YouTube’s Growth Surges In U-K

A recent YouGov survey of U.K. social media users highlights YouTube’s continued dominance, with 28% of respondents reporting increased usage compared to last year. This outpaces Instagram (25%), TikTok (21%), and X (15%). The platform’s growth is particularly pronounced among two key demographics: 38% of Gen Z and a striking 53% of Baby Boomers say they’re using YouTube more in 2025 than in 2024, underscoring its broad appeal across generations.

Capitalizing on this momentum, YouTube is launching an innovative tool to enhance its Shorts platform, specifically targeting a common pain point in creator-driven marketing campaigns. The new Partnership Ads format, designed exclusively for Shorts, introduces co-branded vertical video ads that credit both the content creator and the partnering brand. This addresses a persistent issue in short-form video ecosystems like Shorts and TikTok: when brands post creator content, the creator’s identity—and their audience connection—can get lost, diminishing the campaign’s impact.

With Partnership Ads, YouTube ensures that both the creator’s personal brand and the advertiser’s message are prominently featured, fostering authenticity and recognition. For example, a creator with a loyal following can maintain their visibility even when their content is shared through a brand’s channel, bridging the gap between organic creator influence and commercial objectives. This format is poised to drive mutual growth, enhancing engagement for brands while empowering creators to leverage their audience loyalty more effectively.

The rollout of Partnership Ads reflects YouTube’s broader strategy to refine Shorts as a competitive alternative to TikTok, prioritizing creator-brand collaboration and capitalizing on the platform’s growing user base. As short-form video continues to dominate social media consumption, this move positions YouTube to strengthen its ecosystem, ensuring creators and advertisers alike can maximize reach and impact in a crowded digital landscape.