9 Best YouTube User Statistics For Marketers
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Top YouTube User Statistics That Advertisers Should Know
UPDATE April 16, 2018 — YouTube continues to be the web’s premier online video-sharing platform. In an effort to provide the most accurate YouTube user statistics available we’ve updated this article. The original text remains intact and any updates are noted.
YouTube is easily the most recognizable video distribution platform with the widest and diverse audience in the world. Unsurprisingly, it's also an advertising destination for brands looking to reach new viewers and target niche demographics. We’ve compiled the top YouTube user statistics to get a better understanding of the depth and diversity of YouTube’s platform.
1. YouTube has over 1.5 billion users, totaling almost one-third of all people on the Internet (UPDATED)
YouTube’s massive user base is the biggest of any video platform in the world, reaching more than 1 billion users. YouTube is available in 88 countries and 76 languages, making it accessible to 95% of Internet users. Within the US, YouTube reaches key consumer demographics in age groups 18-34 and 18-49 better than any cable network. If marketers are looking to cast a wide net where audience is concerned, YouTube is one of the best places to do it.
UPDATE April 2018 — As of its Q4 2017 earnings call, YouTube now boasts 1.5 billion MAUs. Its audience is spread further across the globe than ever before with localized versions of the video-sharing platform available in 90 countries and 80 languages, up from 88 and 76 respectively. The YouTube Go app is also set to expand to over 130 countries and today over 50% of YouTube’s videos views come from mobile.
2. Time spent by users 35+ on YouTube grew 40% faster than adults overall (UPDATED)
Millennials are not the only ones that love YouTube. In fact, GenX and Baby Boomers are YouTube’s fastest growing demographics, with time spent by adults 35+ and 55+ growing 40% and 80% faster than overall growth, respectively. YouTube reaches 95% of online adults 35+ and 55+. Seventy-five percent of the generation uses YouTube to embrace nostalgia, 68% use it to stay in the know, and 73% use it to access how-to content.
UPDATE April 2018 — YouTube continues to appeal to older generations more than other major social platforms like Facebook, Snapchat, Instagram, and Twitter. As of 2018, 56% of those aged 50 and older use YouTube. Comparatively, 55% of 50+ year-olds use Facebook, 16% use Instagram, 14% use Twitter, and 7% use Snapchat.
3. Millennials prefer YouTube nearly 2x more than traditional TV (UPDATED)
When it comes to where millennials get their video content, YouTube is the preferred provider nearly two times more than traditional TV. In a survey conducted by Google and ComScore, 35% of millennials stated that they preferred viewing and searching for content on YouTube more than on TV. By comparison, only 19% of millennials preferred traditional TV as a video destination. Studies by Nielsen and Google have also found that individuals 18+ more than doubled the time they spent on YouTube.
UPDATE April 2018 — The amount of time millennials dedicate to traditional TV continues to dwindle. During Q2 2017 18-24 year-olds watched an average of 12.72 hours of TV a week, compared to 15.08 hours a week during Q2 2016 (a drop of over 15% in a single year).
Related Post: The 10 Biggest Millennial Marketing Statistics To Know
4. YouTube is used the most to access videos uploaded by real people, brands, companies, and institutions
The most popular type of content on YouTube are videos that are uploaded by individual users, with nearly 80% of 18-34-year-olds and 71% of 35+ year-olds preferring the content style. Content uploaded by brands, companies, and institutions trails in closely at second, with 74% of 18-34-year-olds using YouTube to access branded videos. Other content types are significantly less popular, with only 14% and 12% of users 18-34 finding movies on YouTube for movies and ongoing TV shows, respectively. These statistics show that marketers need to utilize videos uploaded by popular video creators, or influencers, to best reach their audiences on YouTube.
5. 37% of individuals aged 18-34 are binge-watching
Binge-watching has become an incredible phenomenon, particularly among millennials, with 37% of people aged 18-34 binge-watching daily. Interestingly, the number of millennials who binge-watch on a less frequent basis, either weekly (28%) or monthly (32%), is less than the number of people binge-watching daily. Furthermore, YouTube was chosen by people across age groups as the preferred destination to binge-watch content. Marketers can capitalize on these viewing habits and behaviors to reach their audience in creative ways.
6. The majority of all adults will take action after viewing an ad on YouTube
Most adult users over the age of 18 find YouTube ads engaging. 62% of millennials are likely to take action after viewing an ad and 51% of individuals over 35 will likely take action after viewing an ad. If ads are personalized and relevant, nearly half of millennials would pay more attention to the ad. The way that brands advertise on YouTube should reflect consumer preference to better engage audiences.
7. 70% of users watch YouTube on mobile
YouTube users are primarily accessing the platform on mobile, with 70% of users viewing content on a mobile device. ComScore found that mobile viewing on YouTube led to a threefold increase on video views and a threefold expansion of audience scale. Brand marketers should thus be ready to format any ads according to mobile standards.
Related Post: How Much Time We Spent On Social Media [Infographic]
8. YouTube’s male-to-female ratio is about 1:1
Many sources speculate that majority of YouTube users are male, however, studies conducted by Google and Nielsen actually found that the gender demographic is evenly split, with female viewership in the slight majority. While YouTube's total user base might be closer to 50/50, studies have found that men make up the majority of viewers in 90% of YouTube’s content categories. The most male-dominated categories are in gaming, sports, and virtual worlds. Female dominated categories are make-up and cosmetics, skin and nail care, and weight loss.
9. More than 50 million users on YouTube are content creators
YouTube has reported that the platform has over 50 million active reference files for unique content. While this makes up less than 5% of YouTube’s total user base, YouTube’s total content creator base is still the largest in the world. The enormous amount of new content made available on YouTube means that users are constantly coming back to use the platform. YouTube reported that over 1 billion hours of content is watched every day, proving that content engagement is very high as well.
Related Post: A Quick Guide To The Top YouTube Influencers
10. 75% of children ages 6-17 want to become YouTubers (NEW STAT)
Among kids aged 6 to 17 YouTube is now more popular than any other career path. 1 in 3 Gen Z and millennials aspire to be a YouTuber (34.2%) compared to 1 in 6 who want to be a movie star (15.7%). Perhaps even more surprising, among those surveyed money was the fourth reason they wanted to be a YouTuber behind creativity, fame, and self-expression. The largest portion of the group (24%) said they were drawn to YouTube as a career because it supported their creativity.
Related Post: Why Influencers Are The Key To Marketing To Teens
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March 24, 2017 By Evan