YouTube Celebrates 20 Years as a Cultural Platform for Heritage Film
LYON, France — Speaking at the International Classic Film Market (MIFC) in Lyon during YouTube’s 20th anniversary celebrations, Justine Ryst, head of YouTube’s France & Southern Europe branch, made a bold declaration: “YouTube is ‘the platform’ for heritage film, a place where culture endures, bridging generations of audiences.”
Addressing an audience of industry professionals from across Europe at the world’s largest market dedicated to classic film, Ryst emphasized YouTube’s vital role as an ally in preserving cinema history. While her remarks focused on the French market, their relevance extends well beyond France’s borders.
“In the U.S.,” Ryst reminded the crowd, “YouTube has become the most-watched video provider on television, outpacing traditional TV and other platforms.” She described YouTube as a unique space where contemporary viewing habits and classic cinema intersect, offering a kind of afterlife for film and television history by introducing these works to new online audiences.
“On YouTube,” she explained, “films and programs don’t disappear; they live again through clips, restorations, recommendations, and new forms of engagement.” According to Ryst, this ongoing dialogue between generations of viewers is central to YouTube’s role in cultural preservation.
She highlighted how young audiences discover films their parents once loved—often through a thumbnail image, a remix, or a short clip that draws them back to the original work. Ryst also praised the growing community of creators who produce curated film shows, breathing new life into heritage cinema for digital-native viewers.
Ryst was keen to clarify a common misconception: “YouTube is not a channel but a platform.” It does not produce or editorialize content but provides the infrastructure governed by algorithms and community guidelines. “YouTube is regulated by strict rules, and we take our responsibility seriously,” she emphasized, while adding that the platform’s defining feature remains personalization.
“Show me your YouTube and I’ll tell you who you are,” she joked, to laughter from the audience.
Highlighting success stories in France, Ryst pointed to the Institut National de l’Audiovisuel (INA), the country’s vast audiovisual archive. INA has uploaded thousands of hours of content—from classic television programs to historic interviews—across some 50 thematic channels.
“INA has developed a masterclass in multi-format strategy,” Ryst noted. “You can create short vertical clips, as well as longer videos of 10, 20, or even 90 minutes. They produce podcasts and live streams, with thousands of excerpts on every subject, uploaded rapidly to match current social topics. It’s a case study in bringing images from 50 years ago back to light.”
The second example she praised was Arte, the Franco-German cultural channel, known for its “strategy of omnipresence” across linear TV, its website, and more than 30 thematic YouTube channels. This strategy enables Arte to reach diverse audiences interested in arthouse cinema, pop culture, science, and more.
“These examples show that it’s not about competing with the platform, but using it to amplify reach,” Ryst explained.
Looking ahead, Ryst discussed the growing role of artificial intelligence within YouTube’s ecosystem, especially in areas like dubbing and translation. These AI tools have the potential to make French and European works more accessible, helping them cross language barriers and reach international audiences.
“These tools can be incredibly powerful for rights holders to take their work as far as possible,” she said. “It’s especially valuable when rights holders build direct communities on YouTube — what I call a live asset. When you approach distributors or represent other films, you can demonstrate that your YouTube community represents thousands, even millions of subscribers, and that you have millions of hours of content in your asset. That’s credibility.”
Ryst’s insights align with YouTube’s global strategy, which was also highlighted at this week’s Mipcom event. There, the platform’s significant presence underscored its pivotal role in the creator economy and TV industry. Industry leaders discussed how YouTube bridges traditional media and digital content, fostering new business models and collaborations with major studios.
In closing, Ryst reflected on YouTube’s longevity as both a technology company and cultural platform. “We’ve been around for 20 years,” she said, “and we hope to be around for at least another 20.”