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Through this period, YouTube tried several new ways to generate revenue beyond advertisements. YouTube officially launched the "polymer" redesign of its user interfaces based on Material Design language as its default, as well as a redesigned logo that is built around the service's play button emblem in August 2017. The lawsuit was filed due to alleged copyright infringement of Viacom's material by YouTube. In April 2010, Lady Gaga's "Bad Romance" became the most-viewed video, becoming the first video to reach 200 million views on May 9, 2010. Hurley announced that he would be stepping down as chief executive officer of YouTube to take an advisory role and that Salar Kamangar would take over as head of the company in October 2010. That year, the company simplified its interface to increase the time users would spend on the site.
On October 9, 2006, Google announced that they had acquired YouTube for $1.65 billion in Google stock. The choice of the name youtube.com led to problems for a similarly named website, utube.com. Despite eventually being taken down, these duplicate uploads of the skit helped popularize YouTube's reach and led to the upload of more third-party content. Unofficial uploads of the skit to YouTube drew in more than five million collective views by February 2006 before they were removed when NBCUniversal requested it two months later based on copyright concerns. Besides helping to bolster ratings and long-term viewership for Saturday Night Live, "Lazy Sunday"'s status as an early viral video helped establish YouTube as an important website. YouTube was not the first video-sharing site on the Internet; Vimeo was founded in November 2004, though that site remained a side project of its developers from CollegeHumor.

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The same day, the company launched a public beta and by November, a Nike ad featuring Ronaldinho became the first video to reach one million total views. Karim could not easily find video clips of the incident and the 2004 Indian Ocean tsunami online, which led to the idea of a video-sharing site. It also offers YouTube Premium, a paid subscription option for watching content without ads.

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• YouTube released a mobile app known as YouTube Kids in 2015, which was designed to provide an experience optimized for children.
• In January 2024, YouTube had more than 2.7 billion monthly active users, who collectively watched more than one billion hours of videos every day.
• According to Google, YouTube had made US$15.1 billion in ad revenue in 2019, in contrast to US$8.1 billion in 2017 and US$11.1 billion in 2018.
• In 2014, YouTube announced a subscription service known as “Music Key”, which bundled ad-free streaming of music content on YouTube with the existing Google Play Music service.
• On February 28, 2017, in a press announcement held at YouTube Space Los Angeles, YouTube announced YouTube TV, an over-the-top MVPD-style subscription service that would be available for United States customers at a price of US$65 per month.
• By 2019, creators were having videos taken down or demonetized when Content ID identified even short segments of copyrighted music within a much longer video, with different levels of enforcement depending on the record label.

In April 2024, YouTube announced it would be "strengthening our enforcement on third-party apps that violate YouTube's Terms of Service, specifically ad-blocking apps". Users of ad blockers may be given a pop-up warning saying "Video player will be blocked after 3 videos". In October, YouTube announced that they would be rolling out customizable user handles in addition to channel names, which would also become channel URLs. Additionally, to compete with TikTok and Instagram Reels, YouTube released YouTube Shorts, a short-form video platform. Following criticisms of its implementation of those systems, YouTube started treating all videos designated as "made for kids" as liable under COPPA on January 6, 2020.

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In March 2007, it struck a deal with the BBC for three channels with BBC content, one for news and two for entertainment. The vast majority of videos on YouTube are free to view and supported by advertising. In May 2018, after London Metropolitan Police claimed that drill music videos glamorizing violence gave rise to gang violence, YouTube deleted 30 videos. It also found more "mainstream-adjacent Conservative creators" gaining over alt-right and extremist videos by 2020.

The year on YouTube: The topics, creators, music, and podcasts that defined 2025

Shortly after the Russian invasion of Ukraine in 2022, YouTube removed all channels funded by the Russian state. Since April 2016, videos continue to be monetized while the dispute is in progress, and the money goes to whoever won the dispute. The use of Content ID to remove material automatically has led to controversy in some cases, as the videos have not been checked by a human for fair use. When this occurs, the content owner has the choice of blocking the video to make it unviewable, tracking the viewing statistics of the video, or adding advertisements to the video.citation needed When a video is uploaded, it is checked against the database, and flags the video as a copyright violation if a match is found.

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• On September 23, 2025, YouTube parent company Alphabet announced that it would reinstate creators that were banned for spreading misinformation about COVID-19 and the 2020 U.S. presidential election.
• Most content is generated by individuals, including collaborations between YouTubers and corporate sponsors.
• In February 2017, YouTube Go was launched in India, and expanded in November 2017 to 14 other countries, including Nigeria, Indonesia, Thailand, Malaysia, Vietnam, the Philippines, Kenya, and South Africa.
• In cases where the entire site is banned due to one particular video, YouTube will often agree to remove or limit access to that video in order to restore service.
• YouTube Kids is an American children’s video app developed by YouTube, a subsidiary of Google.
• A video of two presenters announcing the nominated videos streamed live for 12 hours.

