What’s In This Post on YouTube User Stats?

Lots. We gathered a ton of stats on how each generation – Generation Z, Millennials, Gen Xers, and Baby Boomers – uses YouTube. We included info on the number of YouTube users who are from each generation and checked out surveys released by Google to identify those differences and even the small nuances in how older people use YouTube compared to younger users. Plus, you can find a nice roundup of general stats on YouTube usage, penetration, and trends.

Pretty compelling stuff.

Oh, and if you’re looking for more general information about the platform, click over to this post on YouTube statistics!

YouTube Audience Demographics

There are between 2.49 billion and 2.7 billion users on YouTube, making it the second most-used social media app in the world. YouTube is probably the most commonly used social media app across demographics. There’s very little variance from age group to age group in the percentage of them who are on the platform.

According to Statista:

• 94% of US internet users 13-14 years old say they’ve watched YouTube (this is a Pew Research stat)
• 77% of US internet users 15 to 35 years old watch YouTube
• 73% of 36 to 45-year-olds watch YouTube
• 70% of 46 to 55-year-olds watch YouTube
• 67% of those 56 and older watch YouTube, and
• 80% of parents say their children under 11 watch YouTube

These numbers (the ones up here ) show a consistency in use between generations. By contrast, the preferred platform may change depending on the age and gender of the users. For instance…

• Men between the ages of 25 and 44 prefer Facebook (Digital 2023 Global Overview Report – Slide 185)
• Women of the same age lean more toward Instagram (for 25 to 34-year-old women) and WhatsApp (for women 35 to 44 years old).
• Teens 13-14 years old lean more toward YouTube followed by TikTok and Snapchat.
• Teens 15-17 years old lean more toward YouTube followed by Instagram and TikTok.

Point is: most people who are online are also on YouTube, so you can rest assured the consumer you’re targeting is on the platform.

YouTube Usage Habits for the Over 60 Consumer

67% of Baby Boomers, ages 60 – 77, watch YouTube.

Many marketers seem sort of bent on getting Gen Z eyes on their products, but brands can reap huge rewards by targeting the mega-spending generation known as Baby Boomers. Baby Boomers should be a BIG DEAL to brands and marketers. According to Think with Google, they spend at least six hours a day online and own an average of five devices.

Be honest. Internet users over the age of 60 are probably the folks you expect would spend the LEAST amount of time watching YouTube videos. But in reality, the cool kids who make up the 55-and-up crowd account for 17.8 percent of YouTube viewers – that’s like 445 million folks.

HOW THIS COHORT CONSUMES YOUTUBE CONTENT

With an estimated 10,000 Baby Boomers retiring every day, you would think this generation had oodles of time on their hands. But, according to a survey run by Google of YouTube statistics, one of the big reasons more seasoned consumers love YouTube is because it helps them save time.

YouTube is a GREAT resource for getting a better understanding of a product. It’s sort of a mid-funnel buying guide they can easily use without having to go to a store, spend hours on with tech support, or call in a younger (know-it-all) relative. According to HubSpot, 26 percent of these sophisticated shoppers say they discover new products most often on YouTube.

That said… mature consumers are far more likely to respond positively to data-driven product reviews (think “here is the product, here are the specs”) than opinion-based product reviews of another YouTuber’s experience with a brand or product (such as “My boyfriend has one of these and it works really great! Blah! Blah! Blah!).

Video content serves as a vehicle by which elder consumers can learn new skills – something a lot of Boomers are really into post- empty nest. So, whether they want to learn how to play guitar, pick up a new language, or even become a social media influencer themselves, they’re turning to video to learn how to do it.

WHY BABY BOOMERS HEAD TO YOUTUBE :

• How-to videos for learning new skills
• Entertainment roundups to keep up-to-date
• Online tutorials that can save them time
• Getting up on new music
• Product demonstrations and walk-throughs (not necessarily reviews)

YouTube Usage Habits for Gen X Consumers Ages 45-59.

7 in 10 Generation Xers watch YouTube.

