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  • 60 Significant YouTube Statistics in 2019: Demographics & Market Share

60 Significant YouTube Statistics in 2019: Demographics & Market Share

Category: B2B News

Since YouTube was bought for $1.65 billion by Google in 2006, it became a household name seemingly overnight. This is to a degree that when you don’t know how to do something you either Google it or find out more about it on YouTube. Statistically, this is a fact as YouTube became the second most-visited site just behind Google. Also, it is a great platform to get your brand exposed to a wide audience. In this article, we have compiled YouTube statistics and data that you can use for marketing.

youtube statistics-main

YouTube History Statistics

In 2018, YouTube was the second most-searched keyword. It ranked second to Facebook and just above Google. This is not surprising as 92% of internet users watch videos online. We use it for entertainment, learning, sharing ideas, and catching up on the latest news. Of course, it is being used for marketing purposes. Below are some YouTube stats and facts regarding the video-sharing site’s relatively new history. 

  • By March 2013, YouTube has reached 1 billion unique visitors every month (Reuters)
  • Today, YouTube has around 1.9 billion users. That is almost a third of the internet. (YouTube)
  • Over 91 countries have local versions of YouTube (YouTube)
  • YouTube covers 95% of the Internet population by making the site available in 80 different languages (YouTube)
  • YouTube advertising started in 2007 to help content creators with revenue (YouTube).
  • In 2017, the site reached a landmark: people watch a billion hours of YouTube videos daily (YouTube)
  • YouTube was valued at around $90 billion in 2017 (24/7 Wall St.)
  • There are more 9000 partners with Content ID including record labels and music studios (YouTube)
  • YouTube’s revenue was estimated to be around $3.5 billion in 2015 (Looxcie)
  • In 2016, YouTube’s revenue was thought to jump up to $5.9 billion in 2016 (Looxcie)
  • $2 billion paid to partners who have monetized their content over the last five years (YouTube)
  • YouTube became the top-grossing iPhone app in the US in March 2018 (Looxcie)
  • The number of channels earning five figures on the site experienced more than 50% year-on-year growth (YouTube)
  • The number of channels with more than 1 million subscribers experienced more than 75% year-on-year growth (YouTube)
  • As of January 2019, the top YouTube account is PewDiePie with almost 90 million subscribers and with more than 20 billion views (HootSuite & We Are Social)

YouTube Statistics in the Billions

Even without reading a formal Youtube report, any person would guess that most internet users go on it every day. With YouTube having so many subscribers, some marketers may initially feel that just having videos on the site would translate to better performance. However, it is not necessarily the case. You have to have the right mindset for content marketing. Furthermore, you have to have good video editing software and a good amount of skills to use it. Also, more importantly, you have to get to know your audience.  In the next section, we will get you more acquainted with YouTube users. 

Demographics and YouTube Statistics

In 2016, YouTube’s user growth was at a respectable 13%. However, growth is declining today. Also, experts expect it to dip even more. This does not mean that there are fewer people interested in using the platform. It may just mean that there isn’t much room to grow. Firstly, the annual world population growth rate is slowing down, and most internet users are YouTube users already. Here are some useful YouTube user statistics.

