Justine Ryst returns to YouTube France

Justine Ryst, the guest of Sunday, heads YouTube France. This week, she returns to discuss several key developments from the platform, focusing on the evolving relationship between the public, creators, and brands.

YouTube France’s busy week

YouTube France had a dynamic week, marked by the launch of YouTube Shopping in France, the release of an impact report, and the YouTube Festival. Ryst emphasized that these updates reflect YouTube's central role in the creative revolution, user engagement, and brand evolution.

The convergence of public, creators, and brands

At the YouTube Festival, Ryst spoke about the convergence of the public, creators, and brands. She noted that nearly 20 years after its creation, YouTube has become an economic force, serving as the engine of the Creator Economy, an industrial partner for television networks, and a business and brand-building partner for advertisers.

Building trust through content

Ryst pointed out that in 2026, intent is not bought but earned. She emphasized the need to move beyond traditional advertising and create content that directly connects with the audience in a relevant way to build trust. This trust allows creators to build engaged communities, and the real challenge for brands is to make this shift.

French content and creators

More than 10 million hours of content have been uploaded by French channels since January 2026. Ryst highlighted the quality of documentaries on YouTube, noting that the documentary Clem who runs, focused on climbing a mountain in South Korea, has exceptional production, photography, and storytelling.

Traditional media on YouTube

Ryst noted how historical figures from traditional media are increasingly using YouTube. The France Télévisions news broadcast on the platform and the Franceinfo group's information have become the first news channel on YouTube in France. This highlights YouTube's significant civic role in making reference information accessible to all audiences, especially with elections approaching in 200 days.

Sports and community engagement

Ryst expressed amazement at how creators are positioning themselves on sports rights, offering live commentary and "watch with" experiences for major competitions. This new model for broadcasting sporting events could be extended to other sectors like music, as creators have built strong relationships with their communities over time.

Animal welfare concerns

Ryst mentioned her sensitivity to animal welfare and her habit of watching YouTube channels from shelters. She expressed frustration and anger at France's status as European champions in animal abandonment, noting that videos of dogs arriving at shelters seeking homes deeply affect her.

Personal life and upcoming challenges

Ryst described her Sundays as being with family, sports, and friends, and she enjoys Sunday evenings because she likes meeting Monday mornings. She no longer experiences Sunday evening blues. Her upcoming week is intense, with discussions around the TSV-G (television and video services tax) in France and meetings with creators and productions to better utilize the YouTube platform.

Optimism for the future

Ryst expressed optimism about the bold, ultra-hardworking youth taking risks, which gives her confidence in the creative generation and the generation as a whole. She sees this as a positive sign for the future of YouTube and its creators.