Born into a world that drastically changed around them as they grew up, Gen X is probably the most adaptable generation. When the older Gen Xers were the youngest people in the world, having a TV in the home was juuuuust becoming the norm.

Now, programmed TV is becoming obsolete as people spend more of their time consuming content online rather than watching live TV (and TV manufacturers were smart to make televisions essentially 50-inch monitors for watching ESPN+ and YouTube – that definitely kept electronics companies in the game).

HOW GEN XERS CONSUME YOUTUBE CONTENT

Gen Xers spend A LOT of time watching video, and especially old school content – stuff from their teen and adolescent years. In fact, 75 percent of Gen Xers use YouTube to get access to nostalgic videos.

While this generation is all about the nostalgia effect, they’re still spending more time watching video content on their computers and smartphones than they are on traditional TV. Gen Xers account for over 1.5 billion views on YouTube every day, so the incentive to engage with them is definitely there.

Gen Xers aren’t just spending time on YouTube though. While it is an important platform, Gen Xers share content – especially video – more readily to Facebook than any other site. I know. I know – doesn’t fall into the category of YouTube statistics. But…

Their propensity to want to share to Facebook is mirrored on YouTube and Instagram, showing that to reach this generation (well, any generation really), you’ll need to develop a multichannel approach.

WHY GEN XERS HEAD TO YOUTUBE :

• Nostalgia-driven video to take them back to their childhood
• DIY videos they can follow along
• Current news and trending events

YouTube Usage Habits for Millennial Consumers Ages 28 to 44

3 in 4 Millennials watch YouTube.

Millennials – YouTubers who in 2024 will range in age from their late 20s to their early 40s – make up one-third of YouTube’s audience. YouTube reaches more 18 to 34-year-olds than any of the TV networks, and that’s just on mobile devices; we’re not including browser views.

Despite Instagram and Facebook essentially becoming video platforms over the past few years, YouTube is still the video platform of choice for most Millennials. And as YouTube’s been leaning into building out more social features since the pandemic, the platform is largely seen as a social network; it’s become a place where people can connect with one another through video since you can now follow your favorite commenters, it’s a hub for synchronized activities, and it’s the perfect spot for community-focused activites. Much of that synchronicity and community is driven by the 18 to 40 crowd.

HOW MILLENNIALS CONSUME YOUTUBE CONTENT

Millennials are avid YouTubers. Fifty-four percent of Millennials check YouTube every single day. While about 1 in 10 Millennials use ad blockers, and more than half only watch YouTube ads to the Skip Ad point, 29 percent of Millennials actually watch YouTube ads all the way through. And don’t forget our earlier stat about the 90 percent of people using YouTube for product discovery.

Sponsored Content and Creators: Contrary to popular beliefs about how Millennials relate to brands, many Millennials (especially Millennial women and moms) want and expect to see sponsored content (we talked about that a bit in the What Makes Them Buy post), AS LONG AS it’s the right ad targeting the right person on the right platform at the right time. And many Millennials are actually kinda sweet on well-targeted video ads.

Entertainment: Thirty-seven percent of Millennials admit to binge-watching a block of something every day, and upwards of 65 percent of Millennials binge-watch at least once a week. So, it’s good news to marketers that 62 percent of Millennials actually take action after seeing an ad.

Social Commerce: According to Klarna, 49 percent of Millennial YouTubers have used the platform to purchase a product.

MILLENNIALS ARE AVID CONTENT CREATORS AS WELL

I was trying to scratch an itch – and that itch was just my suspicion that Millennials are probably the most active content creators on YouTube. I didn’t find any specific data to support me. But I did find a few breadcrumbs that will push me to keep searching.

There are roughly 303 million content creators in the world and the average age of a content creator is 40 years old. Millennials represent 42 percent of creators globally. And roughly one in four of those creators say they create video content. That’s according to a report published by Adobe called “Creators in the Creator Economy.” In fact, the 2023 YouTube Culture and Trends Report, says that 40 percent of 18 to 44-year-olds identify as video creators.

