How creators are reshaping the American entertainment industry

America’s entertainment industry has entered a new era, one where creators are building businesses, hiring production teams, and reaching global audiences from every corner of the country. The research for this report, commissioned by YouTube and carried out by Public First and Oxford Economics, points to five broad conclusions about the economic, social, and cultural impact creators are having across the country.

1. Creators are powerful economic drivers. In 2024, U.S. creators added over $110 billion to U.S. GDP.
2. Creators are contributing from every corner of the country. All 50 states have at least 10 YouTube channels with over 1 million monthly views.
3. Creators are strengthening the wider entertainment ecosystem. 74% of U.S. creators who say they have a media and entertainment career started that career on YouTube. Further, 77% of businesses that use YouTube agree that YouTube has increased the supply of creative talent in their industry. 
4. Creators are shaping American culture. 79% of U.S. viewers report watching music videos, festivals, or award ceremonies on YouTube in the last year. 
5. Creators are helping Americans deepen their interests and discover new perspectives. 77% of viewers in the U.S. agree that they have expanded their knowledge on a particular interest through YouTube.

Read the full report here.