YouTube Demographics & Data to Know in 2022 [+ Generational Patterns]

Chances are you’ve spent an afternoon falling down a hole of YouTube videos.

While it’s a great source of entertainment, YouTube has also proven to be a valuable tool for marketers. With a global user base of over 2 billion people, it’s also safe to assume that your target audience is on the platform.

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In this post, we’ll go over the key YouTube statistics you need to know in 2022 to help you succeed in your marketing efforts.

YouTube Demographics 2022

Next, we’ll go over the most critical YouTube statistics that show marketers how the platform is being used by the global audience.

General demographics of YouTube users

YouTube Demographics: 81% of US adults say they use YouTube, up 8% from 2019

  • 81% of US adults say they used YouTube in 2021, up 8% from 2019. (Pew Research)
  • YouTube is the second most visited website in the world. (Hootsuite)
  • YouTube accounts for over 25% of total mobile traffic worldwide. (sandvine)
  • YouTube has more than 2 billion users, representing almost a third of the entire Internet. (YouTube for the press)
  • In 2021, 36% of US adults say they visit YouTube several times a day. (Pew Research)
  • These more than 2 billion users are present in more than 100 countries and consume content in 80 different languages. (YouTube for the press)
  • 70% of viewers bought from a brand after watching content on YouTube. (Google Ads)
  • 49.3% of all YouTube viewing time in 2022 will be mobile. (eMarketer)
  • YouTube is the number one video streaming app and the average user spends 23.2 hours a month watching content. (App Annie)
  • The most popular video on YouTube is Baby Shark Dance with 10.41 billion views. (Statesman)
  • YouTube TV closed the third quarter of 2020 with 3 million subscribers. (Alphabet)
  • 70% of people used YouTube to exercise in 2020. (YouTube)
  • Live streams on YouTube grew by 45% in the first half of 2020. (YouTube)

YouTube Age Demographics

YouTube demographics: YouTube will nearly double Tiktok's penetration among millennials this year.

  • Millennials trust YouTube more than any other generation. (HubSpot Blog Research)
  • 56% of Gen Z, 54% of Millennials, 48% of Gen Xers and 26% of Boomers say they discover new products most often on YouTube. (HubSpot Blog Research)
  • In 2021, 95% of US adults aged 18-29 said they used YouTube (the age demographic with the highest percentage), while only 49% of US adults over aged 65 reported using it. (Pew Research)
  • As of 2022, 20.2% of YouTube’s advertising audience is 25-34, the largest group, and 15.5% is 35-44. (Hootsuite)
  • In 2020, 80% of US parents with a child 11 and under say their child watches videos on YouTube, and 53% of those children use the platform daily. (Pew Research Center)
  • 84% of parents who use YouTube or YouTube Kids agree that YouTube makes learning more fun for their children. (Oxford Economics)

YouTube gender demographics

Note that audience data for people who are not identified within the binary is not reported.

  • 82% of US adults who identify as male report using YouTube. (Pew Research)
  • 80% of US adults who identify as male say they use YouTube. (Pew Research)
  • 45.8% of YouTube’s total advertising audience identifies as female. (Hootsuite)
  • 54.2% of YouTube’s total advertising audience is male. (Hootsuite)

YouTube Geography Demographics

  • As of February 2021, 16.6% of YouTube site visits come from the United States, 9.4% from India, and 4.9% from Japan. (Alexa)
  • YouTube has launched local versions of the platform in more than 100 countries. (YouTube for the press)
  • 74% of US adults living in rural areas, 81% of those living in suburban areas and 84% of those living in urban areas report using YouTube. (Pew Research)

What different generations watch on YouTube

What Gen Z is watching on YouTube

YouTube Demographics: 83% of Gen Z have used YouTube to watch relaxing content that helps them relax.

  • According to a 2021 report, 83% of Gen Z have used YouTube to watch relaxing content that helps them relax. (Youtube)
  • 85% of teenagers use YouTube, making it the most popular among teenagers. (Pew Research)
  • 82% of Gen Z say they have used YouTube to watch content that will make them feel nostalgic. (Youtube)

Food for video marketers

According to research, Gen Z turn to YouTube when they want to relax or revisit positive memories from their past. If you’re targeting Gen Z, entertainment content will dominate.

What Millennials Watch on YouTube

YouTube Demographics: Millennials trust YouTube more than any other generation

  • YouTube reaches more millennials than all television networks combined. (the shelf)
  • A 2022 report found that YouTube will have nearly double the penetration of TikTok among millennials this year. (eMarketer)
  • Millennials prefer to watch:
    • News and human interest stories to keep you up to date
    • Unboxing and product review videos to influence spending
    • Fast and fun entertainment content (The Shelf)

Food for video marketers

Millennials go to YouTube when they want to learn something or be entertained. In addition, they go to the platform to get inspiration, watch TV and catch up on news. If you target millennials, news, product reviews, entertaining content, and inspirational content will win.

How to target the right demographics on YouTube

While each generation may watch quite similar content, it’s important to remember that the goal is different. For Gen X it might be to remember, while for Boomers it might be to save time, and for Millennials and Gen Z, it might be to learn something new.

To properly target the right demographic on YouTube, pay attention to the most popular categories and types of videos they watch on the platform.

As with all social media, building a presence on YouTube requires understanding Which one segments of your audience are already there and what they are watching.

Use these insights to create a YouTube marketing strategy that speaks to your audience’s interests, generates revenue, and increases conversions.

Having this information makes it easier to create content that speaks to their interests, maximize ROI, and achieve overall marketing success.

Editor’s note: This post was originally published in April 2019 and has been updated for comprehensiveness.

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