WHY MILLENNIALS HEAD TO YOUTUBE :

• News and human interest stories to keep up to date
• Unboxing and product review videos to influence their spending
• Quick and fun entertainment content
• Fan content

YouTube Usage Habits for Gen Z Consumers Ages 12 to 27

77% of Gen Zers, ages 12 to 27, watch YouTube.

Enter Gen Z, the largest and most diverse generation in history. These social media natives are growing up in a world of selfies, influencers, and hashtags. They know how to navigate the online world better than anyone else, and their video consumption habits reflect this. Growing up, YouTube had more influence over this generation than big names like Oreo, McDonald’s, and even Lego.

YouTube is their most used platform, closely followed by Instagram or TikTok, depending on their age – all three video-first platforms. So, it’s safe to say that if you’re targeting Gen Z, you need to be targeting them through video. On YouTube.

HOW GEN ZERS CONSUME YOUTUBE CONTENT

Fifty-nine percent of Gen Z video consumption is through social media, where they spend twice as much time as they do on streaming services, and five times as much as on traditional media. What are they watching, though?

Entertainment – While YouTube isn’t the top music streaming platform (Spotify holds this spot), it’s a key channel for new music discovery. If your mind went to TikTok, you’re onto something! TikTok is a key player when it comes to introducing new music to the masses, but YouTube has TikTok beat with the under-25 crowd: 26 percent of this group rely on TikTok for new music discovery while 40 percent name YouTube as their go-to.

When it comes to streaming – listening to your favorite music – Spotify and Apple Music are the top music streaming services, with 60 percent and 26 percent (respectively) of teens using those platforms as their go-to.

Setting the Mood – One of the HUGE shifts that came out of the pandemic was repurposing YouTube as the app you can use to find the content that brings you joy. It’s not a typical social feed driven by what’s trending, but YouTube gives its users the chance to heavily curate the kind of content they watch.

• 83 percent of Gen Z YouTubers have used YouTube to watch soothing content that helps them relax and cope.
• 90 percent say they have watched a video that helped them feel like they were in a different place.
• 53 percent of Gen Zers say like online horror content

Content Creators: This is a pretty big one – six in 10 Gen Z YouTubers say they tune into YouTube to keep up with content from their favorite YouTube creators. And we’re not always talking about your typical social media influencers. We’re talking about a pretty wide range of content creators.

• 60 percent of YouTubers say they’re open to watching content from creators who use AI to generate their content.
• 52 percent are already watching content created by virtual YouTubers
• 47 percent of Gen Zers have watched videos made by fans of a topic or person

The data is pointing to younger YouTubers creating more immersive and all-encompassing experiences for themselves on the platform, heading to YouTube for the freedom to create and to find just about anything, and find it in a variety of different content formats.

WHY GEN Z HEADS TO YOUTUBE:

• For the sheer joy and ease of it
• Humor – They love videos that make them laugh
• Following content creators
• Setting the mood
• New music discovery
• Vibing with their community (often through fandom)
• Short and snappy content to compete with their busy lives and busy minds
• Unboxing and product reviews to keep on top of trends

That’s It for Our Roundup of YouTube User Statistics!

When you’re talking about online video, you should always begin with the powerhouse – YouTube. YouTube is packed with features that can really help you elevate your video marketing. YouTube has blazed a trail that other platforms have tried to follow, but it remains distinguished for its powerful recommendation engine and serves as a go-to platform for community, entertainment, product discovery, vibing out, and digging into moments.

If you happen to be considering YouTube influencer marketing to amplify your strategy this year, reach out! We’re a BOSS YouTube influencer marketing agency.

The post 2024 YouTube Audience Demographics: User Habits by Generation appeared first on The Shelf Full-Service Influencer Marketing.

Video influencers aren’t just making waves on short-form apps like TikTok and Instagram Reels. They’re making a splash on YouTube as well, and it makes sense why. The platform was literally made for them. Learn how you can make the most of influencer-generated video content and leverage YouTube as an influencer marketing platform.

