YouTube marks 20 years as top platform for influencer spend

A new white paper from Kolsquare identifies YouTube as the dominant platform for influencer marketers, marking its 20th anniversary.

The report, entitled "YouTube at 20: The Future of Influence is Here," draws on analysis of data across all major social networks and finds that YouTube leads in user numbers, Earned Media Value (EMV), range of content formats, and projected return on investment for brands in 2025.

According to Kolsquare, YouTube now reaches 2.476 billion active users globally, more than any other social media network. Viewers are spending an increasingly significant amount of time on the platform: over 1 billion hours of YouTube content are watched daily on television screens, highlighting a shift from mobile to TV-based viewing. The report cites industry predictions that YouTube could surpass Disney this year to become the world's largest media company.

Despite YouTube hosting fewer influencers compared to some competitors—343,338 influencers with 5,000 followers or more, compared to 2,567,031 on Instagram and 1,536,894 on TikTok—the platform commands a higher EMV across all influencer tiers. Data from Kolsquare indicates that mega-influencers with over 1 million followers generate an average EMV of GBP £71,839 per post on YouTube, compared to GBP £31,767 on TikTok and GBP £9,907 on Instagram. Top-tier creators with over 3 million followers have an average EMV per post of GBP £249,157, attributed to high-retention, brand-safe storytelling that builds audience trust.

The report also finds that nano-influencers (less than 5,000 followers) on YouTube achieve an average EMV of GBP £1,581 per post, in contrast to GBP £45 on Instagram and GBP £791 on TikTok. Micro-influencers exhibit the highest engagement rates on YouTube, a trend attributed to the platform's discovery algorithms, which prioritise viewer satisfaction over simple watch time.

Quentin Bordage, Founder and Chief Executive Officer of Kolsquare, states, "Heads of YouTube tell us that creators are flocking to the platform, not just for the monetisation, but because it offers such breadth for creativity. From shorts to podcasts, it empowers influencers."

Monetisation on YouTube is driven by the Partner Programme, which allows creators with at least 1,000 subscribers to earn through ad revenue sharing—55% for long-form videos and 45% for shorts—as well as affiliate tools, shopping integrations, and revenue from YouTube Premium based on watch time.

The report highlights YouTube's ability to offer a multi-format content strategy for both creators and brands. YouTube Shorts have reached 70 billion daily views and are becoming a central tool for discovery. At the same time, long-form videos continue to be effective in fostering trust, supporting education, and driving conversions, especially as TV watch time surpasses mobile usage. Podcasts are another rapidly growing segment, with over 1 billion monthly viewers engaging with the platform's podcasting features, providing a multimedia dimension not available on audio-only services.

Bordage further comments on this multi-format approach, "YouTube creates a content journey, with shorts grabbing attention and long-form fostering loyalty while podcasts boost thought leadership."

Brands are increasingly directing their marketing spend to YouTube in light of these results. Kolsquare's case studies detail several collaborations that have yielded strong EMV returns. For example, Samsung worked with clinical psychologist Dr Julie Smith to produce a wellness video that generated EMV of GBP £735,490 and secured over 2.1 million views. Another case saw Manscaped's football campaign in partnership with That's Football and Barfieboy generate more than GBP £250,430 in EMV over six months. Path of Exile 2's gaming launches alongside TwoAngryGamersTV and Kaif reportedly netted over GBP £80,580 in EMV, with content tailored by creators.

Morgan Lemée, Influencer Strategist at Kolsquare, observes, "This isn't just ad placement — it's co-creation. When brands let creators do what they do best, the results speak for themselves."