Whether you’re a veteran YouTube advertiser or a newcomer to the platform, it’s vital to stay in the loop with the latest insights, trends, and statistics from the network.
Why? Because the world of digital marketing moves at an eye-watering speed, and YouTube is no exception.
The YouTube landscape is constantly changing, whether it’s evolving audience behaviours, new marketing tools, or rising content trends. If you want to capitalise on the latest advertising opportunities, then you need to know the platform like the back of your hand.
And with this guide, you can do just that.
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We’ve pulled together 32 insightful YouTube statistics for digital advertisers that will help you to refine your strategy and identify major opportunities for your brand. Read on to discover everything you need to know about YouTube marketing.
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General YouTube Statistics
1. YouTube currently attracts more than 2 billion monthly active users.
The scale of the YouTube platform is mind-blowing, and it’s also great news for digital marketers. With an audience of this size, you’re guaranteed to find high-value customers that can accelerate the growth of your business.
2. YouTube is the second largest search engine on the planet.
YouTube processes billions of video searches every month, so if you want to succeed on the platform, you need to consider your SEO strategy. Use keyword research, video tags, and tactical titles to drive visibility on YouTube and engage your audience at scale.
3. 35% of the top global YouTube searches in 2022 were related to TV content.
Since YouTube is also a huge search engine, people will often use the site to learn more about content they’ve seen off-platform. If you’re a multi-channel advertiser, you need to consider how you can connect the customer journey and make the most of YouTube ads.
4. YouTube is the second most visited website in the world behind Google.
YouTube isn’t just any old online video platform – it’s essentially the home of online video. People use YouTube to discover breaking news, research products, engage online communities, and consume their favourite content, which is why the platform is so powerful.
5. YouTube is available in more than 100 countries and 80 languages.
YouTube is a truly international platform, reaching viewers across the globe in a mind-blowing number of locations. If you’re a global advertiser, YouTube marketing can provide you with an invaluable opportunity to grow your brand online.
6. More than 500 hours of video content are uploaded to the YouTube platform every single minute.
There’s an insane amount of video content available on YouTube, so if you want to capture new customers, you’ll need to find innovative ways to stand out and grab attention. Focus on delivering useful content with organic uploads and eye-catching messages with paid ads.
7. Around 43% of global internet users access YouTube on a monthly basis.
Almost half of the internet population uses YouTube on a regular basis. If you’re a marketer looking to drive massive audience reach and scale up your business, YouTube is the place to be – you just need product messaging that effectively drives clicks and conversions.
YouTube Usage Statistics
8. 60% of Gen Z use YouTube to learn more about TV shows and movies they’ve recently watched.
Different audiences are using the YouTube platform in different ways. To create content that truly resonates with your target customers, you need to identify these behaviours and capitalise on emerging trends.
9. YouTube Shorts receive more than 30 billion views every day.
Short-form video content is becoming increasingly popular on YouTube, so make sure that both your organic and paid marketing strategies reflect this trend. Snappy product messages and bold visuals are more likely to capture (and retain) the attention of your target audience.
10. 62% of internet users in the United States access YouTube on a daily basis.
A huge number of YouTube users access the platform on a daily basis, and each of these logins represents a valuable opportunity for your brand to reach, engage, and convert target audiences. Focus on delivering the right message to the right audience at the right time.
11. More than 700 million hours of YouTube content is viewed on TV screens every day…
When you’re producing new video content for YouTube, you need to think beyond the phone screen. TV screens provide you with a chance to deliver compelling storytelling and high-impact visuals, so be sure to make the most of this format.
12. …but 70% of US audiences access YouTube through their smartphones.
While TV screens are a rapidly growing format for YouTube consumption, you still need to ensure that your ads deliver impactful, engaging, and creative messaging on smaller smartphone equivalents.
13. Audiences consume more than 1 billion hours of YouTube video content every day.
The YouTube audience isn’t just enormous in scale – these users are also highly engaged and constantly looking for new content to deliver entertainment and information. Your job is to produce videos that cut through the clutter and make a lasting impact!
14. As of 2023, YouTube Premium has more than 80 million active users worldwide.
YouTube Premium provides users with ad-free access to content. Although there are a significant number of Premium subscribers, marketers can still reach millions of potential customers through YouTube advertising.
YouTube Demographic Statistics
15. The largest age group on YouTube is the 25-34 segment.
Around 21% of the YouTube audience is aged between 25-34. The 35-44 bracket represents 17.5% of users, while 18-24 year olds represent 15.5% of the user base. While YouTube offers enormous reach across age groups, it’s particularly popular with younger audiences.
16. As of January 2023, the US YouTube audience skews towards females, who represent 51.4% of the user base.
While the YouTube audience leans slightly towards female users, advertisers can still reach a wide range of demographic segments through the platform. However, while reaching your target audience is relatively easy, converting them is another story.
17. India attracts the largest YouTube audience, followed by the United States and Brazil.
There are roughly 462 million YouTube users in India, making it the platform’s biggest audience in terms of countries. However, the network has a massive presence in a number of different locations, and brands can target audiences in more than 100 countries.
