Mediatized Da’wah: Muhammadiyah’s Digital Transformation through YouTube @MChannel1912

The rapid growth of digital technology has reshaped Islamic preaching, requiring adaptation to new communication patterns. This study aims to analyze the strategies and challenges of Muhammadiyah North Sumatra in utilizing the @Mchannel1912 YouTube channel within the framework of mediatized da’wah. Using a descriptive qualitative method, data were collected through literature review, digital observation, and in-depth interviews with key figures from the Muhammadiyah Tabligh Assembly, and analyzed through reduction, classification, interpretation, and conclusion drawing. Findings show that @Mchannel1912 reflects Muhammadiyah’s digital transformation through preacher training, contemporary content production, cross-platform promotion, and collaboration with young cadres and influencers. The novelty lies in its focus on the structured use of YouTube for regional digital da’wah, an area rarely explored in previous studies. Despite challenges such as low digital literacy, limited youth involvement, and weak interactivity, the channel enhances Muhammadiyah’s digital presence and promotes a modern, moderate, and progressive Islamic discourse. This study contributes to the literature on digital Islamic communication and offers practical insights for optimizing religious preaching in a digital society.