The 2025 YouTube Shift: AIR Insights & Data for Creators

2024 gave us a front-row seat to major shifts on YouTube. After analyzing thousands of channels, testing strategies, and tracking trends, we’ve uncovered what’s driving real growth. This article is your blueprint for YouTube success in 2025.

What Changed in 2024 and What’s Coming Next?

The creator economy is bigger than ever, making up 6.1% of global GDP — double what it was a decade ago. According to Statista, YouTube’s ad revenue shot up 15% from 2023, proving that demand for video content isn’t slowing down. Meanwhile, platforms are racing to roll out AI tools, TikTok is fighting to stay in app stores, and new ways to make money keep popping up.

So, what should creators do in 2025? At AIR Media-Tech, we’ve been studying what actually works. Here’s what we found.

Did you know?

YouTube just released a report on the latest trends? Here are the top takeaways for you.

Audio Tracks: The New Strategy for a 45% Boost in Views

If you’ve been in the YouTube space for a while, you’ve probably noticed — and maybe even experienced — that multi-audio tracks had their quirks. There were some bugs, and algorithm recommendations didn’t always hit the mark. 

In 2024 we tested dozens of strategies with audio tracks and found the one that works best: cross-using dubbed audio across multiple channels.

Examples of How Cross-Using Dubbed Audio Works

We’ve been actively launching translated channels across multiple languages and tracking their performance. In many cases, the results followed a familiar pattern:

• We launch 10 translated versions of a channel.
• 8 to 9 of them perform well, gaining traction in new language regions quickly.
• 1 to 2 lag behind, struggling to build an audience.

To optimize these underperforming channels, we experimented with adding their audio tracks to the main channel. The impact was fast — those tracks started bringing in an audience, sometimes even outperforming the original content.

Taking it a step further, we implemented cross-exchange of audio tracks between all channels. The results? Up to a 45% increase in views across the board.

How to Expand Your Reach with Audio Tracks in 2025

If you want to grow globally, here’s the best way to do it:

1. Launch translated channels – Start by creating multiple versions of your channel in different languages. Dub your videos and see which ones take off.
2. Cross-use audio tracks – If some channels don’t perform as you expected, don’t let that content go to waste. Try adding their audio tracks to your main channel or other translated channels. This can bring in new viewers and sometimes even outperform the original.
3. Monitor performance – Keep an eye on what’s working. Which languages get the most views? Where are you seeing the most engagement? Use that insight to focus on the best-performing regions and double down on what works.

By testing, adapting, and reusing your dubbed content in smart ways, you can grow your audience faster and make the most of YouTube’s multi-audio track feature in 2025.

YouTube recommends AIR Media-Tech as a trusted vendor for content translation and localization. Contact us and let’s pick the best strategy for you!

Shorts Aren’t Just for Engagement — They’re a Cash Driver

Here’s another insight we didn’t see coming until the data started rolling in. YouTube made a significant change: anything up to 3 minutes is now considered a Short. It’s clear YouTube isn’t done experimenting with this format, and neither should you be.

But what really stands out? RPMs for Shorts are climbing across multiple markets. While long-form content still leads in overall earnings, Shorts revenue is growing — and they’re easier to make. Some AIR partners now earn up to 97% of their total ad revenue from short-form videos. The potential depends on your niche and strategy, but it’s huge.

How to Win with Shorts in 2025

Whether it’s boosting visibility, introducing your long-form content, or redirecting traffic to your main videos, Shorts are a powerful tool for channel growth.

• Volume matters. Try uploading marathons of up to 10 Shorts daily. If you’re serious about growth, this is the most reliable way to gain traction with Shorts.
• RPMs for Shorts are growing across multiple regions. Test localized metadata, captions, and even multi-audio tracks to expand your audience where revenue potential is highest.
• Shorts that spark reactions, discussions, or user-generated content (UGC) tend to perform best. Music creators can take advantage of this by creating trending ideas that encourage people to remix, duet, or use their sounds across YouTube, TikTok, and Instagram.
• Consider separate channels for Shorts to build brand awareness and redirect traffic to your main channel. We’ve seen it works especially well for kids channels.

This isn’t just theory — it’s what the numbers are telling us. Shorts are growing up, and the creators who embrace this evolution will see the biggest rewards.

Wanna know more about RPMs in different regions and formats that perform best? Reach out and let’s make data driven decisions for 2025 together!

New Player in Video Distribution: What You Can Try in 2025?

If you’ve heard of MSN (Microsoft Network), you probably thought of it as just a news portal. But that’s old news. In 2024, MSN shifted its focus — and opened its doors to creators.

What’s New?

MSN is no longer just about news. It’s now a massive ecosystem for user-generated content (UGC), offering creators access to its 2 billion monthly users across platforms like Bing, Edge, Microsoft, and the MSN app.

While YouTube is crowded and competitive, MSN feels like YouTube in 2006 — an opportunity with minimal competition. It’s still invite-only. You can distribute videos on MSN through certified partners like AIR Media-Tech.

