Every three months, Google releases its YouTube Insights report, chock full of fantastic data and trends straight from the source.

These reports are always useful, but the most recent edition shed especially interesting light on the continued infatuation teens and millennials have with YouTube, as well as their enormous purchasing power. Here’s what we learned from the study!

YouTube’s reach

YouTube continues to be the go-to social network for teens and millennials, beating out behemoths such as Facebook, Twitter, and Instagram for the top spot. This domination doesn’t stop at social networks: according to Nielsen, YouTube reaches almost 50% of the 18- to 34-year-old population—more than any cable network. Give these stats some thought next time you’re building a marketing calendar.

Video consumption

Teens and millennials are mobile video consumers. YouTube’s study found that an astonishing 98% of 18- to 34-year-olds reported using their smartphone on a daily basis to consume video content—42% higher than on computers, and 17% higher than on TVs. The definition of prime time hours is changing too: smartphone, computer, and tablet usage peaks between noon and 5:00pm. Time to rethink your release schedule!

Purchase behavior

Teens and millennials aren’t just streaming cat videos: they’re relying on YouTube to inform their purchase decisions. 62% of smartphone purchasers indicated that YouTube influenced their purchase with how-to videos and reviews. And when millennials find content they like, they interact with it. More than 9% of 18- to 34-year-olds reported sharing or commenting on a YouTube video each month—ten times higher than other top video sites, combined.

The above stats paint a powerful portrait of the online habits of the millennial generation and their usage of the world’s top video site. For more insights and data from Google, be sure to check out their Think with Google page. For more information on how you can win with teens and millennials on YouTube, visit our Brands and Agencies page.


Posts by Ross Coelet
Account Manager, Channel Plus

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