As YouTube turns 20 it's still the leading platform for influencer marketers according to Kolsquare's latest whitepaper

A new report from Kolsquare reveals that YouTube dominates for number of users, EMV, multi-format strategy and ROI in 2025

As YouTube celebrates its 20th anniversary, a new white paper from Kolsquare reveals that the platform leads the field with more users than any other social media platform. Audiences watch more than 1bn hours of YouTube content on TV daily and experts predict it will surpass Disney this year to become the biggest media company in the world. 

The report, YouTube at 20: The Future of Influence is Here, analyses data across all social media platforms and concludes that YouTube will deliver the highest Earned Media Value (EMV) at every influencer tier in 2025. 

With a growing edge in long-form content, shorts, podcasts, and AI-supported storytelling, YouTube with its 2.476bn global active users, has become the most effective platform for brands aiming to scale influence.

However, there are fewer influencers on YouTube than on other platforms - it has 343,338 influencers with 5,000 followers or more, compared to Instagram with 2,567,031 and TikTok with 1,536,894. But for impact, YouTube wins hands down with big influencers reaching two to three times the EMV or their counterparts on TikTok.

It’s easy to see why influencers are flocking to the platform as once a YouTuber reaches 1,000 subscribers they are eligible to join the YouTube Partner Programme which offers ad revenue sharing (55% on long-form videos, 45% on shorts) along with affiliate tools, advance shopping integrations and revenue from YouTube Premium based on viewer time. 

The numbers tell the storyKolsquare’s data reveals the following - 

• Nano influencers (less than 5,000 followers) on YouTube drive an average EMV of £1,581 per post, compared to just £45 on Instagram and £791 on TikTok.

• Micro-influencers have the highest engagement rates on YouTube across all territories helped by the fact that YouTube’s discovery engine rewards videos based on viewer satisfaction over watch time.

• Mega influencers  (+1M followers) on YouTube generate £71,839 EMV per post which is more than double TikTok (£31,767) and nearly 8x Instagram (£9,907).

• Top-tier creators (3M+) deliver a staggering £249,157 EMV, with brand-safe, high-retention storytelling that drives trust and action.

“Heads of YouTube tell us that creators are flocking to the platform, not just for the monetisation, but because it offers such breadth for creativity. From shorts to podcasts, it empowers influencers,” says Quentin Bordage, founder and CEO of Kolsquare.

Multi-format strategy - the hybrid future is here

The report highlights how YouTube’s format agility gives brands a unique edge thanks to - 

• YouTube Shorts now generate 70 billion views daily and excel as a discovery tool.

• Long-form videos that fuel trust, education, and conversion with TV watch time are now surpassing mobile use.

• Podcasts on YouTube attract over 1 billion monthly viewers offering a richer, visual experience unmatched by audio-only platforms.

“YouTube creates a content journey, with shorts grabbing attention and long-form fostering loyalty while podcasts boost thought leadership,” says Quentin.

Why brands are doubling down on YouTube

Kolsquare’s case studies show how brands are achieving record-breaking returns:

• Samsung partnered with clinical psychologist Dr Julie Smith to produce a science-led wellness video that earned £735,490 in EMV and over 2.1 million views.

• Manscaped’s football campaign with That’s Football and Barfieboy produced £250,430+ EMV in just six months.

• Path of Exile 2’s gaming launches with TwoAngryGamersTV and Kaif netted over £80,580 EMV, driven by creator-aligned content.

  
  
  
  

          “This isn’t just ad placement — it’s co-creation,” says Morgan Lemée, Influencer Strategist at Kolsquare. “When brands let creators do what they do best, the results speak for themselves.”To download a copy of the report, click here.