Big or Small, Creators are Seeing Results

We’ve already started the distribution process, and early adopters are already seeing impressive results. Some AIR partners grew their income from $300-$400/month on YouTube to over $4,500/month on MSN in just a few months.

How to Tap into MSN’s Potential in 2025

Getting started with MSN is easier than you think, and we’re here to guide you every step of the way. Not every content type and language is accepted on MSN. Reach out to us, and we’ll help you determine if your channel is the right fit.

Once you’re eligible, we take care of everything. We’ll review your channel and content to ensure it meets MSN’s criteria, optimize your videos for maximum visibility in global markets, and handle the professional approval process to get your videos distributed across MSN’s vast network. Contact us, and we’ll help you get started.

24/7 Live Streams: The Traffic and Revenue Engine You’re Missing

Here’s another trend that’s been gaining serious traction among creators in 2024: 24/7 live streaming. If you’ve been overlooking it, now’s the time to pay attention. From our analytics, it’s clear that live streams — especially continuous ones — aren’t just a neat trick to keep your channel active. They’re becoming a major source of traffic and revenue.

What’s Happening?

YouTube’s algorithm loves consistency, and nothing says “consistent” like a stream that never ends. 24/7 live streams keep your channel active around the clock, allowing you to engage different audiences at different times of the day. But the real magic happens when creators scale up, running multiple streams in parallel.

Take INRI Motivation, an entertainment channel with 221,000 subscribers. They started with 4-8 simultaneous streams, which already accounted for over 50% of their channel’s income. Then, they doubled down, scaling up to 8-16 streams. The result? 67% of their revenue now comes directly from these live streams.

Or look at Grace Wins, another entertainment channel that launched 8 continuous streams in parallel. Within just 9 months, they gained 87,000 new subscribers, with 85% of their traffic coming from these streams. And when they expanded to 15-20 streams, the streams alone contributed to 45% of their total income.

Why This Works

The beauty of 24/7 live streams is that they work for many niches. Motivation channels stream inspiring talks or relaxing visuals. Gaming channels run ongoing gameplay loops. Educational channels host non-stop “study with me” sessions. It’s passive for you, but engaging for your audience.

Maximizing Traffic with 24/7 Live Streams in 2025

Here’s how to make the most of 24/7 live streaming:

Start with the Basics

Not every niche is ideal for live streaming, but most can benefit. Entertainment, motivation, gaming, and music, are clear winners. Unsure if your content fits? Contact us, and we’ll help you figure it out.

Set Up Your First Streams

Launch one or two streams with your best-performing content — like highlights, tutorials, or relaxing visuals. Tools like Gyre offer an easy start with a free trial. Or, let AIR Live Streaming handle everything for you, from setup to strategy.

Scale and Experiment

Once you see results, add more streams and test different formats. Think loops of trending topics, time-specific themes, or multi-stream setups to maximize reach. If you’re not already experimenting with this, you’re leaving serious growth on the table.

Metadata: What Works and What Doesn’t

Here’s another insight we’ve seen time and time again: metadata matters, and translating it works — but only if it fits your content. Not every channel benefits from translated metadata, and for some, it can even hurt performance.

Let’s break it down. If you mute your video and it’s still easy to follow — say, a cooking tutorial or DIY project — then metadata translation can open your content to global audiences. But if your content relies heavily on dialogue or sound, just translating metadata could lead to lower retention. In the last case, you should pair metadata translation with captions and dubbing to make it work.

When Translated Metadata Works

For channels where translation fits, the results are undeniable.

JR-Rallye

A sports channel with 102K subscribers, JR-Rallye translated its metadata into 10 languages, targeting reach with English, Portuguese, and Arabic, and revenue with German, French, and Korean. Within four months, they saw a 30% RPM increase, 35% longer average watch time, and over 30% of views coming from added languages. This strategy allowed YouTube’s algorithm to promote their content to a global audience effectively.

Off Grid Life

This DIY channel with 152K subscribers translated its metadata into seven languages, including Spanish, Portuguese, and German, targeting high-value regions. In just three months, they achieved a 23% growth in views from translated languages and a 2.5x increase in RPM. The approach not only boosted revenue but also improved the channel’s overall performance metrics.

In both cases, creators used an AI metadata translation service that automatically translates videos and adds metadata in new languages to your channel. Learn how this AI translation works.

Metadata Optimization: The Missed Opportunity

Now let’s talk about metadata optimization itself. It might sound straightforward, but even experienced creators often miss the basics. We’ve seen channels with 100,000+ subscribers skip 7 out of 15 essential steps during uploads. From poorly optimized titles to forgotten tags or unused end screens, these small errors leave growth potential untapped.

Optimizing Metadata for Global Growth in 2025

Here’s how to approach metadata optimization and translation to maximize your channel’s performance:

Test Before Translating

Mute your video. If the message still gets across without a voice narration, metadata translation is worth exploring. Otherwise, consider pairing it with subtitles or dubbing to keep retention high.

Audit Your Metadata

Go beyond titles and tags. Check descriptions, thumbnails, and even captions. These details help YouTube’s algorithm — and your audience — understand your content better.

Optimize and Update

Optimization doesn’t stop at upload. Monitor performance and tweak metadata based on analytics. Small adjustments often lead to big improvements.

