The king of video has a new crown, and it is made of pure gold. Google has revealed that YouTube generated a staggering $60 billion (approx. 9.3 trillion Kenyan Shillings) in revenue in 2025, a figure that not only shatters expectations but officially vaults the platform past streaming giant Netflix in terms of total earnings.

This financial disclosure comes amidst a strategic pivot that has seen YouTube aggressively transform from a simple ad-supported video repository into a subscription powerhouse. The $60 billion figure is a testament to the success of this dual-engine model. While advertising remains the bedrock, the surge in "YouTube Premium" and "YouTube Music" subscribers has added a lucrative, stable revenue layer that is the envy of the industry. The platform is no longer just a place to watch cat videos; it is a fully integrated media ecosystem that commands the attention—and the wallets—of the world.

The "So What?" for the media landscape is profound. YouTube’s ability to monetize both the casual viewer (through ads) and the superfan (through subscriptions) proves that the future of media is hybrid. Unlike Netflix, which relies almost exclusively on subscriptions, YouTube’s diversified income stream makes it more resilient to economic downturns. This revenue milestone signals that the balance of power in the streaming wars has shifted decisively towards user-generated content platforms that can also offer premium experiences.

The Paid Subscriber Push

The drive for paid subscribers has been relentless. YouTube has been using a carrot-and-stick approach: frustrating free users with increased ad loads while enticing them with the ad-free nirvana of Premium. The strategy is working. Millions of users have capitulated, trading their patience for a credit card transaction. The revenue data confirms that viewers are increasingly willing to pay for convenience and quality, even on a platform they historically viewed as free.

Furthermore, the "Living Room" strategy is paying off. YouTube is now the most-watched streaming service on TV screens in the US, beating out Netflix, Disney+, and Amazon Prime. By conquering the big screen, YouTube has unlocked higher-value advertising inventory (CTV ads) that competes directly with traditional television budgets.

• The Netflix Comparison: Surpassing Netflix’s revenue is a psychological and financial milestone, proving that the "open platform" model can out-earn the "walled garden" model.
• Creator Economy Fuel: A significant portion of this $60 billion is shared with creators, solidifying YouTube’s position as the most lucrative employer for the digital creative class.
• Global Dominance: The revenue growth is not just a US phenomenon; it reflects YouTube’s deepening penetration in emerging markets like Africa and Asia, where mobile-first consumption is exploding.

As YouTube continues to invest in AI-driven recommendations and Shorts to combat TikTok, its financial war chest gives it an unassailable advantage. The $60 billion year is not a peak; it is likely just the baseline for a new era of dominance. For competitors, the message is chilling: YouTube is not just competing for screen time; it is consuming the entire media economy.