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What 20 Years of YouTube Reveals About Creativity’s Future

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Cannes Lions 2025 Keynote

It’s wonderful to be here in Cannes, recognizing the latest in creative storytelling and innovation. I can’t think of a better place to celebrate YouTube’s 20th birthday.

It all began with a 19-second video: “Me at the Zoo.” Then, pioneers like iJustine, Smosh and Philip DeFranco started uploading and solidified “creator” as a dream job for millions around the world.

Video by video, creator by creator, YouTube became a driving force in culture. A place where trends are born, movements are ignited, and creativity is constantly redefined. Anyone with an idea — whether an individual, artist, studio, or brand — can become a creator here.

Today, YouTube is THE epicenter of culture. I’m not talking about forgettable fads or one-hit-wonders we scroll right past. I mean culture with a capital “C.” The place where day after day, year after year, the events, conversations and voices that define the moment break through and leave their mark.

But today isn’t just about celebrating the last 20 years, it’s about casting our vision for the next 20 — and why I believe the next revolution in creativity and brand building will be made on YouTube.

At YouTube, creators have been captivating us since the beginning. In the early days, they uploaded grainy, unscripted videos from their bedrooms. They honed their craft, built communities, and spawned a new creative class.

Today, creators are the startups of Hollywood.

Like most startups, these creators are reimagining the industry that inspired them and creating new jobs for writers, editors, actors and producers. Some are even building state-of-the-art studios.

Take Inoxtag, a creator here in France, who wanted the world to see him climb Mount Everest. He assembled a full crew — screenwriters,, graphic artists, and a lead director.

Last year, his debut documentary, Kaizen, premiered in both cinemas across the country and on YouTube, where it racked up 17 million views in less than 48 hours.

Now these creators  are coming to the biggest screen in the house – the television. Viewers now watch over one billion hours of YouTube on their TVs every day… And for more than half of the top 100 most watched YouTube channels in the world, TV is their most watched screen.

With these audiences in mind, creators are serializing their shows and releasing them in HD, like The Broski Report, a weekly show celebrating pop culture.

Creators are pioneering the new TV… and it doesn’t look like the old TV.

When viewers tune in, they want to watch what matters to them, unconstrained by format, genre or style.

They want to experience the Grand Final of the Eurovision Song Contest, then watch past music performances by their favorite artists. They want to livestream the Cannes Film Festival alongside creators’ red carpet reactions and Palme D’or predictions. They want to watch highlights of the U.S. and France Olympic basketball matchup, followed by a two-hour podcast with a breakdown from NBA legends.

And let’s talk about podcasts, one of the most relevant formats driving culture today. On YouTube alone, one billion viewers are watching podcasts every month.

Rotten Mango, hosted by creator Stephanie Soo, gained over 2 million new subscribers in just a year after she began incorporating video. She’s now topping our new weekly YouTube podcast charts.

Creators clearly have huge cultural power… backed by the relationships they build with their communities of ride-or-die fans. These fandoms don’t just follow culture, they shape it.

And rather than just watching a video, fans put their own unique spin on it. Last fall, Glitch dropped the animated dark comedy series, The Amazing Digital Circus. The pilot episode alone racked up over 300 million views. But the response from fans went even more viral. The songs, memes and spinoff content they created about the show collectively generated 25 billion views.

Fandom itself is becoming a form of creative expression — everything from reaction videos to fan art and more. And one of the easiest ways to jump in is through short form video.

At YouTube, we’re seeing a huge uptick in the amount of people creating — and watching — Shorts.

Today, I’m excited to share a new milestone: YouTube Shorts are now averaging over 200 billion daily views!

One last, critical point about these communities of fans: they don’t just exist online. Fandoms that start on YouTube drive culture in the real world.

In 2013, a group of creators came together over a shared love of gaming, calling themselves the Sidemen. Today, they’re one of YouTube’s largest collectives with more than 150 million subscribers across their channels.

They’ve created their own merchandise lines, opened a physical store, established a fast-food chain, and more. Every year, they compete against other creators in the Sidemen Charity Match. This year, they sold out Wembley Stadium — just like Taylor Swift, Ed Sheeran and BTS.

This explosion of creativity—from fan-made content to real-world moments—proves that fandom is no longer just about consumption; it’s a powerful force steering culture.

Now there’s another important way that creators are showing us what the future looks like: AI.

Like startups, creators are among the earliest adopters and fastest movers when it comes to cutting-edge technology.

I am incredibly excited by the potential of AI tools to empower human creativity.

We’re already seeing this on YouTube. Veo is Google Deepmind’s video generation model which lets you create AI-generated backgrounds and video clips for Shorts. We’ve put this model into the hands of creators with Dream Screen. Last month, Google announced the newest model: Veo 3, which vastly improves video quality and incorporates audio.