  • In the United States, there are 192 million viewers in 2018 (Statista)
  • It is estimated to reach 210 million in 2022 (Statista)
  • 16.3% of its desktop traffic comes from the United States (SimilarWeb)
  • 96% of internet users who use YouTube are at the age range of 18-24 (Statista)
  • 95% of internet users from the age of 25 to 34 visit YouTube (Statista)
  • Only 79% of internet users from the age of 65 to 75visit the popular video sharing site (Statista)
  • 74.57% of traffic sources from desktop come from direct traffic (SimilarWeb)
  • Only 20.29% of traffic come from search (SimilarWeb)
  • Only 1.1% of traffic  comes from referrals (SimilarWeb)
  • Top referral traffics come from messenger apps (SimilarWeb)
  • As of January 2019, YouTube’s Twitter account is the 9th most-followed account (HootSuite & We Are Social)
  • As of January 2019, YouTube ranked 11th of all accounts most Facebook fans (HootSuite & we are social)
  • 83% of male and 83% of female internet users use YouTube. (Statista)
  • This means there is a 50:50 ratio between male and female YouTube viewers. (Statista)
  • 89% of people with an income of 100k+ USD used YouTube in 2018; also people with an income of 100k+ use YouTube the most among income brackets (Statista)
  • 83% of people with an income of less than 30k USD used YouTube in 2018; people with less than 30k USD use YouTube only second behind people with more than 100k+ (Statista)
  • 84% of people in urban areas used YouTube while 79% of people in rural areas are users (Statista)
  • Top 5 search queries in 2018 are: ‘song’, ‘songs’, ‘movies’, ‘music’, and ‘baby’ (HootSuite & We Are Social)

Annual YouTube User Growth Rate

2016 - 2022

Year
Year-on-year growth

2016

2017

2018

2019

2020

2021

Source: Statista

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Just a little YouTube research will tell you that the site’s subscribers are very diverse. There are many communities out there. Also, plain demographics are just not enough for well-targeted digital campaigns. You have to get to know your audience, come up with a great strategy and execute it with a good workflow. Furthermore, you also have to get to know available avenues like other social media sites with video content. Speaking of which, what social media site do you think do online retailers sell best?

Video Marketing and YouTube Statistics

The YouTube app ranked 7th in revenue globally in January 2019. Its popularity is not just predicated on big brands using the platform to reach millions of people. Its growth is deeply connected with the rise of organic content from individual creators. Thanks to influencer and their videos, companies can now close the gap with their audiences and vice versa. Top categories for influencers impacting purchasing decisions include cosmetics, food & drinks, clothing, and shoes. Experts expect more virtual shops to be put up in the future. Here are useful YouTube statistics for video marketing.

  • 76 percent of consumers report they’ve purchased a product or service after viewing a video (Brightcove)
  • 45 percent of consumers overall and 56 percent of Millennials feel that video is more engaging than other forms of content (Brightcove)
  • 35 percent of consumers overall and 41 percent of Millennials expressed interest for links at the end of videos that lead them to more information about the brand and its offerings (Brightcove)
  • 81% of users they occasionally watch suggested videos (Pew Research)
  • ‘Entertainment’ leads as the top content category viewed at 25% globally in 2018 (Statista)
  • Other categories (including educational) comes second at 20% (Statista)
  • ‘Music’ is the third most popular category at 20% (Statista)
  • ‘People and blogs’ is the fourth most popular category at 19% (Statista)
  • Tied in fifth with 7% each is ‘film & animation’ and ‘gaming’ (Statista)
  • ‘How-to’ videos get the most attention more than gaming and music (Google)
  • 51% of US adults find YouTube vital in figuring how to do unfamiliar things (Pew Research)
  • 28% of US adults find YouTube important to help them pass the time in 2018 (Pew Research)
  • 19% of US adults say YouTube is important in deciding what product to buy or not (Pew Research)

 

Global Gross Merchandise Volume (GMV) Distribution

1st Half of 2018

Facebook

%

Instagram

%

Other

%

YouTube

%

Source: Statista

Designed by

According to a Statista report in 2018, YouTube ranked the lowest in terms of Gross Merchandise Volume (GMV) among other social media sites. The GMV put simply, is the total value of goods sold over a time period. The site with the highest GMV is, unsurprisingly, Facebook with 74% GMV. YouTube has a 2% share of all social media site visits measured with only 1% GMV. That is not too bad but this tells you the YouTube is not the only avenue for your video marketing campaigns. So, you might want to get acquainted with other sites. 

