Audience Growth

Why YouTube Will Be the Hottest Creator Platform in 2023

by Nicholas Bouchard · Published Dec 7, 2022

These days, it seems like TikTok is on the tips on everyone’s tongues. However, just because TikTok is the app of the moment doesn’t mean creators should be ignoring older video-sharing platforms. In fact, we are convinced that YouTube will see a huge resurgence in 2023. With a number of new features and initiatives coming soon to YouTube, content creators will need to adjust their strategy accordingly to make sure they’re capitalizing on the platform.

From its foray into bite-sized video content with Shorts, to its expansion into podcasting, read on to learn why YouTube will be bigger than ever in the new year.

The state of video content creation

Within a few short years since TikTok became available globally, the app’s popularity has completely changed the game, leading to the rise of short-form video content. By early 2022, TikTok became the most downloaded app in the world. The platform’s mainstream success has even prompted existing players like Instagram and YouTube to create their own version of short-form video formats to compete. 

Short-form video hasn’t just transformed social media platforms — it’s reshaping the creator economy, too. Among the first 10 creators on Forbes’ Top Creators 2022 list, three are TikTokers, who raked in a combined $36 million in 2021. Creators, brands, and audiences are taking note.

But that doesn’t necessarily mean that short-form video will dominate the creator economy forever, or that other types of content are on the decline. Some, like us here at The Leap, believe that short-form video fatigue will lead people back to long-form content — YouTube’s specialty.

So, with that in mind, let’s dive into why YouTube isn’t just going to stick around, but actually becoming even bigger in 2023.

What’s in the pipeline at YouTube?

In the words of American writer William S. Burroughs, “When you stop growing, you start dying.” While the quote’s originator lived long before the internet was even a thing, the quote is absolutely true of the platforms that content creators rely on.

There’s a lot happening over at the YouTube HQ, and going into 2023, creators will certainly want to pay attention to the platform’s new features. Here’s a quick overview of how YouTube plans to grow in the new year:

Going all in on YouTube Shorts

During the Made on YouTube live event back in September, YouTube announced it’s going to make a huge investment in Shorts, its short-form video format. That’s because it knows that cracking the code of short-form content is essential for any platform to have staying power today.

There are two big changes YouTube is planning to roll out:

1. Ad revenue sharing for Shorts creators

Starting in 2023, YouTube will start pooling together ad revenue from all Shorts on the platform, and give payouts to creators depending on the number of views they get.

2. An updated Partner Program

Historically, there was only one way to get into YouTube’s Partner Program: You needed 1,000 subscribers and 4,000 watch hours in the last year. But starting in 2023, Shorts creators can get in on the action too, as long as they have 1,000 subscribers and 10 million Shorts views in the last 90 days.


THIS JUST IN!!! @youtube makes some major changes 🚨 Full announcement linked in our bio. #youtubenews #youtube #youtubemonetization #youtubepartnerprogram #greenscreen

♬ original sound – The Leap

Making a big bet on podcasting

Podcasts have become such a prominent content medium that it seems everyone has created one — from celebrities, to entrepreneurs, to marketers. And the list goes on. It’s no surprise, then, that YouTube is looking to make big leaps in podcasting come 2023.

Here are some interesting moves we’ve recently seen from the platform:

1. A new podcasting guide aimed at YouTubers

This 60+ page document is a full-on, A-Z guide for burgeoning podcasters looking to get their start on YouTube. If this information-packed guide is any indication, YouTube is likely going to invest in more resources to support podcasters.

2. A dedicated Podcasts page

According to 9to5Google, YouTube has created a new Explore page specifically for podcasts, placing it next to other categories such as Trending and Music. Appearing to have first launched in late July, the Podcasts page is currently only available to select users, but it’s expected to become more widely available in the near future.

Educating the masses

We’ve already written at length about YouTube’s plans to become a stronger platform for educational creators in 2023, but here’s a quick recap of what’s coming:

A new video player for education

This new video player will be ad-free and embeddable in a number of educational apps.

Built-in courses

YouTube educators won’t have to go to a third-party platform to build courses anymore. Instead, qualified creators will be able to do it right from YouTube, with the ability to create both free and paid courses.


Educational creators can test their audience’s knowledge with the new Quizzes feature, which recently went into beta, increasing engagement between content releases.


All of this and more straight to your inbox every Thursday. Click the link in our bio to sign up! 💌 #creatoreconomy #creatornews #internetnews #socialmedianews

♬ original sound – The Leap

3 reasons why YouTube isn’t going anywhere

It’s been around the block

YouTube has been around since 2005. That’s 17 years ago, which is probably longer than some creators have been on this planet. The platform has already gone through several ups and downs, and has outlasted its fair share of “YouTube killers.” If anything, YouTube’s push towards short-form video in 2023 will further bolster its status as the king of video-sharing platforms.

It’s owned by one of the most valuable companies in the world

Alphabet Inc., the parent company that owns both Google and YouTube, isn’t just big. It’s Big-Tech big. It’s in the same ballpark as Amazon, Apple, Meta, and Microsoft. That means there’s a lot of money behind YouTube, and it’s going to take more than TikTok to bring it down.

It’s constantly pushing into new territory

Within the last few months, we’ve seen YouTube branching out into podcasting, educational content, and short-form video content. It’s a platform that’s constantly evolving. And no matter what content format or feature becomes huge in 2023, YouTube will probably develop its own version of it eventually. After all, it’s already come a long way.

All eyes on YouTube

As a content creator, you need to stay up to date on the newest platforms, so that you can be where the trends are and find new opportunities to earn money. But you also shouldn’t ignore the older platforms. Judging from what’s brewing at YouTube, it’s clear that the platform isn’t going anywhere in 2023. Whether you’re an educational creator, a podcaster, or any other kind of creator, YouTube is one to keep an eye on in the coming year.

Follow The Leap on TikTok and Instagram for more creator economy news. We also make a newsletter.

Nicholas Bouchard
About the author

Nicholas Bouchard

Nick Bouchard is a content writer and marketer with a passion for creation. His hobbies range from writing fiction to wrestling. He can only be photographed in national parks and on mountains, and pictures of him usually come out blurry. Some wonder if he even exists at all.
Follow us on tiktok