Today, I’m proud to share that Veo 3 will be coming to YouTube Shorts later this summer.

I believe these tools will open new creative lanes for everyone to explore. But what’s even more exciting than what you see on the screen, is how AI is helping creatives behind the scenes.

Language, for example, is one of the biggest barriers to growing a global audience. Our Auto Dubbing feature already translates videos across 9 different languages with 11 more coming soon, and dramatically increases the potential audiences a creator or brand can reach.

In the six months since creators started using this feature, we’ve already dubbed more than 20 million videos using AI.

The possibilities with AI are limitless.

A lot can change in a generation. Entertainment itself has changed more in the last two decades than any other time in history. Creators led this revolution.

My bet for the next 20 years? Creators will flip formats, blend genres, and push deeper into the mainstream — as brand ambassadors, big business ventures and visionary storytellers. Communities will continue to surprise us with the power of their collective fandom. And cutting-edge AI technology will push the limits of human creativity.

My biggest bet is that YouTube will continue to be the stage where it all happens. Where anyone with a story to share can turn their dream into a career… and anyone with a voice can bring people together and change the world.

Thanks for being a part of this journey with us.

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Connections Tested as Heartbeat Heats Up in Episode 3

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Heartbeat Watch This Weekend on DStv

Episode 3 of Heartbeat picked up right where the drama left off, and this time, emotions ran even higher as new games, unexpected pairings, and bold choices changed the energy in the Love Pad.

After winning the kissing challenge, Igwe claimed the Love Nest key and chose Toria for a private night together. While the pair shared a cosy evening, the morning after came with mixed feelings. Toria admitted she felt uncomfortable being so exposed on camera and began questioning their connection, while Igwe seemed ready to move on, saying the spark just wasn’t there anymore. Just like that, what looked promising quickly cooled off.

But the house didn’t stay quiet for long. The singles were thrown into the Love Dip game, where everyone picked numbers, and anyone who matched automatically became partners for the night. The random twist led to surprising combinations across the house, forcing some singles to step outside their comfort zones.

Still, not everyone stuck to the rules. Despite being paired with other people, Ken and Latifah couldn’t resist each other. The two quietly slipped away from their assigned partners and ended up cuddling on the couch, proving their connection might be stronger than they’d like to admit.

Elsewhere, different emotions were brewing. Alvin’s calm and unreadable personality left Shekinah confused about where they stood, while Chidera and Kenna grew even closer, deciding to focus solely on each other rather than risk outside distractions. Their decision to “lock in” made them one of the most stable pairs in the house.

Then came a playful but revealing poolside card game, where singles had to complete daring or flirty tasks. From seductive dances to bold moves meant to send messages, the challenge stirred jealousy, laughter, and side-eyes across the group. Feelings were tested in real time, and it became obvious that everyone was still very much exploring their options.

But the biggest moment of the night was the official Heartbeat Game.

In this challenge, each male sat in the “hot seat” while the women had one minute each to impress him using props from a mystery box,  from scarves to feathers and other playful items. The goal was simple: charm, tease, and create a spark. After every round, the men secretly scored each woman over ten.

The woman with the highest total score would win the ultimate prize,  the Love Nest key and the power to choose who she’d spend the night with. One by one, the scores rolled in, and confidence filled the room as the women gave it their all.

When the final results were counted, Latifah came out on top, earning the highest ratings and securing the key. With all the power now in her hands, she had a major decision to make: return to Ken, the connection everyone already knew about, Henri, her new paired partner or Igwe, to explore someone new.

In true Heartbeat fashion, she chose unpredictability. Latifah made a bold decision about who she would take into the Love Nest, leaving Ken visibly stunned and the rest of the house buzzing. But who did she actually pick? Tune in next week to find out.

If Episode 3 proved anything, it’s that comfort zones don’t last long in Heartbeat, and one bold choice can change everything.

Catch Heartbeat every Sunday at 9 pm on Africa Magic Showcase, GOtv Channel 8.

To upgrade, subscribe, or reconnect, download the MyGOtv App or dial *288#. For catch-up and on-the-go viewing, download the GOtv Stream App and enjoy your favourite shows anytime, anywhere.

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From Igwe’s Power Move to Latifa’s Shocking Decision, Episode Three Refuses to Calm Down

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Africa Magic Heartbeat episode 3

Episode three of Africa Magic Heartbeat picked up exactly where the tension left off, and if episode two was about shifting power, this one was about using it.

After winning the “Score the Kiss” challenge, Igwe made his choice and selected Toria to join him in the Love Nest. The decision felt deliberate and a little dangerous, confirming his growing reputation as the wildcard of the season. As the rest of the house watched, it became clear that Igwe was no longer just reacting to attention. He was actively shaping the chaos.