YouTube Communication Insight Statistics

As mentioned above, YouTube is not the only way to do online video marketing. But it is a good rule of thumb that having a YouTube presence is a must-have for companies. You can be B2B or B2C. People flock the popular video sharing site for tutorials and to gather information about brands. Moreover, it is definitely a touchpoint that you surely don’t want to miss out on as it is only second to Google as a search engine. Below, we compiled some information and statistics that you may help you gain useful insights for your next digital marketing campaign. 

  • 82% of internet traffic will be via video by 2021 (Cisco)
  • 83% of marketing professionals agree that video content is becoming more important (MarketingProfs)
  • 20% of online video advertising budgets are spent on YouTube (Marketing Land)
  • More than half of all YouTube content is viewed via mobile devices at 70% (YouTube)
  • Mobile advertisers have been gearing up to spend $20 billion on mobile video in 2019 (Kotane et al)
  • 65% of ad impressions in Instagram were because of video content (Kotane et al)
  • More than 70% of YouTube users access the site to solve problems with their studies, jobs, and hobbies as of 2017 (Google)
  • 81% of US parents let their children watch videos on YouTube (Pew Research)
  • 34% of US parents let their children use YouTube frequently (Pew Research)
  • 19% of US parents never let their children watch videos on YouTube (Pew Research)
  • 86% of viewers say that they use YouTube to learn new things in 2017 (Google)
  • 46% of people who watch videos of YouTube feel more prepared for new tasks (Google)
  • 41% of people who watch videos on YouTube feel smarter (Google)
  • A beauty product inserted itself in tutorials versus interrupting ads found an increase of 44% in brand recall,  an 18% increase in organic product-related searchers, and an 11% increase in subscriber count in just a month (Google)

video is king

The above YouTube data point that video marketing on YouTube is one of the ways that you can grow your community and audience. By providing helpful content, you can gain brand loyalty and associate your brand with positive customer experiences. Later on, this can contribute to sales. Of course, your YouTube campaign needs to be a part of an integrated campaign. Therefore, you don’t want to just have YouTube and not have others. On the other hand, you also do not want to have everything else except YouTube. This can be made easier with the help of SaaS like content management systems

The Future Landscape: Where Do You Stand?

Taking the YouTube statistics and data above into consideration, it sure seems that mobile video marketing is where it is at in the future. YouTube will be a big part of it. Videos will be a part of it. Your brand should become a part of it too. But remember, YouTube is not the only video-sharing social media network at your disposal. When it comes to social selling, Facebook is still king. It just intuitively is and with a recorded GMV of 74%, it is really hard to dispute that. 

But this depends on what you are selling really. If it is B2B, then maybe Facebook isn’t the best avenue. Maybe, LinkedIn is. If you target the gaming community, maybe Twitch is the best way to go. This just all depends upon what your company is. What is pretty much true is that all these platforms have their own apps. This is many suggest that in-app advertising is going to be bigger in the future. Videos will still be a part of it and, most probably, the ads will just redirect viewers to the video on Youtube. So, whatever it is your selling, it should be up on YouTube should you want to get on the next wave. 

Ads, as you may also feel, are somewhat annoying. They interrupt us from our favorite shows. Even worse is when they pop up in the middle of music videos. This is why having original content on YouTube is a good way to build a community around your product or service. ‘How-to’ videos are great. Also, information videos are also good. You can make them in house using Adobe Premiere Pro.

Of course there are also  Adobe Premiere Pro alternatives if for any reason it doesn’t suit your needs. If you do not have the means or time to make videos yourself, you can always tap a YouTube creator to look for ways on how to incorporate your brand organically in videos. Furthermore, you can put placements in their channels or collaborate with them to help you make your own.

You also have the option to simply collaborate online. Thanks to social collaboration programs available, this can be fast and convenient to parties involved.  

By Jenny Chang

Senior writer at FinancesOnline who writes about a wide range of SaaS and B2B products, including trends and issues on e-commerce, accounting and customer service software. She’s also covered a wide range of topics in business, science, and technology for websites in the U.S., Australia and Singapore, keeping tabs on edge tech like 3D printed health monitoring tattoos and SpaceX’s exploration plans.

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