YouTube Marketing Statistics
18. 59% of survey respondents agreed that YouTube ads are more relevant than linear TV ads.
One of the biggest advantages of YouTube advertising is the granular targeting options available to marketers, which makes it significantly easier for brands to deliver relevant messages to relevant audiences.
19. There’s a strong correlation between influencer follower counts and engagement rates on YouTube.
YouTube influencers with between 100,000-1,000,000 followers tend to drive the highest engagement rates, but micro-influencers can still help brands to build credibility with smaller, more niche audiences. Ultimately, it’s about quality rather than quantity!
20. According to Google research, YouTube is often the first destination in the e-commerce shopping journey.
A Google study found that 80% of consumers who watched a YouTube video related to a purchase viewed it at the beginning of the shopping process. YouTube can be hugely influential on purchase decisions, which is why it’s so effective for advertisers.
21. 70% of shoppers have made a purchase after seeing a brand on YouTube.
By placing your brand in front of relevant audiences on YouTube, you can effectively scale up product sales while also reducing your acquisition costs. YouTube plays a pivotal role in the customer journey and should be incorporated into your full-funnel marketing strategy.
22. YouTube ads targeted based on intent (rather than demographics) drive a 100% higher increase in purchase intent.
YouTube offers a range of powerful data-driven targeting options, and by reaching audiences based on their specific interests/shopping intent, you can dramatically increase your conversion rates on the platform.
23. YouTube Shorts grew by 135% between Q2 2021 and Q2 2022.
If you want to unlock the full potential of YouTube ads, you need to capitalise on the surging popularity of YouTube Shorts. By delivering snappy and punchy product messages through YouTube Shorts ads, you can increase clicks and conversions.
YouTube For Business Statistics
24. YouTube is used by approximately 55% of digital marketers.
YouTube is incredibly useful for digital marketers, but the platform is also intensely competitive. If you want your business to succeed, you need to ensure you’re leveraging data-driven targeting tactics, eye-catching creatives, and diligent optimisations.
25. YouTube content aimed at ‘beginners’ saw daily views increase by 50% in 2020.
There is a huge opportunity for YouTube businesses to create engaging, educational content for their target audiences. Users are keen to learn on the platform, and by producing compelling content in your industry, you can build brand authority and attract new customers.
26. YouTube has more than 51 million channels as of 2023.
As a business on YouTube, you’re going to be facing a lot of competition for audience attention. However, by implementing effective SEO strategies and creating high-quality content, you can nurture a loyal following and set up long-term revenue streams.
27. Only 9% of small businesses in the United States are currently active on YouTube.
While YouTube is a colossal marketing platform, it’s still criminally under-utilised by many smaller businesses. If you’re a small business owner, you have a golden opportunity to promote your products and get ahead of the competition with YouTube ads.
YouTube Growth & Revenue Statistics
28. YouTube has generated $14.3 billion in advertising revenue so far in 2023.
Advertising is an incredibly important revenue stream for YouTube as a business. The platform relies on marketing spend to generate billions of dollars in revenue, which is why YouTube is constantly releasing new tools & features for advertisers to utilise in campaigns.
29. Alphabet Inc (the parent company of YouTube) earned approximately $29 billion through global YouTube advertising in 2022.
YouTube generates a jaw-dropping amount of revenue through advertising. This is partly because YouTube is super accessible for businesses of all sizes – with effective targeting and smart optimisations, both start-ups and global corporations can deliver amazing results.
30. YouTube was purchased by Google in 2006 for $1.65 billion.
The connection between Google and YouTube wasn’t just big news in terms of business. Advertisers can now tap into a wealth of Google data when running YouTube ad campaigns, allowing them to identify highly profitable audiences and accelerate product sales.
31. Forecasts suggest that YouTube could see a 10.3% increase in revenue growth in 2024 – resulting in a total of $33.5 billion for the year.
YouTube is one of the biggest marketing platforms in the world – and it doesn’t appear to be slowing down any time soon. As more and more brands continue to leverage YouTube ads to grow their businesses, ad revenue will continue to skyrocket in 2024 and beyond.
32. Ad revenue from YouTube represented around 11.35% of Google’s overall business revenue in 2022, compared to 7.3% in 2017.
Google has steadily increased the global ad revenue generated through YouTube. As the business continues to invest in YouTube ads, marketers will continue to enjoy access to new tools, innovative features, and profitable advertising opportunities.
YouTube advertising can be immensely effective for your business. However, if you want to harness the full power of this platform, then you need to stay on top of the latest developments.
The YouTube landscape is constantly shifting, as new trends rapidly emerge – and then disappear. Unless you keep on top of things, it’s easy to fall behind and see your ad performance slipping.
This is where marketing statistics are key.
By regularly checking up on the latest YouTube insights, you can ensure that you never miss an opportunity for your business. Whether it’s a statistic around audience behaviour or platform updates, these numbers will keep you in-the-loop and ready to capitalise.
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