With the Love Nest decided, the remaining singles were left to chance. Numbers were drawn, and new pairings emerged for the night. Alvin found himself paired with Hilda, Queen Latifa with Henri, and Ken with Shekinah. But the pairing that raised eyebrows was Chidera and Kena, who once again picked matching numbers. At this point, it felt less like a coincidence and more like the universe insisting on unfinished business.

The next morning brought a poolside game that quickly turned uncomfortable. When Queen Latifa was asked to suck Igwe’s toe and did so without hesitation, all eyes shifted to Ken. The moment lingered, and the tension was unmistakable.

Things escalated further when it was Igwe’s turn. Asked to walk up to the person he found most attractive and kiss them, he initially moved toward Chidera, clearly enjoying the suspense. At the last second, he switched direction and kissed Queen Latifa instead. The reaction was immediate. Ken later admitted it was difficult to watch, and episode three made it clear that jealousy was no longer subtle.

As the day progressed, it became obvious that some of the earlier pairings were already losing steam. They struggled to find rhythm, except for Chidera and Kena who continued growing closer. Elsewhere, Shekinah appeared to shift her focus toward Igwe, a move that felt less about connection and more about sending a message to Alvin.

Toria, meanwhile, pulled Alvin aside for a heart-to-heart conversation. She openly expressed her discomfort, pointing out that he seemed torn between her and Shekinah. Calling herself possessive and jealous, she asked him to be honest and clear the air. Before the conversation could settle, Shekinah arrived, and the tension became too much. Toria chose to walk away.

As night fell, host Seyitan Atigarin introduced a new Heartbeat challenge centred on seductive dancing. This time, the women took the floor while the men watched and scored. According to Seyitan, the goal was simple: explore, take risks, and avoid locking into early comfort zones. Toria sat out the challenge due to feeling unwell, but the rest of the ladies came prepared.

Queen Latifa dominated the round, repeatedly scoring perfect tens from the men. When the final scores were tallied, she emerged the winner and earned the power to choose who would join her in the Love Nest.

All eyes turned to Ken. But Latifa had other plans.

Instead of choosing familiarity, she announced she wanted fresh blood. The decision landed like a bombshell and brought episode three to a close on a cliffhanger that promised even more disruption.

If episode three proved anything, it is that comfort does not last long on Heartbeat. Power keeps changing hands, jealousy is no longer hidden, and choices are starting to carry real consequences.

Catch the next episode of Heartbeat on Africa Magic Showcase, DStv Channel 151 and GOtv Channel 8, at 9 pm on Sunday. If you missed episode 3, catch up on Showmax, the DStv or GOtv Stream apps or via the Catch Up feature on your decoder.

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Nigerian Record Labels Reject Plans by NCC to Pay Royalties to MCSN

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MCSN

By Adedapo Adesanya

Major Nigerian record labels have kicked against a plan by the Nigerian Copyright Commission (NCC) to disburse music copyright levies to the Musical Copyright Society Nigeria (MCSN).

According to a report by Pulse Nigeria, the opposition is being led by the umbrella body representing several leading Nigerian record labels – Record Label Proprietors Initiative Limited (ReLPI) – an industry group that includes Mavin Records, Chocolate City, and Davido Music Worldwide (DMW) among others.

According to the publication, ReLPI argues that the NCC’s decision to channel the levy solely through MCSN is flawed and does not reflect the structure of rights ownership in sound recordings. MCSN is recognised by the NCC as the only Collective Management Organization (CMO) allowed to license, monitor, and distribute royalties for Musical Works and Sound Recordings in Nigeria.

However, at At the centre of the dispute is the private copying levy, a statutory compensation meant to remunerate rights holders for unauthorised private copying of copyrighted works, such as music copied onto personal devices.

According to ReLPI, sound recording owners—primarily record labels—are major beneficiaries under the law but were not adequately consulted or represented in the proposed distribution framework. They maintained that Section 89(3) of the Copyright Act 2022 allows the NCC to disburse such levies not only to approved collective management organisations (CMOs) but also to other representatives of rights holders.

ReLPI formally raised concerns with the NCC, stressing that MCSN does not have the mandate to collect or distribute royalties on behalf of its members in a letter dated January 21, 2025.

The controversy has also drawn international attention, particularly from the International Federation of the Phonographic Industry (IFPI), which represents record labels worldwide. Pulse Nigeria reported that the body wrote to the NCC on January 22, 2026, urging transparency and fairness in the disbursement process.

IFPI emphasised that the portion of the levy attributable to sound recordings must be paid directly to legitimate rights holders or bodies with a clear and unequivocal mandate to represent them.

Despite these objections, the NCC has reportedly maintained its position, insisting that MCSN remains the only recognised CMO in the Nigerian music sector and will therefore receive the funds. ReLPI members claim they have been informed that the commission intends to proceed with the payment.

Business Post reports that this development has reignited broader debates about governance and transparency in Nigeria’s music copyright ecosystem.

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