If you’re new to YouTube video marketing, don’t sweat it. In this post, we’ll break down the most influencer-friendly YouTube features and the benefits of investing in content for the platform, and a few YouTube influencer marketing examples to get you inspired. Let’s dive in.

Why Marketers Love YouTube Influencer Campaigns

Before we get into exactly what YouTube features are best, let’s figure out why it’s even necessary to use yet another platform. You know what that means – YouTube stats! Marketers love YouTube because it’s an incredibly popular site that fills a need in the market for user-generated, long-form videos. With more than 2 billion monthly active users, YouTube is the second most popular social media network in the world, behind Facebook. YouTube users are fueling the creator economy. 

More than 500 hours of content are uploaded every minute, and users watch over a billion hours of video each day. When it comes to demographics, it’s clear that YouTube is a platform for everyone.

In terms of age, YouTube’s viewership is pretty evenly distributed. About 67 to 77 percent of each age group watch videos on the platform. YouTube does skew slightly toward male viewers, with 56 percent of users identifying as men. But the platform is just as popular with the over-50 crowd as it is with teens.

Because so many people watch YouTube videos and there is such a wealth of content and creators on the platform, it’s easy for marketers of all kinds to find value in YouTube influencer marketing. 

Is Investing in YouTube Influencer Campaigns Worth It?

Yes. YouTube influencer marketing is a great investment for your brand. The platform generated $28.8 billion in ad revenue alone in 2021. An overwhelming majority of Americans are on the platform regularly. 91 percent of us watch videos weekly, while 62 percent are on the ‘Tube daily. And, YouTube is doing heavy lifting far beyond the confines of the U.S. 62 percent of global consumers are on YouTube. More than 100 countries have localized versions of the app. It’s now available in 80 languages!

Of all the users, all over the world, 90 percent of them say they use YouTube to discover new products. And, 70 percent of viewers have actually made a purchase after discovering a brand on YouTube. 55 percent of marketers already use the platform, and with these numbers, we expect that figure to grow over the next few years, especially in the influencer marketing space. 

When working with an influencer marketing agency like The Shelf, we’ll almost always recommend an integrated influencer marketing campaign across platforms. Adding YouTube video marketing to your strategy along with Facebook, TikTok, Pinterest, and Instagram influencer marketing can take your campaign to the next level. YouTube influencer campaigns are most often lumped in the lead generation category, but with the right strategy, the platform can also work well for conversion campaigns.

The Cost of Working with YouTube Video Influencers

YouTube is likely to incur the heaviest investment per post if you’re planning to run an influencer campaign. YouTube videos are often longer than TikToks or Instagram Reels, and they require editing software and skills outside of the app, unlike their aforementioned competitors. Don’t let the extra change deter you. YouTube offers big bang for your buck. The average earned media value for YouTube influencer marketing last year was $21,632. 

A variety of factors will influence the rate a creator charges for a YouTube video, so we’re not dropping any numbers in here because it’s very likely that by the time you get around to reading this post, the formula we provide you will be outdated. Things are changing fast in this space.

Although, mega influencers (those with more than 1 million followers) are less likely to adhere to this pay scale. But keep in mind that rates will be affected by:

• Audience size and engagement rates
• Whether the creator has an agent
• The type of video you want – whether it will be a dedicated video or a haul
• Content rights – how you plan to reuse the content once it’s created
• Whether you plan to whitelist the content once it’s created.
• Whether the content will be repurposed for print ads

Tips for Working with Video Influencers

Okay, I promise we’re almost there… we just want to make sure you have all the information you need to effectively use the YouTube features ideal for your brand. Part of this information is on how to work with the right YouTube influencers.

There are so many video influencers on YouTube it can be hard to know where to start looking for one to work with your brand. Start by finding creators that align with your niche, whether that’s beauty, gaming, cooking, hiking, or something more obscure, there’s an influencer for almost everything on YouTube. Try searching relevant hashtags to discover new influencers. Or you can always partner with an influencer marketing agency like The Shelf to discover YouTube influencers who align with your campaign goals.

