YouTube is striving to transform itself through three emerging trends on the platform to shape the future of digital content.
"YouTube has become the center of world culture, or what we call the epicenter of culture , and from there trends are born, social movements begin, and voices that may have previously been unheard, without platforms, without media, can now have their own stage," said Google Indonesia Country Director Veronica Utami in a media meeting in Jakarta, Wednesday.
Veronica explained that the first trend came from local culture going global. Previously, many creators created content from the comfort of their bedrooms. These individuals then became famous worldwide.
Musician NIKI, for example, after creating a personal account on the platform, his works became increasingly known to many people.
The girl group No Na, under the 88rising agency and recently debuted, also boasted 30 percent of its videos from overseas, according to YouTube watch time data. The potential of these young people proves that Indonesian creators can penetrate the international market.
The second trend is the increasingly diverse and engaging entertainment content. For example, a YouTuber's sports statement has become a new and popular sport.
