What Works on YouTube in 2025? We Analyzed 10,000 Videos to Find Out

The creator economy on YouTube looks nothing like it did even two years ago. YouTube Shorts have become a discovery powerhouse. Long-form YouTube videos are now competing with TV content. Viewer habits have changed, and so have the rules of the platform.

We reviewed over 10,000 YouTube videos using insights from Measure Studio, Business Insider, arXiv studies, YouTube Creator Studio data, and real-world creator reports. This post breaks down exactly what works on YouTube today, so you can adapt your strategy and grow.

Why This Analysis Matters

The YouTube algorithm in 2025 is smarter, stricter, and more focused on rewarding content that keeps viewers engaged. Random uploads rarely gain traction. Competition has intensified as more creators flood the platform, and YouTube CPM rates fluctuate with advertiser demand.

Brands, too, are more selective about where they place their budgets. For creators, that means packaging your channel, strategy, and metrics professionally is as important as the content itself.

If you're serious about growth, and turning your channel into a business, you need to understand what’s working now, not last year.

What Video Length Works Best on YouTube in 2025

The consensus across the data is clear: 7 to 15 minutes is the sweet spot for long-form YouTube videos in most niches.

This length strikes the perfect balance between:

• Retaining attention, especially for mobile viewers

• Delivering enough depth to satisfy YouTube’s watch time and retention requirements

• Supporting one or two mid-roll ads, which significantly boosts RPM

Longer videos are also thriving, particularly in certain formats:

• YouTube tutorials: Audiences are willing to stick around for 15–30 minutes (or more) when they’re learning something valuable.

• Product reviews on YouTube: Detailed reviews often run 20–40 minutes, particularly tech or lifestyle content aimed at high-intent audiences.

• Story-driven or vlog content: Episodes of 20+ minutes are performing well on connected TVs, where viewers settle in for a longer watch session.

If your average video is under 7 minutes, you might be limiting your ability to build watch time and monetize effectively. The opportunity is in expanding your content thoughtfully, not just adding filler.

The Rise of TV Viewing on YouTube

One of the biggest shifts on YouTube is where people are watching. For many top creators, over 65% of ad revenue now comes from viewers on connected TVs.

TV audiences behave differently:

• They watch longer sessions

• They’re more tolerant of mid-roll ads

• They engage more like they would with traditional TV shows

YouTube knows this, and it’s actively encouraging creators to think like producers:

• Structure videos like mini-episodes

• Use playlists to create binge-worthy experiences

• Create longer videos that can support multiple natural ad breaks

If you’re not optimizing for TV viewers, you’re missing one of the most lucrative audience segments on the platform.

YouTube Shorts vs Long-Form: Different Tools for Different Goals

YouTube Shorts are unmatched for discovery. They drive enormous view counts, likes, and reach. The algorithm loves them for attracting new viewers to the platform.

But discovery isn’t the same as depth. Long-form YouTube content is where you build real loyalty. Long videos generate:

• More comments

• More subscribers

• More watch time

• More monetization opportunities through ads and sponsorships

Creators succeeding today use both:

• Shorts attract fresh viewers

• Long-form keeps them engaged and turns them into fans

For example, a creator might post a Short that teases a longer tutorial or story, linking to the full video in the comments or description.

Retention: The YouTube Algorithm’s Favorite Signal

Retention is arguably the most important metric on YouTube in 2025.

Click-through rate (CTR) gets viewers to click. But watch time and viewer retention determine how far your content spreads through recommendations, which drive about 70% of YouTube watch time.

What strong retention looks like:

• At least 50% of viewers still watching at the video’s midpoint

• Minimal drop-off in the first 30 seconds (your hook is working)

• A “flat” retention curve, meaning viewers stay engaged throughout

YouTube Studio offers a retention graph for every video. Study where viewers drop off. Are your intros too long? Are you losing people at transitions? Adjust your content accordingly.

How to Maximize YouTube Revenue in 2025

Winning creators combine smart content with smart monetization.

They do this by:

• Embracing auto mid-roll ads, which YouTube reports can boost earnings by 5–10%

• Designing videos with natural break points, so ads don’t feel intrusive

• Building playlists that encourage binge-watching, especially on TV

• Pairing ad revenue with sponsorships, affiliate links, and product placements

Importantly, top creators don’t just focus on creating great videos, they also present their channels professionally to sponsors. That means having a media kit that’s clean, current, and easy to share. Instead of screenshots or outdated PDFs, many creators use CreatorsJet to generate live media kits that update automatically with their latest stats.

Actionable Steps to Succeed on YouTube in 2025

1. Focus your long-form videos on the 7–15 minute range. Go longer when your niche and content type allow it, especially if you’re targeting TV viewers.

2. Pair Shorts with long-form videos. Use Shorts to drive discovery, then direct viewers to longer content that builds deeper engagement.

3. Obsess over retention. Hook your audience in the first 30 seconds, deliver on your title’s promise, and study your retention graph to improve every video.

4. Make your content TV-friendly. Structure videos with clear segments, create playlists that feel like a series, and think about the viewer who’s watching on a 50-inch screen.

5. Level up your pitch materials. If you want to land brand deals, make sure your media kit reflects your professionalism and current stats.

Final Thought

YouTube in 2025 is no longer a platform where you can choose between Shorts or long-form. Success comes from mastering both. Shorts bring in the audience. Long-form earns their trust, loyalty, and your revenue.

If you’re serious about turning your channel into a business, this is the framework to follow. And when you’re ready to package your stats for sponsors, make sure your media kit shows your value, not just your follower count.