In the past year alone, there has been a 70% increase in the number of YouTube users who follow and interact with creator channels, according to head of EMEA content Cécile Frot-Coutaz during her opening keynote at IBC2019.

Frot-Coutaz, who has been with the Google-owned platform for less than a year, said that traditional media can “only dream of this kind of real-time participation”.

During the keynote, she spoke on how YouTube creators are harnessing engagement to build businesness, create new genres and develop new content. She also looked at how media companies are reaching diverse audiences through embracing online platforms. And she discussed how YouTube and othe ronline companies can work with linear broadcasters to boost the entire ecosystem.