YouTube Official Blog

On October 11, the NFL and YouTube are taking our celebrity flag football game overseas in an epic London matchup between two teams of creators, music artists, athletes and NFL Legends. Global music stars Aitch and Gunna will serve as team captains.

Team Gunna will be quarterbacked by global flag football star Diana Flores, have NFL icon Chad “Ochocinco” Johnson join as wide receiver, and feature a roster of YouTube Creators Deestroying, Khaby Lame, Speedy Morman, Jamie Laing, Sam Thompson, and Nella Rose, alongside additional surprise guests.

NFL Legend Ryan Fitzpatrick will take the field for Team Aitch, joined by an exciting lineup including YouTube Creator Adam W, U.S. flag football player Ashlea Klam, Tommy Fury, SV2, Jay Cinco, Mabel, and European women’s flag football champion Phoebe Schecter.

Catch all the action, kicking off at 7:00 p.m. BST on October 11, exclusively on YouTube.

Today, we’re introducing YouTube Labs — a new way for users to take our cutting edge AI experiments for a test drive.

YouTube Labs is a new initiative dedicated to exploring the potential of AI on YouTube. The first experiment, AI music hosts designed to deepen your listening experience by sharing relevant stories, fan trivia, and fun commentary about your favorite music on the YouTube Music app, is now live.

A limited number of US-based participants can test early prototypes and experiments and influence the future of YouTube. Sign up at www.youtube.com/new.

A new dedicated, cross party forum to champion the creator economy unveiled today at the YouTube Festival, an annual industry event in London. The new All-Party Parliamentary Group (APPG) will act as a vital bridge between the UK’s creators and Westminster. The group’s formation follows feedback from over 10,000 digital creators who took part in YouTube’s inaugural Creator Consultation earlier this summer.

The new APPG’s mission is to champion the significant social and economic contributions of UK creators while working with policymakers to deepen their understanding of the digital creator economy and advocate effectively for the sector. Two former Digital Ministers — Feryal Clark MP and Lord Ed Vaizey — will co-chair the cross-party group of parliamentarians taking part.

Creators are a dynamic and growing force within the creative industries with the potential to power a new era of innovation, contributing over £2.2 billion* to the UK economy and supporting over 45,000 jobs*.  However, the Consultation revealed that UK creator growth is significantly hampered by a lack of recognition. This is compounded by significant gaps in support - including skills, training, funding, studio space, and filming permits - which undermines creators' ability to innovate, reach new audiences, build their businesses, and support economic growth.

The forum will tackle the most pressing challenges and opportunities facing the sector, including skills, training and funding opportunities, improvements to filming infrastructure, alongside the need for greater government and industry representation. The new group will be run by the Digital Creator Association and Influencer Marketing Trade Body, both of which represent the interests of digital creator, with support from YouTube as the next step following the Creator Consultation. 

_{*2024 Oxford Economics Impact Report}

Today at Made On YouTube Lyor Cohen, YouTube’s Global Head of Music announced new tools to bring music artists even closer to their passionate fan bases.

“Today you’ve heard how we’re building tools that bring creators and their passionate communities together…. And when we talk about passion, there's no community more powerful than music.

Music fandom on YouTube is unique.

Artists don’t just share their music; they build worlds. Fans don’t just listen; they belong. For years, we’ve worked hard to nurture the connection between artists and their fans, and today we’re stoked to unveil the next chapter. We’re introducing new ways for artists and their top fans to connect on a more personal level. It’s about rewarding loyalty to the fans who are there from day one.”

The new features announced include:

• New release countdowns and album pre-saves. Coming later this year, the features will allow YouTube Music fans to pre-save an upcoming album or single and view a countdown to its release on the album detail page, artist detail page, and album shelf.
• Exclusive video drops. Early next year, artists will have the ability to share things like “thank you” videos, behind-the-scenes clips, and other just-for-fans content directly to their most dedicated fans.
• Exclusive merch drops. Pilot program (US-only) that gives top viewers an opportunity to be first in line for their favorite artist’s exclusive merch.

You can read more details here and learn more about what we announced today at Made on YouTube. Stay tuned for more updates on fan-first music features on YouTube.

Home renovators on YouTube nail the concept of transformation, showing viewers that anyone can make updates to their space. These channels feature a wide breadth of material, as experts and homeowners alike confidently tackle everything from simple shiplap to full-on gutting starting from the foundation. They document ambitious projects in detail, offering practical tips and demonstrating perseverance against renovation challenges. Channels like Mr. Kate, who has earned over 400 million views for their home renovation-related videos, effectively brings magical before-and-after transformations to life.*

These creators successfully demystify complex projects for their audience, shifting the focus from the intimidating work to the inspiring final results. They blend practical how-to instructions with highly satisfying visual elements, often using time-lapses to compress an entire room overhaul into minutes. Whether showcasing a renter-friendly apartment makeover or a meticulous, full-heritage restoration, the content is designed to entertain and empower. By incorporating visceral details like ASMR sound effects of drilling or nailing, home renovation channels create a communal space where viewers can celebrate the labor and creativity involved, making home design more accessible.

You can check out the latest feats of DIY engineering by tuning into our playlist and taking a peek at our unique YouTube logo (also known as the Yoodle). It’s clear that since Home Improvement first aired in 1991, the desire to fix, build, and grunt "More power!" has only grown stronger!

*_{Source: YouTube data, Global, January 1 - June 30 2025.}