YouTube influencer campaigns, like all influencer marketing, work best when you let your influencers’ creativity shine. Hire people you can trust to do good work, provide them with a detailed brief, and then watch them work their magic. Don’t stifle your influencers with too much restriction. The freedom to create is often what separates the old-school ads and the more authentic, new-age influencer promotions.

The Best YouTube Features to Flex in Your Video Influencer Campaigns

Because of its horizontal screen format, YouTube can feel like a stand-alone component in your influencer marketing strategy. There is some overlap between the functionality of YouTube and apps like TikTok and Instagram, but it’s important to note the features that make YouTube a unique platform for video influencers. Make the most of your YouTube video marketing with these influencer-friendly YouTube features. 

LONG-FORM: YouTube may be branching out to shorter-form content, but its bread and butter is long-form. Brands that invest in long-form video campaigns on YouTube consistently see the strongest ROI. We’ll see if that changes with YouTube shorts in the coming years, but for now, don’t sleep on long-form. While TikTok extended its max video length to 10 minutes, most creators still stick to videos that run 3 minutes or less on the clock app. So, YouTube retains the long-form niche for now. 

PAID ADS: More than 5 million viewers pay for YouTube TV monthly, making it the largest internet TV streaming service in the U.S. When ad dollars shifted away from traditional TV to streaming and internet advertising, YouTube greatly benefited. Consider repurposing influencer-generated content for paid ads to increase your reach and engagement.

STORIES: This is a relatively new YouTube feature in beta testing, so it’s only available to creators with 10,000 followers or more. YouTube Stories are mobile-only videos that allow creators to engage with their communities in a more casual, less permanent way. Unlike other social platforms, YouTube Stories last 7 days (rather than 24 hours).

SHORTS: Since their release in 2020, YouTube Shorts have already racked up more than 5 trillion views. These short videos appear in the vertical format and are 60 seconds or less. And yes, you guessed it — they’re YouTube’s rival to TikTok and Instagram Reels.

LIVE: Have your influencers go live and stream while they interact with your product. Creators can stream from mobile or desktop devices. While live, they can interact with followers in the chat, answer questions, provide product demos, and more. Just make sure they stick to YouTube’s community guidelines.

PREMIERE: Launching a collab with one of your brand ambassadors? That may call for a premiere! YouTube Premieres allow creators and viewers to experience a new video in real time. Your brand and influencer partner can share the watch page ahead of the video premiere to build up the hype and create buzz about your launch. It’s like walking the red carpet online. 

Types of Video for Your YouTube Influencer Campaign

So, now that you know what YouTube features there are, it’s important to figure out how you want influencers to use them.

YouTubers are some of the most skilled video influencers out there. Because the platform doesn’t have the built-in editing software that apps like TikTok and Instagram do, YouTube creators have to learn hard shooting and editing skills using traditional software. 

Remember, YouTube influencers are some of the most creative influencers in the game. When you book influencers for your campaign, give them permission to let their creativity (and editing skills) run wild. The best content comes from letting creators do their thing. That’s why you hired them in the first place. 

If you need some inspiration for the type of videos to include, here are some YouTube influencer marketing examples:

UNBOXINGS: These videos are great for product launches, but you can showcase current products as well. Make sure your packaging is top-notch so the unboxing experience is a beautiful and engaging one. 72 percent of American shoppers say packaging affects their purchase decisions. And, if you’re working with a larger influencer, but have a smaller budget, consider being part of an influencer’s haul video, where they unbox products from many brands.

TUTORIALS: Whether you’re in the business of cosmetics, home improvement, or budgeting, tutorials are a great way to show how new customers could potentially use your products. 55 percent of consumers watch videos before making a purchase. Tutorials can help convince consumers to buy and make them feel confident when using the product.

CONTESTS: Giveaways and contests are a great way to increase engagement and hype around a new product or service. Contests have a 34 percent higher conversion rate than other online forms. Makes sense to me. Who doesn’t like free stuff?

