by Google
YouTube has recently introduced several interesting improvements that could impact both the work of creators and the way viewers consume content. From new analytics tools to creative trends to the new ability to "hype" videos - here's our summary of the most important ones.
How Shorts Discovery Works
YouTube has clarified how the Shorts recommendation system actually works. Videos are recommended based on three main factors:
Viewer interest - this is mainly determined by their previous habits (viewing history). It is recommended to use the Audience tab so that creators can better understand their audience and create content that matches their preferences.
Video performance – attractiveness, engagement and satisfaction of viewers are decisive. Retention graphs can help, showing at what points viewers leave or, conversely, stay with the video. This gives creators the opportunity to purposefully improve the structure and pace of their videos.
External factors – trendy topics, competition or seasonality. Creators should monitor the Trends tab and adapt their content to current demand, increasing the chance that their video will reach a wider audience.
YouTube also debunked some myths, such as that upload frequency does not affect discovery, Shorts created outside the built-in tool are not disadvantaged, and unsuccessful Shorts do not harm the channel. This means that the quality of the content itself and the ability to reach viewers is always more important than the quantity or method of creation.
News in YouTube Studio and Analytics
Creators are getting more data and options that make it easier for them to make decisions and plan content.
Advanced mode in Analytics - offers a more detailed view of data, easy comparison of video or channel performance, and the ability to save your own reports so that creators can quickly return to them.
New viewer metrics - the division into "casual" and "regular" viewers allows better identify who returns to the channel regularly and who needs to be engaged even more, which helps in planning a long-term strategy.
Automatically sync Shorts with music – saves creators time and delivers a more professional result. Just upload photos or clips, select music, and YouTube will automatically create a music-synchronized Short, which can make it easier to experiment with fast formats and trends.
Creative maximalism: a new trend on YouTube
According to the latest report on creative trends, the current phenomenon is the so-called "creative maximalism". This is content that is multi-layered, collaborative, and often built on internet savvy and inside jokes.
Examples: the "Skibidi Toilet" series, the "EPIC: The Musical" project, and various cat meme videos. These formats are proof that even a seemingly absurd or simple idea can grow into a mass trend if it can draw viewers into the story and offer them a space for interaction.
What unites them is strong storytelling that keeps attention and builds fandom. The content naturally develops in discussions and fan communities, which further strengthens its reach. Although no creator can predict success in advance, it turns out that the key to viral content remains a well-told story with a clear emotion or conflict.
Sesame Street is coming to YouTube
Big news for families with children: YouTube has become the official home of the legendary program Sesame Street.
From January 2026, the platform will add the largest digital library of episodes, making hundreds of episodes available to a new generation of viewers. In addition to classics, Sesame Street will also create special content directly for the YouTube audience, bringing the program even closer to the digital habits of today's children.
YouTube and Sesame Workshop plan to collaborate with other creators on edutainment projects that show how to combine learning with creativity. The agreement is a logical step - YouTube is the most watched streaming platform in the US and viewing on TV screens is growing. Sesame Street already generates more than 5 billion views per year, which proves that the brand also has a strong place in the online space.
Hypning videos: a new feature on mobile
One of the latest innovations is the “Hype” feature, which allows viewers to support videos and move them higher in the rankings.
Each viewer gets 3 hypes per week for free. They can only be used on new long videos (within 7 days of upload) from creators with 500 to 500,000 subscribers. Videos earn points and those with the highest number appear in the weekly leaderboard, while smaller creators earn bonus points.
A paid version with the option to purchase more credits is also being tested in some countries. The feature also brings a new dimension of interaction - fans become active co-creators of the success of videos and can directly influence what gets featured. For smaller creators, this is a welcome chance to gain more visibility and reach new audiences faster.
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