About 96% of Canadian adults use YouTube. YouTube Canada head Andrew Peterson spoke to the Star about regulation, why niche content is now mainstream, and a certain Alberta woodworking channel he’s currently binging:
With 50 billion views on YouTube Shorts, or short-form videos, every single day, YouTube more than holds its own with the traditional record labels and film producers of the world.
Of course, YouTube is also more than a video or advertising platform. Today, it is the bedrock for an entire economy of Let’s Play game streamers, video essayists, documentarians, and up-and-coming musicians. More than a million YouTube creators around the world earn money from the YouTube Partner Program, which splits ad revenue on videos between the platform and approved creators.
Before coming to Canada, you were based entirely in Australia. What made you decide to make the move here? When I look at it, Canada has just been a cultural and content powerhouse for decades and decades. It was a really exciting opportunity to come to Canada, lead the YouTube business, and really accelerate our work with the creator ecosystem here.I think today, the real story is just how the Canadian creator ecosystem is thriving on YouTube. To try and quantify this, Oxford Economics did some research to look at the impact of the YouTube creator ecosystem on the creator economy.
To join the YouTube Partner Program, you need have at least 1,000 subscribers on your channel at that point in time. You either need to have had 4,000 hours of watch time across a collection of all of your videos over the past year, or, when it comes to Shorts, you need to have at least 10 million views across all your Shorts videos over a 90-day period. These are actually pretty achievable numbers for creators to get.
Is there anything that differentiates Canada’s YouTube creators or viewers from other markets you’ve operated in?
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