DAILY VLOGS: Show what your product looks like in the daily life of a customer (or in this case, influencer). Seeing your product out in the wild, and being used by someone potential customers follow and admire, is likely to convince them to buy. Plus, this is often seen as an authentic form of product placement, since it shows the use of the product in someone’s daily life.

REVIEWS: A whopping 90 percent of consumers say online reviews impact their buying decisions. Because influencers build trust with their online communities, many will be more willing to take a recommendation from an influencer than an anonymous written review.

Of course, there are no set-in-stone ways to make this content or type of YouTube feature that has to be used for a certain type of video content. All of these types of videos are used with different features and can be very effective with the right influencer.

Learn From These YouTube Influencer Marketing Campaign Examples

One of the best ways to get inspired to use YouTube as an influencer marketing channel is to see how it’s been done well before. Check out these YouTube influencer marketing campaign examples to get the gears turning for your next strategy sessions.

AMERICAN STANDARD

The bathroom and kitchen fixture leader, American Standard, ran a campaign called #MyAmericanStandardJourney to highlight how their products can level up bathrooms to modern luxury. The brand partnered with DIY home improvement influencer Denise Cooper, who runs the YouTube channel Bemyguestwithdenise. She captured the complete remodel of her bathroom using American Standard products and raked in more than 47,000 views. 

Denise Cooper’s bathroom before the American Standard remodel. Source: YouTube

Denise Cooper’s bathroom during the American Standard remodel. Source: YouTube

Denise Cooper’s bathroom after the American Standard remodels. Source: YouTube

REFRIGIWEAR

RefrigiWear is an apparel company on a mission to keep workers warm in the coldest conditions. They were looking to partner with blue-collar influencers who worked in cold climates for a recent campaign. This is somewhat of a tall order, seeing as there aren’t many influencers occupying that niche. Luckily, they were able to partner with Nick and Scott, the brothers of Welker Farms.

The Welker brothers got some great engagement on the video they created for the campaign, bringing lots of exposure to the RefrigiWear brand, with a whopping 239,546 views. These types of videos are proof that authentic creation on the side of the influencers goes a long way. This video doesn’t feel like an ad because the product is seamlessly integrated into his routine, and that’s what audiences want to see — products their favorite influencers actually know and love. 

Nick Welker wearing his RefigiWear gear on the job. Source: YouTube

FEIT ELECTRIC

The family-owned company, Feit Electric specializes in standard and smart lighting designed to make any living environment safe, functional, and beautiful. During COVID-19, they ran a campaign to inspire customers to make their homes more comfortable while they were stuck inside. 

Feit partnered with influencers like Angela Lanter to show the installation of their lights and all the smart features that come along with them. Angela’s organic-feeling YouTube video amassed 11,452 views and more than 100 comments. Not too shabby!

Get YouTube to Work for You

We hope this helped open your eyes to all the ways YouTube may be an influencer marketing platform for your next campaign. Working with video influencers is a great way to build out your marketing strategy and harness the power of YouTube’s massive user base. Whether you’re launching a new product, in search of more glowing reviews, or hoping to give your audience an in-depth explainer of how to use your upcoming product or service, YouTube’s long-form format offers the flexibility, and the time, to accomplish your campaign goals. 

If you’d like help crafting your next YouTube influencer campaign, don’t hesitate to call your favorite YouTube influencer marketing agency. (That’s us — The Shelf.) Our expert team will help you craft a strategy that works for your brand and brings in the big bucks. Schedule a strategy call with our team below. Or you can always follow along with us on The Shelf’s YouTube channel for more influencer marketing tips and tricks.

Happy marketing!

About This Author

Ariana Newhouse | B2B Writer

I am a freelance writer and comedian based in Los Angeles, and while making people laugh is my jam, it’s not always the company brand. So, I strive to make people feel something. My writing philosophy is collaborative, empathetic, and humanistic. At the end of the day, no matter the message, there are real people on both ends of the process.

The post The Marketer’s Guide to YouTube Features appeared first on The Shelf Full-Service Influencer Marketing.