3 TRUTHS BEHIND WHY THE WORLD WATCHES YOUTUBE

3 TRUTHS BEHIND WHY THE WORLD WATCHES YOUTUBE We partnered with media agency Carat and youth culture agency Archrival to find out why today’s viewers turn to the online video platform.

VIEWERS HAVE SEEMINGLY ENDLESS OPTIONS FOR SOCIAL AND STREAMING VIDEO

Across every generation, people are spending less time watching TV 1 and more time online. 2 BUT WHAT BRINGS THEM TO YOUTUBE? /@BROOKLYNANDBAILEY

3 REASONS Through interviews and surveys of thousands of U.S. adults, we uncovered three surprising reasons people turn to YouTube. 3 { "selector": "[data-custom-animation-id=\"fly-in-right-0-1.2\"]", "--x": "calc(100 * 1vw + width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "1.2s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-left-0-1.2\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "1.2s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

THOUGHTFUL PERSPECTIVES Today’s news cycle is fast. People head to YouTube for in-depth commentary and analysis, and to rewind relevant events. @MKBHD { "selector": "[data-custom-animation-id=\"fly-in-left-0-1\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "1s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

91% of YouTube viewers agree the platform allows them to search for content

@MIKESMIC @JENNYNICHOLSON @QUINTONREVIEWS 76% of YouTube viewers agree the platform is the best place to get a variety of opinions on a topic, and 69% have gone on a deep dive into movie, music, or fan theory on YouTube { "selector": "[data-custom-animation-id=\"fly-in-left-0.4-1.2\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0.4s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.4s", "duration": "1.2s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-left-0.2-1.2\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0.2s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0.2s", "duration": "1.2s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-left-0-1.2\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "1.2s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

TIME WELL SPENT While social media serves up what’s trending, YouTube gives viewers the agency to search for and choose relevant content that brings them joy — so they’re not just passing time. @AIRRACK { "selector": "[data-custom-animation-id=\"fly-in-left-0-1\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "1s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

78% of YouTube viewers agree the platform allows them to curate their own entertainment

Compared to other platforms, YouTube is their first choice to engage with things they’re passionate about and feel like they’re doing something with their time.

CREATOR CONNECTIONS A majority of viewers agree that creators are the reason they visit YouTube. This is especially true of Gen Z. @JACKIEAINA { "selector": "[data-custom-animation-id=\"fly-in-left-0-1\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "1s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

68% of Gen Z YouTube viewers agree creators are why they visit YouTube

of YouTube viewers say they like the platform’s creators because they are “real and authentic” OVER HALF

To make sense of a constantly changing world, to dive deep into what they love, and to connect with their favorite creators, viewers keep returning to YouTube. { "selector": "[data-custom-animation-id=\"fly-in-right-0-1.2\"]", "--x": "calc(100 * 1vw + width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "1.2s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] } { "selector": "[data-custom-animation-id=\"fly-in-left-0-1.2\"]", "--x": "calc(-100 * 1vw - width())", "--y": "0", "animations": [ { "duration": "0s", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(var(--x), var(--y))"} ] }, { "delay": "0s", "duration": "1.2s", "easing": "cubic-bezier(0.2, 0.6, 0.0, 1)", "keyframes": [ {"transform": "translate(var(--x), var(--y))"}, {"transform": "translate(0, 0)"} ] } ] }

WHEN ASKED TO RANK PLATFORMS BY: Best content and creators 01 Where they can find the best storytelling 02 THEIR NO. 1 SPOT GOES TO YOUTUBE

SO WHAT DOES THIS MEAN FOR BRANDS?

YouTube means a lot to today’s viewers. To connect with them and drive results, get to know the creators and content they love — and show up where they’ve always been watching. BE WHERE THE WORLD WATCHES /@NICOLELAENO

Credits

Design & Production: PHQ (Agency) Editor: Marianna Nash Production Lead: Jenny Maughan Anne Marie Nelson-Bogle Mike Law Story by: Article Success across screens: How 3 brands drove results using multiple YouTube ad formats 1. Insider Intelligence, U.S., “ How Gen Z Consumes Media in 5 Charts ,” Dec. 2022. 2. eMarketer, U.S., “ U.S. Average Time Spent per Day With Digital Video ,” Jan. 2023. 3. Google/Archrival, U.S., YouTubegeist, all claims unless otherwise stated, social competitive set for creators/influencers rank based on Instagram, TikTok, and Facebook, total study sample=3,062, based on A18–64 gen. pop. YouTube viewers visited in the past two weeks, fielded from March 3, 2023–March 28, 2023.

Credits

VP of Ads Marketing, YouTube

CEO, Carat

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