YouTube's owner Google announced in November 2015 that they would help cover the legal cost in select cases where they believe fair use defenses apply. From 2007 to 2009 organizations including Viacom, Mediaset, and the English Premier League have filed lawsuits against YouTube, claiming that it has done too little to prevent the uploading of copyrighted material. YouTube has an estimated 14.8 billion videos with about 4% of those never having a view.
Journalist Virginia Heffernan stated in The New York Times that such videos have "surprising implications" for the dissemination of culture and even the future of classical music. In cases where the entire site is banned due to one particular video, YouTube will often agree to remove or limit access to that video in order to restore service. YouTube, a video sharing platform, has faced various criticisms over the years, particularly regarding content moderation, offensive content, and monetization. YouTube VR allows for access to all YouTube-hosted videos, but particularly supports headset access for 360° and 180°-degree video (both in 2D and stereoscopic 3D). It also allowed users to preview videos, share downloaded videos through Bluetooth, and offered more options for mobile data control and video resolution. In September 2016, YouTube Go was announced, as an Android app created for making YouTube easier to access on mobile devices in emerging markets.
The study also concluded that YouTube was becoming an important platform by which people acquire news. A Pew Research https://www.spininio.casino/ Center study reported the development of "visual journalism", in which citizen eyewitnesses and established news organizations share in content creation. By early 2013, Billboard had announced that it was factoring YouTube streaming data into calculation of the Billboard Hot 100 and related genre charts.
That was disputed by Billboard, which said that the two billion views had been moved to Vevo, since the videos were no longer active on YouTube. On September 23, 2025, YouTube parent company Alphabet announced that it would reinstate creators that were banned for spreading misinformation about COVID-19 and the 2020 U.S. presidential election. On April 9, 2025, YouTube expressed support for the NO FAKES Act of 2025, introduced by Senator Chris Coons (D-DE) and Senator Marsha Blackburn (R-TN), and announced an expansion of its pilot program that is designed to identify content generated by AI. On July 30, 2025, amid the implementation of the Online Safety Act 2023 in the United Kingdom, Google announced that it would begin to enforce "age assurance" policies for selected users in the United States as a trial. As of December 2024update the Playables catalog has over 130 games in various genres, including trivia, action and sports. Around the same time, YouTube started using server-side ad injection, which allows the platform to inject the ads directly into the video, instead of having the ad as a separate file which can be blocked.
As this update is mandatory, it will automatically install and prompt you to restart your device when it is complete. If you are running Windows 10 Enterprise LTSC or are enrolled in the ESU program, you can install this update like normal by going into Settings, clicking on Windows Update, and manually performing a 'Check for Updates.' On March 20, 2019, Nintendo announced on Twitter that the company will end the Creators program. According to TubeMogul, in 2013 a pre-roll advertisement on YouTube (one that is shown before the video starts) cost advertisers on average $7.60 per 1000 views.

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On November 1, 2022, YouTube launched Primetime Channels, a channel store platform offering third-party subscription streaming add-ons sold a la carte through the YouTube website and app, competing with similar subscription add-on stores operated by Apple, Prime Video and Roku. In March 2021, Google announced plans to gradually deprecate the Google Play Movies & TV app, and eventually migrate all users to the YouTube app's Movies & TV store to view, rent and purchase movies and TV shows (first affecting Roku, Samsung, LG, and Vizio smart TV users on July 15). In early 2018, Cohen began hinting at the possible launch of YouTube's new subscription music streaming service, a platform that would compete with other services such as Spotify and Apple Music. YouTube Premium was originally announced on November 12, 2014, as "Music Key", a subscription music streaming service, and was intended to integrate with and replace the existing Google Play Music "All Access" service. It offers advertising-free streaming, access to original programming, and background and offline video playback on mobile devices. In 2008, all links to videos on the main page were redirected to Rick Astley's music video "Never Gonna Give You Up", a prank known as "rickrolling".
In 2013, YouTube launched a pilot program for content providers to offer premium, subscription-based channels. Google's acquisition launched newfound interest in video-sharing sites; IAC, which now owned Vimeo, focused on supporting the content creators to distinguish itself from YouTube. The site grew rapidly; in July 2006, the company announced that more than 65,000 new videos were being uploaded every day and that the site was receiving 100 million video views per day. Video categories on YouTube include music videos, video clips, news, short and feature films, songs, documentaries, movie trailers, teasers, TV spots, live streams, vlogs, and more.