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CREATOR ECONOMY

Google’s 'Year In Search' Tops U.S. YouTube Reach

John Cassillo

• 1 min read
Google’s 'Year In Search' Tops U.S. YouTube Reach
Photo by Solen Feyissa / Unsplash

Google’s “Year In Search” has become a viral event every year across TV and social media, and the brand made the most of the 2025 recap in December. Data from Tubular Labs shows that Google was the No. 1 creator (brand or otherwise) on YouTube by U.S. unique viewer reach – at 154.4 million in December.

  • While some of that can definitely come via advertising, the brand still generated an impressive 374 million views with the initial recap video, and another 112K engagements.
  • Subsequent videos around end-of-year trends also generated 10s of millions of views, and significant engagement as well.

The approach shows how YouTube advertising can be effective, but doesn’t carry over into audience engagement without significant strategy behind it. Google ended the year as THE brand getting in front of consumers, even amid the pre-holiday shopping rush.

Google also increased its December U.S. YouTube reach by 50% year-over-year, showing how this year's strategy also paid off more than last year's around "Year In Search."