Can you imagine
your everyday life without viewing videos? Whether it be a movie at bedtime, or
an ad about a product you’re thinking to buy, or any educational video, or an
entertaining video blog, we bet that it happens mostly via YouTube. Or maybe,
you prefer creating videos yourself, editing them, and writing scenarios, don’t
you? Whatever can be done related to videos and video content, there is no more
convenient and popular platform than YouTube.
Today influence and significance of the platform is almost invaluable. In fact, YouTube offers a wide range of opportunities to its users, providing various free services, such as searching and watching videos, creating and uploading personal videos to the channel, commenting and sharing videos, subscribing and following other channels and users, creating and organizing personal playlists, etc.
Thus, due to its multi-functionality and usability, the platform may be considered as an irreplaceable tool for creation, promotion, education, entertaining, and even writing practice. Moreover, over the years of its existence, the platform has already proven itself with high-quality services provided and with great content offered. And no matter, whether you are an experienced user or a first-timer, whether you have a desktop or phone, the platform and its services are always available and easy to use.
Even more, an
outstanding feature of YouTube is that it can’t be exactly classified whether
it’s a social media network or a search network, or a video platform since it
combines several features and services. As a result, that gives it an advantage
over other similar services and pushes to the leading position.
If you still
have doubts about YouTube’s import role in users’ activity, then let’s turn to
the latest statistical data and find out the answers to the crucial questions
Who are the main users of the platform?
How do they use it?
What meaning does it have for business and advertising?
Numbers can speak much louder than general words, just wrap your mind around that: viewers watch about one billion hours of video on YouTube daily, the platform has approximately 2 billion authorized monthly users. And this amount is continuing to grow rapidly. In comparison to 2018 data, the user population was only 1.8 billion.
More than 70 percent of adult users prefer YouTube to other social networks, and that’s more than Facebook showings and twice as much as Instagram showings.
Among about 80
percent of teens and twenty-five-year-old users, YouTube is the most preferable
online platform. Only on mobile, the number reaches 70 percent of millennials
as for the third quarter of 2019. As to middle-aged people, the percent of
active YouTube users is about 60-65.
In terms of geographical location, the main traffic of viewers comes from the US, it’s about 15 percent, India takes second place with approximately 8 percent of YouTube users, and the third place goes to Japan – 4.5 percent of viewers. Moreover, about 90 percent of all Indian video viewers prefer YouTube to other platforms. Just compare that to Netflix showings, which is only three percent!
As to language criteria, it may seem a bit weird that only about 30 percent of popular videos are in English, but if to consider that YouTube works in 80 different languages in 90 different countries, the percentage of the English language is quite logical.
So, now we have a general idea of the main YouTube users, then let’s proceed to usage statistics to discover how people use the platform.
It may seem
almost incredible, but every minute YouTube users upload 500 hours of video!
Furthermore, the number has increased by 40 percent in the last five years, and
it is still growing. Every YouTube visitor spends more than 10 minutes on the
platform daily, and it’s more than it was one year ago.
algorithm and tendencies
percent of users watch videos according to YouTube recommendations. To be more
exact, around 60 percent of watchers do it occasionally and about 15 percent of
viewers do it regularly. It’s quite feasible, as the recommendation algorithm
is a very useful service, recommendations are based on personal preferences,
interests, and viewing history of each user. That’s why people trust it and let
the platform choose what they will watch. Usually, users click around to
observe new videos, thus every visit to YouTube estimates about 6.5 page views.
YouTube has a
great number of channels, but statistics show that only 10 percent of the
existing channels make 70 percent of the most viewed videos.
More than 70
percent of YouTube viewers prefer to use the platform on their phones, it has
been a constant quantity since late 2018.
What can be more
convenient for watching than a TV screen? So that the number of YouTube views
via TV screens has increased by 39 percent, which estimates 250 million hours
of watch a day. Plus, among millennials, YouTube has become the second most
preferred platform for watching videos on TV screens. The first place is taken
by Netflix here.
YouTube for business and advertising
Let’s outline some YouTube users’ behavioral tendencies that can be meaningful to business and advertising.
Based on marketing
survey results we can assume that personal interests are more essential to
YouTube users than showing a popular actor or production value. The majority of
people choose videos and decide what to watch in accordance with their
interests. Producers that managed to identify the interests and needs of their
audience have more chances to be popular and to promote their channels than the
ones who are spending their time on creating smart and costly content.
There is another
YouTube users’ tendency that can be useful to advertisers. Around 80 percent of
customers before buying anything watch “which product to buy”, but as a
marketer, you should take into consideration that they are searching for
helpful, informative, and true-to-life videos. Moreover, YouTube users prefer
not to watch any misinformative videos or the ones with borderline content.
interesting fact about YouTube is that although producers tend to show men in
videos more often than women, users watch them less.
Keeping in mind the statistics above and the main users’ behavioral features, you can easily grow your YouTube audience and promote your channels effectively.