Hi there, Earlier this month, YouTube CEO Neal Mohan shared his four big bets for 2024, which included interesting insights for creators. Mohan discussed the importance of protecting the creator economy, how AI will empower human creativity, and how creators should be recognized as next-generation studios. He also outlined how the next frontier of YouTube is “the living room and subscriptions,” explaining, “Creators are thinking about how to optimize their content for the living room, and it’s easy to see why – it’s where their audience is watching!” 

We’re excited to see what new trends and developments are in store for 2024 and what content creators explore next. In this issue of The Spot, we’re taking a closer look at two specific content trends we’re watching closely in the performance data on YouTube. 

—The Spotter Creator Team

Two trends that are still going strong in the new year

You may have noticed “24-hour food” challenges on YouTube, where creators eat a certain type of food for an entire day. While this trend isn’t exactly new, there’s been a significant uptick in viewership during Q4 of 2023. As of January 2024, the viewership for this trend had reached 290M views (on all videos featuring the trend), its highest point in the past three years. 

The “secret rooms” trend follows a similar pattern, with viewership peaking at an all-time high in Q3 of 2023 with 374M views on all videos. In this trend, creators show a secret space that they’ve built in their homes. The performance for this trend persists into January 2024, up to 357M views after a small dip, indicating sustained interest and engagement from the audience. Our data shows that views in the first 7 days are also increasing for this trend. (Note that views in the first 7 days are subject to outlier performance from larger creators.) 

Here’s a closer look at the numbers:

Learnings:

• Audiences remained engaged in “24-hour food” challenges and the “secret room” trends in the new year.

• With these trends still going strong, it isn’t too late to dive in and try them out for your channel.

Questions? Feel free to reach out if you’d like to learn more. 

• Vidcon Anaheim announced more Featured Creators who will be joining them in 2024, including Jordan and Salish Matter, Like Nastya, and MeganPlays.

• Kinigra Deon sat down with YouTube to chat about her cinematic storytelling style for their official blog.

• Nimona, featuring Eugene Lee Yang of The Try Guys, is now available to watch for free on Netflix’s YouTube channel. The film is nominated for Best Animated Feature at this year's Academy Awards, and before the ceremony takes place, Netflix is giving everyone the opportunity to enjoy it without the need for an active subscription to their service.

• MrBeast reformulates Feastables, saying it’s now “the best-tasting chocolate ever made by mankind.”

• Kinigra Deon signs with talent management firm, Night.

• On February 19th, MrBeast celebrated the 12th anniversary of his channel. In the years since, the channel has amassed more than 240M+ subscribers and 43B+ channel views.

• The Try Guys join Rooster Teeth’s podcast network The Roost, whose team will provide resources like sales, distribution, and audience-engagement/brand-building experiences for all three of their current podcasts.

• Gracie’s Corner and global toy company, Creative Kids, have announced the launch of exclusive products at Walmart that feature a learning mat and a plush Gracie doll.  

• Deestroying appeared in a YouTube TV x NFL Sunday Ticket ad that aired during the SuperBowl.

• MrBeast was featured on the cover of TIME magazine and in an expanded feature talking about his swift rise on YouTube and beyond.

Jobs

• Dude Perfect is hiring a Content Producer (Full-time, Frisco, TX)

• Jordan Matter is hiring an Idea Generator (Contracted, Remote)

• Carter Sharer is hiring a Creative Director (Full-time, Raleigh, NC)

YouTube

• YouTube is testing personalized feeds based on color filters.

• Nielsen announced YouTube as the #1 streaming platform by watchtime for 12 months straight.

"You can't wait for inspiration, you have to go after it with a club."

^{– Jack London}