The opening session of Press Publish NYC was a vibrant celebration of creator culture, community, and the evolution of YouTube. Hosted by Colin and Samir, the event welcomed over 400 attendees from 16 countries, representing more than 400 million followers across platforms. The session featured a keynote by Kevin Allocca, Global Director of Culture & Trends at YouTube, who took the audience on a whirlwind tour of YouTube’s 20-year history, highlighting its cultural impact, creator-driven innovation, and the rise of a new generation of fandom.
If You Read One Thing, Read This:
“You don’t see me in it. You’re seeing it through me. You experienced what I experienced.” — Kevin Allocca, quoting Bear Vasquez
This quote, shared by Kevin Allocca, perfectly encapsulates the power of YouTube over its 20-year history — creators as conduits for authentic human experience. Early YouTube was about enabling people with unique experiences and unique points of view, and giving them the tools to share their perspective with the world at an unprecedented speed and scale.
Hot Take:
“Skibidi Toilet” is one of the top trending topics of the year—and it’s not just brain rot.
Kevin’s breakdown of the Skibidi Toilet phenomenon was both hilarious and profound. What started as a bizarre animated short from the country of Georgia evolved into a decentralized narrative with over 4 million fan-made videos. While many dismiss it as cringe, Kevin argued it reflects a generation’s participatory media culture and shouldn’t be underestimated.
Other Key Takeaways
1. YouTube’s Randomness Became Its Superpower
Early YouTube was a wild west of content—home movies, cat videos, and viral oddities. What seemed like “low-quality nonsense” quickly became a tapestry of compelling human experience, invading popular culture and spawning new creative formats.
“That massive randomness turned out to be filled with an incredible diversity of compelling human experience.” - Kevin Allocca
2. Creators Invented Entirely New Economies and Genres
From LonelyGirl15 and Smosh to ASMR and unboxing, creators pioneered genres that traditional media couldn’t predict or understand. The rise of “edutubers,” “booktubers,” and niche fandoms demonstrated the power of creators to build businesses and communities around their passions.
“Creators of all sizes have contributed to an entire world of fandom that now exists on YouTube.” - Kevin Allocca
3. Fandom Is Deeply Personal—and Sometimes Delightfully Weird
YouTube enables hyper-personalized fandoms, from obscure vinyl records to traffic footage of a low-clearance bridge.
“Imagine buying a shirt with this random bridge on it. But don’t judge, because about half of younger fans now agree that they are part of a fandom that no one they know personally is a part of.”
4. AI Is Accelerating Creativity, but Human Connection Still Leads
Generative AI tools are rapidly changing the landscape of video creation, making it harder to predict what trends and formats will emerge next. Yet, the formats that resonate most—vlogging, street interviews, and video podcasts—are those pioneered by creators long before AI became mainstream. Kevin emphasized that while AI is accelerating change, it’s the unique tastes and participatory culture of today’s creators and audiences that truly drive the evolution of media.
5. Gen Z Is Redefining Content Creation and Consumption
Today’s teens are not just watching—they’re participating, remixing, and influencing culture. Formats like “Skibidi Toilet” and meme-driven trends show a generation comfortable with decentralized, reference-laden, and globally influenced media. Nearly 60% of young people consider themselves video content creators.
“Among them is the first generation of teenagers that is growing up watching content created by other teenagers.” - Kevin Allocca
Closing Thoughts
Press Publish NYC kicked off with a powerful reminder: creators are not just entertainers—they’re cultural architects. From nostalgic viral moments to the rise of AI-driven creativity, the session celebrated the weird, wonderful, and world-changing impact of creator content.
