KSI with a fidget spinner - YouTube Rewind documents another year of 'success'.

KSI with a fidget spinner - YouTube Rewind documents another year of 'success'.

Today, YouTube finally unveiled it's annual 'YouTube Rewind' video - a 'celebration' of all the creators and trends that carried us through 2017. 

The video featured a number of YouTube's faces, with a medley of popular songs and themes from across the year. 

However, the creators not directly involved with YouTube's annual self-congratulating parade had a number of things to say about the YouTube Rewind 2017. 

Many YouTubers expressed utter disdain for the video, imploring their communities to remember that YouTube hasn't been all that kind to it's creators this year.

Other YouTubers criticsed the video for featuring creators and channels that haven't grown for years, over those that have enjoyed a surge in poopularity in 2017.

The nods to memes are lighthearted, but fail to give credence to how YouTubers are really feeling. Credit: YouTube

It seems the vast majority of YouTube's creators are not endorsing the platform's attempts of showcasing how fantastic the year has been. YouTube has gone through a series of changes this year, including two large advertising purges due to misconduct on the site

This had led to thousands upon thousands of creators losing their revenue streams and having to seek other forms of income, whilst still producing content for YouTube. 

YouTube has failed to fix its mass demonetisation problem, a problem that has effectively alienated a large proportion of its users. If YouTubers aren't sustaining their income through YouTube, then they'll be forced to go elsewhere. 

Changes on the horizon

 YouTube CEO Susan Wojcicki published a blog post earlier this week, detailing how YouTube is going to 'boost its efforts' to tackle abuse of the platform, and well as seeking to win back the trust of advertisers. 

However, YouTubers are not convinced that anything is going to change. The time of year is also a worry for creators; December (and Christmas) brings advertisers. 

Revenue per 1000 impressions (RPM) represents the estimated earnings that creators accrue for every 1000 impressions that they receive on a video. More watch time means more advertisements. The higher income means YouTubers can see themselves through the losses of January to April. 

The most recent advertising exodus is going to absolutely destroy the very necessary December RPMs, leaving a lot of YouTubers worrying where their income is going to come from.

Creators can only hope that YouTube begin to address the problem, before it's too late. 

Update: the YouTube Rewind video is now available to view again, after it was removed for... violating YouTube's terms of service. 



Danielle Partis is editor of and former editor of She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.