YouTube’s Culture and Trends Report reveals the future of video

YouTube’s Culture and Trends Report explores the viewership, content and creative trends that have emerged around the world over the past year. (Supplied)
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Updated 06 July 2021
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YouTube’s Culture and Trends Report reveals the future of video

  • New report looks at viewing, content and creative trends that emerged in the last year

DUBAI: Unveiled at Cannes Lions this year, YouTube’s Culture and Trends Report explores the viewership, content and creative trends that have emerged around the world over the past year.

The recurring theme throughout the report is the growth of video. This is no surprise given that consumption of all forms of content grew significantly during the pandemic. However, YouTube’s report found that video has increasingly become indispensable, primarily as a form of connection, with 68 percent in Saudi Arabia and 70 percent in Egypt agreeing that they have used YouTube to help feel connected with others during the past year.

“Video has become a common language that helps meet our evolving need for connection,” Abdu Hussein, Culture and Trends lead, Middle East and North Africa (MENA), Google, told Arab News.

In the region, there are three key learnings:

1. Shared culture creates connection

Connection was a prominent theme that emerged, with creators finding different ways of tapping into shared cultural experiences.

A popular trend was the dialect challenge, where creators from different parts of the region tried to guess terms specific to other dialects. Uploads of videos with the Arabic form of “dialect challenge” grew by over 140 percent from 2019 to 2020.

The most meaningful example, however, was of “acts of giving,” which was a common theme for creators not just during Ramadan, but also throughout the year.

Many creators took to livestreaming fundraisers, which made viewers feel like they were part of the process. In fact, 52 percent of Saudis and 50 percent of Egyptians agreed that watching creators’ or artists’ livestreams made them feel connected to other people.

The cultural attachment and connection remained strong regardless of geography. Of the top 100 most-subscribed Arabic-speaking creators in MENA, over 25 percent are based outside the region. Their content, however, is culturally relevant, which is reflected through their language, sensibilities and interests. 

2. Ramadan is the epitome of shared culture

Content around Ramadan serves as a microcosm for the various ways connection can be actualized, the report stated.

A recurring theme across gaming videos was the digital recreation of Ramadan within a virtual game world. Within those virtual reenactment videos were videos titled “Ramadan Craft,” alluding to related videos within the world of Minecraft.

In this format, the creator starts a daily Minecraft adventure series in Ramadan, often exploring the in-game world alongside fans with the intention of creating episodes — rather than one-off videos — to emulate the style of the TV shows that are popular during Ramadan.

The fresh spin on Ramadan goes beyond the usual family and food videos and into a new genre that is both interactive and immersive.

3. Immersive videos encourage togetherness

The report suggested that moving forward, video culture is entering a space in which videos will create and maintain a sense of connection through immersive experiences rather than simply one-way viewing.

An example of this is the multiplayer game “Among Us,” videos of which racked up over 1 billion views in 2020. The game brings together real-life players — whether they are in the same room or on different continents — in a virtual space. While streams of the game were already popular on YouTube, creators took it to the next level by recreating the game in real life.

Video’s evolution as a form of connection is why “we are seeing more people turning to livestreamed, immersive and relatable content on YouTube to find that sense of togetherness, whether in MENA or beyond,” said Hussein.

“There is an opportunity for brands and creatives to connect more deeply with their audiences by tapping into this culture of connection and interaction,” he added.


Prince Harry’s war against UK press reaches showdown with Daily Mail case

Updated 16 January 2026
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Prince Harry’s war against UK press reaches showdown with Daily Mail case

  • Prince Harry to give evidence in London court for second time
  • Media accused of phone hacking and other privacy intrusions

LONDON:Prince Harry’s war against the British press heads into a final showdown next week with the start of his
privacy ​lawsuit against the publisher of the powerful Daily Mail newspaper over alleged unlawful action he says contributed to his departure for the US
The 41-year-old Harry, a boy when his mother Princess Diana died in a 1997 car crash with paparazzi in pursuit, has long resented the often aggressive tactics of British media and pledged to bring them to account.
Harry, who is King Charles’ younger son, and six other claimants including singer Elton John are suing Associated Newspapers over years of alleged unlawful behavior, ranging from bugging phone lines to obtaining personal health records.
Associated has rejected any wrongdoing, calling the accusations “preposterous smears” and part of a conspiracy.
Over the course of nine weeks, Harry, John and the other claimants – John’s husband David Furnish, actors Liz Hurley and Sadie ‌Frost, campaigner Doreen ‌Lawrence, and former British lawmaker Simon Hughes – will give evidence to the High Court ‌in London ⁠and be ​grilled by ‌Associated’s lawyers.
The prince is due to appear next Thursday. It will be his second such court appearance in the witness box in three years, having become the first British royal to give evidence in 130 years in 2023 in another lawsuit.
Current and former senior Associated staff, including a number of editors of national newspapers, will likewise be quizzed by the claimants’ legal team. The stakes for both sides are high, with not just the reputation of media and claimants on the line, but because legal costs are set to run into tens of millions of pounds. Critics say Harry, the Duke of Sussex, is bitter over unfavorable coverage, from partying in his youth to quarrelling with his family and leaving ⁠the UK in later years.
But supporters say it is a noble cause against sometimes immoral media.
“He seems to be motivated by a lot more than money,” said Damian Tambini, ‌an expert in media and communications regulation and policy at the London School ‍of Economics.
“He’s actually trying to, along with many of the ‍other complainants, affect change in the newspapers.”
Harry and his American wife Meghan have cited media harassment as one of the main ‍factors that led them to stepping down from royal duties and moving to California in 2020. Elton John, 77, also has history in the courts with the British press, successfully suing newspapers including the Daily Mail for libel. He received 1 million pounds ($1.34 million) from the Sun in a 1988 settlement over a false allegation about sex sessions with male prostitutes.
Having successfully sued Mirror Group Newspapers, and also won damages, an apology ​and some admission of wrongdoing from Rupert Murdoch’s News Group Newspapers (NGN), the case against Associated could be Harry’s most significant. The 130-year-old Daily Mail, renowned for championing traditional, conservative values, for decades has been one of, if not ⁠the most powerful media force within Britain and unlike the Mirror and NGN has not been embroiled in the phone-hacking scandal.
It says it gives voice to millions in “Middle England,” holding the rich, powerful and famous to account.
In 1997, it famously ran a front page denouncing five men accused of the racist killing of Black teenager Stephen Lawrence as murderers and challenging anyone to sue if that was wrong.
The case was a defining moment in race relations in Britain.
Despite that, one of those now suing the Mail is Doreen Lawrence, the mother of murdered Stephen, who says journalists tapped her phones, monitored her bank accounts and phone bills, and paid police for confidential information.
The Associated case will mark one of the final airings in court of accusations of phone-hacking which have dogged the British press for more than 20 years.
The practice of unlawfully accessing voicemails fully burst onto the public agenda in 2011, leading to the closure of Murdoch’s News of the World tabloid, the jailing of its former editor who had later worked as a communications chief for ex-Prime Minister David Cameron, and ‌a public inquiry.
Murdoch’s NGN and the Mirror Group have since both paid out hundreds of millions of pounds to victims of the unlawful activity.
If the claimants lose, Tambini said, “this could be the moment when phone hacking, finally, as a set of issues, went away.”