Video has the power to bring us the moments that matter, no matter where we are. And that’s why every month, billions of logged-in users across the world choose to watch YouTube.1
And here in Australia and New Zealand, YouTube remains the platform of choice. According to Nielsen DMR, YouTube reached more than 17 million Australian adults in June 2023 – that’s over 85% of the Australian population.2 And in the same month, YouTube reached over 3.5 million adults in New Zealand, which is over 90% of New Zealand’s adult population.3
With a recent explosion in the variety of screens and platforms for consumers to watch video content, those numbers are significant. In fact, according to a survey conducted by Kantar, YouTube is the #1 video service viewers in both Australia and New Zealand say they watch the most.4
But what makes YouTube so special, is that everyone’s YouTube is completely unique. YouTube provides video for all - and if you were to ask each viewer ‘why YouTube?, nearly every answer would be different.
It’s hard to quantify the astounding breadth and depth of content here. The modern Australian and New Zealand audiences are incredibly diverse and so is the content they watch – and on this platform, no matter what you’re interested in or how you identify, there’s something for everyone.
With more pressure than ever on profitability while still maintaining your brand, success hinges on connecting with your audience.
YouTube allows us to reach the most niche corners of the content universe, but it also enables us to share in those viral cultural moments. From finding deeply personal content to watching the same videos everyone else’s eyes are on too, audiences are connecting with the most relevant content on YouTube.
So what does this mean for marketers? With more pressure than ever on profitability while still maintaining your brand, success hinges on connecting with your audience. But your audiences have changed, and how you can drive impact has changed too.
We’ve run the numbers and analysed the YouTube trends, so you can hit both your long and short term marketing goals, and get the most out of your ad campaigns with our AI-powered marketing solutions. Here’s what we found…
YouTube is loved by the diverse audiences of today, and tomorrow too
YouTube caters to all the tastes, interests and diverse cultures of modern Australians and New Zealanders - a good thing, given that linguistically diverse communities have grown 18% year-on-year in Australia!5
YouTube is also popular among the younger demographic - Gen Z uses YouTube to find fresh up-to-date content, find inspiration and to watch more short and long form content than any other platform.6
According to a study conducted by Kantar, Gen Z (18-24) viewers in Australia and New Zealand say that YouTube is #1 in delivering relevant content and providing access to content they can’t find anywhere else. And, it’s the #1 place for them to go deep with what they love.7
Audiences are writing their own rules of engagement
YouTube caters to every audience, from the masses to the micro-enthusiasts. And it works seamlessly across devices, from mobile to the biggest screen in the house. It’s clear that audiences increasingly expect video their way.
In fact, Kantar recently found that 42% of Australians don’t watch linear TV, and only watch video on demand on their Connected TVs (CTV).
If audiences feel like a platform lacks content variety, or doesn’t give them enough flexibility, they’ll tune out. In fact, Kantar recently found that 42% of Australians don’t watch linear TV, and only watch video on demand on their Connected TVs (CTV).8
On one hand, we’ve seen 150% growth of Shorts in Australia this year.9 But that’s not stopping millions of Aussies and Kiwis10 coming back into the lounge room to watch majority long-form content11 on YouTube on CTV.
That shows that YouTube has both the content people love to watch on their own, and what they watch together with their friends and family.
Creators can get even more creative
YouTube has an incredible richness and variety of content. It offers video for all tastes, all contexts, and all purposes - and that diversity can be attributed to YouTube’s dedicated Creators.
From 15-second Shorts to 15-hour live streams, creators are experimenting with new formats to connect with audiences, and seeing returns for their efforts.
From the taste sensations coming out of Marion’s Kitchen, to Chloe Morello’s lifestyle and skincare routines, or the pop-culture commentary of Mike’s Mic, YouTube provides a pathway for thousands of creatives to turn their passions into careers, driving powerful local contribution and impact across culture, society and the economy.
AI helps advertisers level up results
The brands and agencies who advertise on YouTube are an essential part of this ecosystem too, which is why YouTube continues to ensure advertising is as effective as possible.
Despite complex viewer habits, YouTube makes connecting with users simple and effective on one platform.
And YouTube’s Ad solutions are levelling up even further with the power of Google AI. AI-powered video not only helps campaigns be more effective, it helps marketers prove it too – optimising towards the results that matter for the entire business.
Despite complex viewer habits, YouTube makes connecting with them simple and effective on one platform. YouTube has the content users want, in the video format they want, and on the screen they want – and it has the AI-powered tools to drive both short term results and build brands in the long term.
To make meaningful customer connections in this complex video landscape, you need to show up on the platforms that matter to your audience. And as the platform that Aussie and Kiwi adults love the most12, there’s no doubt that YouTube holds a unique place in their video universes. So in a world where your audience could be anywhere, be where it matters.
Want to explore more? Dive deeper into the YouTube Trends that matter:
The Long and Short of It: Mark Ritson on how YouTube works for Mondelez and Uber
Mark Ritson is back for an all-new conversation with local marketing leaders driving powerful business results on YouTube. Discover how YouTube works for Mondelez and Uber - balancing short term sales and long term brand building.
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Success across screens: How 3 brands drove results using multiple YouTube formats
A successful multiformat video campaign extends beyond matching your creative assets with the right screen and content type. See how 3 brands levelled up on their YouTube marketing by choosing ad formats geared toward their goals – and discover the powerful results they achieved.
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YouTube trends: Unusual, new storytelling formats that viewers are loving right now
Delving into the 2023 YouTube Culture & Trends Report, our experts have uncovered 3 new and unusual storytelling techniques grabbing viewers’ attention. Get all the consumer insights to inspire your brand’s next video campaign.
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4 trends in video culture that signal bigger shifts
Here’s what brands need to know about shifts in video technology, creativity and culture. Explore 4 significant trends in digital video, and discover what the future holds for both creation and consumption.
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