YouTube Experts: Q&A
The road to YouTube isn’t always the same for producers in the digital content community. We’ve asked some of our clients and network, who are experts in digital content, to share their insights into the current YouTube landscape.
They explore the opportunities the format provides, break down distribution processes, look at how to utilise the platform in a strategic way, and share advice for producers.
Moises Valor, COO at Futcrunch
What is the biggest opportunity for creators and producers on YouTube right now?
Answer: I believe the biggest opportunity right now for both creators and producers is the availability to learn from each other to develop the entertainment industry. YouTube beats every platform in terms of consumption of content, and there is a reason why that is – but it’s a new industry which needs help structuring. Producers on the media platforms need innovation, so in a nutshell, we need each other in order to revolutionise the entertainment industry.
What do wish more people knew about YouTube?
Answer: There is more than just Mr Beast, and you do not need 6 figures budget to create a loyal fan base or a following.
How can you use YouTube for original content development?
Answer: YouTube can be used as a mean to try and test appetite for new ideas and new concepts – that perhaps there is not enough data to support the production of said ideas for the big platforms such as Netflix, Disney and others.
How do you use YouTube for distribution?
Answer: For Futcrunch, Youtube is our main platform, so the way we distribute is the following: Futcrunch is a Media Production company. Within that umbrella we have 3 channels – The Main Channel (where we attempt to create the best videos in our niche possible), our gaming channel for our FC fans and Reacts Channel. They all aim to entertain but serve similar audiences, and are there to keep providing content to our fans.
What is your favourite YouTube IP?
Answer: My favourite IP by a Creator is Crunch Labs from Mark Rober. This is based out of his own channel and even though it’s not a Content Format, I believe this is probably one of, if not the best product and IP developed by a creator. This serves a major purpose which is more than making money – it’s aimed to make kids improve their creativity skills and incentivise thinking outside of the box.
What is one thing about YouTube as a platform or ecosystem that you wish more people in the industry understood?
Answer: You always need to keep improving or make your content good enough so that the audience decides to come back. This environment of always improving has enabled creators to quickly develop their storytelling techniques and help us rival traditional entertainment industry.
How can YouTube be used most effectively as a space for developing original IP? Is there a YouTube IP or creator that you think best exemplifies where the medium is heading creatively or commercially?
Answer: Mark Rober, Mr Beast, and if I say so myself, Futcrunch as well. You can clearly see in these creators how the space is moving as a brand. Streamers want to work with more creators, and not only brands – but sports clubs in Football, basketball and American Football are also getting more involved into this ecosystem.
In terms of IP, we have Crunch Labs products, CrunchLab’s Netflix series and MrBeast. We have the whole ecosystem that Mr Beast is also building around his brand, Chocolate, theme parks, and IP with Amazon Prime.
How can YouTube be used most effectively as a space for developing original IP? Is there a YouTube IP or creator that you think best exemplifies where the medium is heading creatively or commercially?
Answer: Mark Rober, Mr Beast, and if I say so myself, Futcrunch as well. You can clearly see in these creators how the space is moving as a brand. Streamers want to work with more creators, and not only brands – but sports clubs in Football, basketball and American Football are also getting more involved into this ecosystem
Joe Lewis, Head of Audio at The Voiceover Gallery
What do you see as the single biggest opportunity for creators and producers on YouTube right now?
Answer: I think the stats say YouTube is the definite go-to for younger audiences, so it’s an amazing opportunity for creators to grow their brand cost-effectively. A quick Google will tell you that the platform reaches over 2.5 billion users monthly, with more than a third aged 18–34, making it an excellent platform for engaging with young people.
How can YouTube be used most effectively as a space for developing original IP?
Answer: YouTube lets creators experiment and develop original IP with minimal financial risk. Professional-level production tools are now cheaper and accessible so anyone can create great-looking and sounding content, and in the future, creators will inevitably take even more experimental approaches. It’s also good news for production houses and creative companies as we are already noticing young talent come through with highly developed and imaginative skillset.
What is one thing about YouTube as a platform or ecosystem that you wish more people in the industry understood?
Answer: I’m not sure if it’s fully appreciated, but YouTube uniquely allows high-production content and newcomers to coexist. For example, shows like The Grand Tour clips started on YouTube and helped creators gain traction that led to bigger deals and distribution on platforms like Amazon Prime.
We also know that for many brands it is a great platform to help create shows that both market their brands while also creating entertaining content. Perhaps more importantly, for us, as the quality of content grows so do the budgets. I don’t think I would have ever thought we would work on so much YouTube-driven content a few years ago, but we do now, and it is becoming a more important revenue stream for us.
Senta Heidenreich, Manager of VoD and YouTube at OneGate Media
What is the biggest opportunity for creators and producers on YouTube right now?
Answer: The biggest opportunity is creating lasting brands and IP that grow loyal audiences and long-term value, rather than chasing quick viral moments.
What do you wish more people knew about YouTube?
Answer: That YouTube is not just social media, but a long-term discovery and search platform, more like Netflix than Instagram—content builds libraries, audiences return intentionally, and creators can continuously optimise videos and metadata, making the platform far more flexible than many others.
How do you use it for distribution?
Answer: By combining long-form content for loyalty with Shorts and clips for discovery and reach.
In your own words, what is the biggest opportunity for producers/ the TV and film industry with YouTube right now?
Answer: YouTube’s algorithm has long favoured high-quality content and longer watch times, and that trend is only accelerating, which puts the TV and film industry in a uniquely strong position.
If you’re sitting on episodic or feature-length content that hasn’t been picked up, or that simply won’t be licensed in certain territories, put it on YouTube. You could build audiences in markets you never knew existed and unlock revenue streams you didn’t think were possible.
Don’t overlook your archives either. Older content can actually outperform new releases on the platform. So, if you have legacy shows gathering dust, get them digitized and uploaded. The same goes for old pilots. There’s real value in giving them a second life, and chances are an audience is already out there waiting for them.
The window is still open. YouTube isn’t going anywhere; it’s only getting bigger!
What is your favourite YouTube IP?
Answer: Yoga with Adriene is simple, genuine, and easy to follow. I personally find it convenient and fun to do from the comfort of my own home. I’ve been following her channel for close to 10 years now. She’s been around since 2012 and currently has 13.5 million subscribers. It has been pretty cool to watch her grow an empire from something she truly loves and can share with the world.
That’s the beauty of YouTube. The sky is the limit. If you have something to offer, YouTube provides the platform to showcase your talent, build your audience, and eventually make money while you sleep. It takes a lot of hard work in the beginning, but if you stay dedicated and true to your message, the right audience will find you.
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