular channel around a simple yet brilliant idea: beautiful, budget-friendly home makeovers for renters and first-time homeowners. Her content has evolved from quick DIY clips to highly polished makeover guides, attracting over 837,000 subscribers worldwide. Another powerful example is Midas, who transformed his passions for fitness and gaming into thriving businesses. Through his three YouTube channels, he shares a unique blend of content that inspires and educates a global audience. His willingness to experiment with different platform features, including YouTube Shorts, helped him gain over 200,000 subscribers in just five months. YouTube has given Midas the freedom to build a business around the practical, passion-fueled content his audience loves, on his own terms.
YouTube is also a powerful force for cultural exchange, enabling creators to share their cultures with the world and connect with audiences to create an even stronger sense of community. This is especially true within Canada, with a rich cultural mosaic and regional diversity that is celebrated and showcased by creators across the country. A remarkable 75% of Canadian users agree that they value the diverse content and perspectives they discover on YouTube. Take Kimia R., Kourosh Z., and Iman D.—the Vancouver-based trio behind the highly successful Farsi-language YouTube channels Mia Plays and Kouman. Their lively vlogs, fun challenges, and everyday life snippets sharing their Persian culture has cultivated an incredibly loyal, multi-generational fanbase and community across the globe.They also plan to use AI to share their lives and culture with an even wider audience.
This new report truly demonstrates what we're witnessing across the country: Canadian creators are not just making videos; they help shape our economy and our culture by sharing their unique stories on the platform. They are the entrepreneurs, the storytellers, and the innovators of today and tomorrow. We are incredibly proud to be part of their journey as they continue to thrive on YouTube and make a profound, positive impact throughout Canada.
Visit yt.be/impact to explore Canada’s creator economy and meet more of the Canadian creators behind the numbers.
