It's Thursday and Meta’s investment in AI seems to be paying off. According to Zuckerberg, AI-driven recs have led to a “5% increase in time spent on Facebook…just this quarter.”

Today’s News

CREATOR CONTRIBUTIONS

Ryan Trahan and Haley Pham raised $11.5M for St. Jude

The journey: Husband-and-wife duo Ryan Trahan and Haley Pham have completed an epic cross-country voyage, visiting 50 states in 50 days—and raising $11.5 million for St. Jude Children’s Hospital in the process.

At each stop, Trahan and Pham stayed in an eclectic Airbnb, took in local curiosities, and met up with fans across the country. Viewers were encouraged to donate with various incentives; anyone who delivered at least $5,000 to the St. Jude drive earned an on-air shoutout, while those who gave at least $50,000 bought an activation on the so-called “Wheel of Doom.” That particular bit required Trahan and Pham to negotiate tricky situations like temporary separations and phone-free periods.

While moments like those occasionally threw a wrench in their trip, Trahan and Pham eventually found themselves in Hawaii, where they enjoyed a final Airbnb, celebrated their impressive fundraising total, and ranked the lodgings they’d stayed in along the way.

The impact: This isn’t the first time Trahan has left his mark on YouTube with a high-stakes jaunt across the country. But while his iconic “penny challenge” arguably put the creator on the map, Trahan’s latest series isn’t just notable for its mile-high viewership—it also introduces a novel form of sponsorship that brands would be wise to keep an eye on.

Trahan and Pham spent much of their time on-air thanking benefactors. As advertisers quickly realized, that recognition served as a form of DIY influencer marketing presented with an organic twist.

The shoutouts were a win-win-win-win scenario: brands like Lectric eBikes, T-Mobile, Airbnb, Dollar Shave Club, Hobby Lobby, Kia, Shopify, and more got (relatively) low-cost PR, viewers got entertainment, and Trahan and Pham earned funds for St. Jude. At the end of the day, that dynamic could prove to be the true legacy of the 50 states challenge.

HEADLINES IN BRIEF 📰

• A recent survey of U.K.-based consumers conducted by Ofcom found that YouTube is the most common destination for kids when they turn on the TV. (Tubefilter)
  
  

• Meta has revealed plans to more than double its spending on AI infrastructure, with “2025 capital expenditures” expected to be “in the range of $66-72 billion.” (TechCrunch)
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• Substack is facing renewed criticism over its relaxed approach to content moderation after sending a push notification that encouraged users to read a Nazi blog. (Ars Technica)
  
  

• LinkedIn has reportedly changed the language of its hateful content policy for the first time in three years to remove a sentence prohibiting "misgendering or deadnaming of transgender individuals." (Engadget)

PLATFORM HEADLINES

Swearing’s back on the YouTube menu

The context: For years, creators on YouTube didn’t know where the lines were with swearing. They knew videos were getting demonetized because of it, but YouTube’s policies didn’t tell them why. It seemed like some swearing was okay. So…could they do it? Could they not do it? When could they do it? Were certain words allowed, but not others?

YouTube finally offered some clarity in 2019, saying that creators could swear, just not within the first 30 seconds of a video. It further narrowed that window in 2022, saying creators had to avoid F-bombs and other four-letter words in just the first seven seconds of a video.

Now? YouTube’s getting rid of the window altogether.

The announcement: In a Creator Insider video about the policy change, YouTube said it originally instituted the no-swearing window because brands wanted it to adhere to TV network standards.

We’re not surprised expectations have changed, given YouTube is currently setting the standard for TV performance, dominating all linear/broadcast networks and streaming services in terms of watch time.

The updated policy: Creators can now officially use “strong profanity” (we trust you can use your imagination here) in the first seven seconds of videos without worrying about being demonetized.

There are some caveats, though: 1) Creators can’t use any swearing in video titles or thumbnails, and “high-frequency usage” of strong profanity throughout a video will still result in demonetization. And 2) while their videos will still be monetized, creators will have to determine on an individual basis if they can receive better ad rates by keeping it clean.

But otherwise, creators—you’re free to get your F-bomb on.

TV TALK

Samsung TV Plus wants creators like Dhar Mann in the FAST lane

The creator slate: At the 2025 NewFronts, Samsung unveiled the Samsung Television Network: a platform that packages together creator-led programming in a centralized hub. Now, the tech giant is bringing more creators to its free, ad-supported TV (FAST) platform by giving Samsung TV Plus viewers access to channels dedicated to top YouTube stars like Dhar Mann, Michelle Khare, Mark Rober, and Smosh.

Those newly added offerings will join the first wave of creator-centric fare on Samsung TV Plus, which includes content from Rhett & Link and MrBeast (who is a longtime Samsung partner). With the new additions to its lineup, Samsung TV Plus now boasts access to creators who collectively reach more than 175 million subscribers.

Samsung is also locking in some exclusive content for its 88 million monthly active TV Plus viewers. Dhar Mann Studios will produce 13 original videos for the service, drawing YouTube’s favorite moralist further into the FAST lane.

The context: Samsung’s decision to up its creator partnerships reflects a rising demand from advertisers. The cultural power of influencer marketing has convinced brands to allocate larger portions of their budgets to creator-led fare—a shift that has already left an impact on the world of ad-supported platforms. In addition to Samsung TV Plus, other FAST hubs that have onboarded creator channels include Roku and Tubi.

FAST partnerships are also opportunities for creators to show that they’re ready to take on more extensive roles in the entertainment industry. For Mann, claims to cultural legitimacy have involved savvy business moves that have turned the creator’s namesake studio into a multifaceted operation.

WATCH THIS

20 Years of YouTube: In 2018, one creator took a memorable break

In February 2025, YouTube turned 20. The video site has gone through a lot over the past two decades, including an acquisition, an earnings glow-up, and multiple generations of star creators. In our 20 Years of YouTube series, we’ll examine the uploads, trends, and influencers that have defined the world’s favorite video site — one year at a time. Click here for a full archive of the series.

The context: By 2018, Elle Mills had become the latest in a storied line of under-20 creator superstars. She was a fast riser on YouTube, a mainstay on the creator festival circuit, and the star of a multi-city tour.

Then the trajectory of her career changed. In May of 2018, she uploaded a vlog in which she discussed being “burnt out at 19” and told fans she’d “been going through a tough time so I’ll be taking a little break off social media to focus on my health.”

In the context of 2018 YouTube, that revelation was groundbreaking. For most creators, an extended period of time off was out of the question. At the time, the insatiable demands of YouTube algorithm required creators to upload at a frantic pace if they wanted to avoid the viewership dips that had affected top channels.

The next gen: Early vloggers like Charles Trippy wore those grueling daily upload schedules as badges of pride—but the next generation of creators felt differently. Gen Z creators like Mills, Emma Chamberlain, James Charles, and The Dolan Twins did not fear the YouTube hiatus. They took breaks as needed and trusted their fans to celebrate them upon their eventual return to the platform. Soon enough, the YouTube hiatus became a trend in its own right, with everyone from Sam and Colby to Lilly Singh stepping away for extended periods to recharge.

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Today's newsletter is from: Emily Burton, Drew Baldwin, Sam Gutelle, and Josh Cohen.