T’is the season for year end trend reports. Last week, YouTube Canada released intel on what’s been especially popular on the platform in 2024.

According to the report, brands adopted YouTube this year to convey compelling stories that would resonate with their target audience. From long-form storytelling to shorts, they experimented with different formats to maximize impact. This year’s top featured ads from brands like Temu (Big Game Ad Encore); Shein (Welcome to download Shein App!); Pizza Salvatoré (Grand gagnant); Imagine Your Korea (Feel the Rhythm of Korea with NewJeans); Omega (Paris 2024 Olympic and Paralympic Games); Kayak (Don’t do it yourself); Pixar (Inside Out 2); Call of Duty (Black Ops 6 – Gameplay Reveal Trailer); Squarespace (Hello Down There); and A&W Canada (Frozen Root Beer with Sweet Cream).

Overall, Canadians turned to the platform to watch and comment on a wide range of content, including major events such as the Paris Olympics and the U.S. presidential election, as well as content related to new movie premieres like Deadpool & Wolverine. Animated series such as Hazbin Hotel and Amazing Digital Circus, which premiered on YouTube this year, were trending. The fashion game Dress to Impress and the strategy game Brawl Stars were also among the top topics.

This year’s ranking of Canadian creators includes Jeenie Weenie and her sketches, which surpassed 10 million subscribers, as well as The Kalogeras Sisters and their challenge-based content. Willibed, the 23-year-old who posts videos about his life and adventures, also made the list, along with Layla Roblox and science expert Hafu Go.

The report also shows that YouTube saw an upsurge of creators particularly in Quebec, such as Camille DS and Karl Hardy with La Vie Sociale, a podcast that features inspiring conversations with personalities in the province; 55+ Yoga, which inspires women with an online community; MatMot, which publishes relatable animations that explore a variety of topics, from pop culture and video games to Quebec clichés; sports creator Danner, who encourages young people to adopt an active lifestyle; and Lesgarsdesroues who teach all about tires.

YouTube has also shared the top songs, which features a mix of genres such as country, Punjabi, rap and pop. The ranking includes songs such as Beautiful Things by Benson Boone; Lose Control by Teddy Swims; Espresso by Sabrina Carpenter; A Bar Song by Shaboozey; and 8 ASLE by Sukha.