The future of YouTube marketing is multicultural; here’s how brands should adapt

of monthly YouTube users in the U.S. are ethnically diverse, with Hispanics comprising the largest proportion.

of ethnically diverse YouTube users are watching more videos in 2017 compared to 2016.

The majority of ethnically diverse YouTube viewers use the platform at least once a day.

of black millennial viewers say YouTube is a place where black people have a voice.

black millennials would like to see brands better represent diversity in ads.

black millennials say they're more likely to consider a brand that positively reflects black culture.

Black millennials are more likely to feel a sense of personal connection to YouTube creators than traditional celebrities.

of Hispanic millennials feel more favorably about brands that include aspects of Hispanic culture in their advertising when making digital purchases.

of Hispanics say it's important for a site to have content relevant to them.

of Hispanics say they watch YouTube to engage in passions or topics of interest.

of Hispanics who recently purchased personal care products say YouTube is one of the best places to find videos from others like them about brands/products they're considering.