The Internet’s biggest video hosting platform celebrated its seventh birthday this year. The team behind YouTube spent 2012 developing new tools for their biggest producers. They also focused on moving the platform’s focus away from amateur productions and towards professional content. If the company wants to continue to grow, it will need to attract big names that can use the website to accomplish serious marketing and advertising goals.

The company pumped a full $100 million into enriching and building the platform’s biggest premium channels, but most of these producers shouldn’t be expecting to receive as much funding during 2013. It is estimated that YouTube will only renew about 30% of the contracts it created this year. Some channels became more successful with the funding, but many failed to attract substantial viewing numbers.

On the other side of the coin, YouTube also added a lot of support for non-profit organizations and philanthropists. All 16,000 channels registered as non-profits were given access to the new live-streaming tools from the platform. These tools can be used to teach classes, share important political events and show disaster relief efforts without any delay for editing and uploading content.