YouTube has announced its most ambitious set of updates yet at Made on YouTube 2025, unveiling AI-powered creation tools, live-streaming innovations, brand monetisation features, and fresh ways for artists and creators to connect with fans. The platform has emphasised that it has paid out more than $100 billion to creators, artists, and media companies globally over the past four years, underscoring the scale of its creator economy.
AI-powered creation
New features like Edit with AI and Speech to Song have transformed Shorts creation by turning raw footage into polished first drafts and even converting dialogue into soundtracks. In India and select markets, Edit with AI has been rolled out in the YouTube Create app, helping creators bring their vision to life faster.
YouTube Studio upgrades
The platform has expanded Studio into a true creative partner with a redesigned Inspiration Tab that delivers nine fresh ideas per prompt, along with audience insights explaining why they may work. Creators have also gained the ability to A/B test up to three titles and thumbnails per video, building on the success of thumbnail testing used over 15 million times since 2023.
Collaboration features now allow up to five creators to co-publish a video and share audiences, while new auto-dubbing with lip sync has made translated content more natural across 20 languages. In addition, YouTube has expanded its likeness detection tool in open beta for all YouTube Partner Program creators, helping safeguard against unauthorised AI-made videos.
Live-streaming innovations
YouTube has made its largest-ever upgrade to Live, addressing discoverability, monetisation, and fan engagement. Over 30% of daily logged-in viewers have already watched live content in Q2 2025. Now, creators have been given the ability to practice before going live, stream in horizontal and vertical formats simultaneously with unified chat, and react live to other events and creators.
A highlight feature has been added, powered by AI, to automatically turn key livestream moments into Shorts, extending discoverability. In addition, Playables on Live, featuring interactive games like Angry Birds Showdown and Cut the Rope, has been integrated into streams to boost interactivity. Monetisation has also been redefined with side-by-side ads that reduce viewer disruption and seamless transitions into members-only livestreams for premium audiences.
Artist-fan and brand connections
On YouTube Music, fans have been given countdowns and pre-save options for new releases, while artists can now send personalised “thank you” videos, behind-the-scenes clips, and exclusive content to their top supporters.
For brands, YouTube has reinvented sponsorships in long-form videos with dynamic slots that can be resold or targeted to different markets. Shorts creators have been enabled to add direct brand links, while AI has powered shopping by auto-tagging products at the right moment. Gross Merchandise Volume (GMV) in YouTube Shopping has grown 5x year-on-year, with more than 500,000 creators joining the program as of July 2025.
As YouTube celebrates its 20th year, the company has reinforced its commitment to empowering creators, fostering community, and redefining how the world watches, listens, and connects.
Neal Mohan, Chief Executive Officer of YouTube, said: “We didn’t just create a platform. We built an economy.” He added: “AI can help creative people everywhere share their stories, so we’re making creation on Shorts easier and more fun. From smartphones to editing software, creators continue to adapt and thrive with each new piece of technology. We see AI as the next evolution of these tools – designed to empower human creativity and storytelling. But make no mistake – no studio, network, tech company, or AI tool will own the future of entertainment. That power belongs to you – the creators.”
Aaron Filner, Senior Director of Product Management at YouTube, remarked: “We know that livestreaming is hard work. This significant update, our most comprehensive yet, is a direct result of our commitment to making that work easier and more rewarding.”
Todd Sherman, Senior Director of Product Management, explained: “These updates are designed to open up new revenue streams and make brand collaborations more effective and easier to manage. We’ll continue to grow the creator economy and make YouTube the best place for creators and brands to connect, create, and thrive together.”
Johanna Voolich, Chief Product Officer of YouTube, emphasised: “From smartphones to editing software, creators have thrived with each new technology. AI is the next evolution — but the heart of YouTube will always be human creativity.”