Target Languages Strategically

Prioritize languages that match your content’s potential. High-reach regions like English and Spanish help boost views, while high-RPM regions like German and Korean maximize earnings. It’s just an example. 

Want to see if metadata translation fits your channel? Apply for an audit, and we’ll help you figure it out. The results might surprise you.

Memberships: An Overlooked Revenue Boost

We dug deep into the data and discovered something new: for creators who actively use Memberships and Super Features see up to 30% of their total YouTube revenue.

What’s Changed?

Less creators are relying solely on ads now. Memberships and Super Features have become powerful tools for building consistent revenue streams. And the results? Let us share a couple of examples:

A channel like Ukraine Matters uses Memberships and Super Features to support its mission of explaining the situation in Ukraine to an English-speaking audience. In just one year, these features made up 26% of the channel’s YouTube revenue.

Toronto Television, a news channel with 928,000 subscribers, adopted Memberships as a way to balance revenue while reducing intrusive ads. This strategy paid off — Memberships now consistently provide 30% of their total income, offering stability even during ad slowdowns.

These aren’t isolated cases. Across categories and niches, creators who leverage these features are seeing similar results.

How to Unlock the Power of Memberships and Super Features in 2025

If you’re not using these tools yet, you’re missing out on revenue and a stronger connection with your audience. Here’s how to begin:

Start Small

Memberships don’t have to be complicated. Offer exclusive perks like early access to videos, members-only chats, or behind-the-scenes content. It’s about creating a sense of belonging.

Supercharge Your Live Streams

Super Chats and Stickers boost income and engagement as well. Creators who actively use these features during live streams often see their audiences return more frequently.

Test and Learn

Different audiences respond to different perks. Experiment with Membership tiers and see what resonates most. You might be surprised by what your viewers value.

Not sure where to start? Let’s figure it out together. Contact us, and we’ll help you set up a strategy that works for your channel.

Horizontal Videos: The Foundation You Can’t Ignore

Horizontal videos have been the backbone of YouTube for years, and that hasn’t changed. They’re still the most reliable source of revenue for creators. But relying solely on horizontal videos isn’t enough anymore.

Shorts can bring in new audiences, live streams deepen engagement, and features like memberships and Super Thanks create extra revenue streams. Ignoring these opportunities means falling behind.

The takeaway for 2025? Don’t replace your long-form content — blend it with other formats. Keep horizontal videos as your core, but use Shorts and live streams to enhance your reach and revenue. Together, they create a strategy that ensures growth and keeps you competitive.

“I already tried all of that” 

We’ve seen creators test different strategies and not get the results they expect. But when we look deeper, a slight fix can often make it work! Apply for a channel audit, and we’ll find the right strategy for your channel.

What Else Can You Do in 2025?

There’s so much more to add here. So let’s just go through the key additional points for you to keep in mind in your 2025 YouTube strategy.

Community Posts: Boosting Engagement Through Interaction

Here’s something we saw consistently in 2024: regular engagement through community posts translates directly into higher channel activity. Polls, in particular, are an underrated tool that builds anticipation and encourages participation.

Creators who frequently used polls to ask their audience to vote on upcoming video topics noticed significant spikes in engagement.

What to Try: Create polls that invite your viewers to influence your content. Ask them to predict the outcomes of an upcoming video or choose the next theme for your channel. 

Holidays and Events: Tapping Into CPM Spikes

This is a trend many creators miss: regional holidays and global events can dramatically affect visibility, CTR and CPM rates. In high-CPM countries like the US and Western Europe, advertisers pour more money into campaigns during key holidays.

For instance, channels releasing content around Black Friday, Christmas, or Valentine’s Day saw noticeable revenue increases in 2024. Ignoring these dates could mean leaving money on the table.

What to Try: Plan your content calendar around key regional holidays. Release videos that tie into seasonal trends, and optimize your metadata for holiday-specific keywords to capitalize on the traffic surge.

Content Marathons: Triggering Algorithm Boosts

One growing trend we’ve seen in 2024: upload marathons can push your channel to new heights. Uploading multiple videos within a short time frame — think a weekend marathon or themed content drop — often pushes both old and new content to new audiences. Why? The algorithm notices the increased activity and rewards it with broader reach.

What to Try: Plan short-term upload bursts around relevant themes, trending topics, or special events. You can also try it with YouTube Shorts. Group your content to maximize interest and encourage binge-watching.

Split-Screen Collaborations: Expanding Your Audience

Collaborations have always been powerful, but here’s a twist we noticed in 2024: split-screen formats are trending. Creators teaming up for live debates, tutorials, or co-op gameplay using a split-screen format are seeing dual-audience exposure like never before.

It’s simple math: two creators mean two engaged audiences. Plus, the format is inherently dynamic, keeping viewers hooked.

What to Try: Partner with creators in related niches. Plan collaborations that highlight both your strengths, like live Q&As, reaction videos, or side-by-side tutorials.

Want to see how these trends can fit your channel? Let’s dive into the data together. Contact us today, and we’ll help you shape your 2025 strategy!