2020 was a great year for YouTube as people turned to videos to replace face-to-face events and events. The YouTube statistics here show how people are currently using this social video platform and what marketers need to know to reach them effectively.
YouTube user statistics
1. YouTube has more than 2 billion monthly logged in users
That’s not as big of an audience as Facebook’s 2.74 billion monthly active users.
However, keep in mind that it is possible to watch YouTube content without creating an account; therefore, the number of “monthly signed-in users” is likely to under-report the actual number of people watching YouTube content each month.
2. 74% of adults in the US use YouTube
That’s more than Facebook (it reaches 68% of American adults). And that’s nearly double the next runner-up Instagram (40%).
According to Pew Research, YouTube is the most popular online platform in America.
eMarketer predicts that the number of YouTube viewers in the US will grow from 214.9 million in 2020 to 228.1 million by 2024.
3. 77% of 15-35 year olds in the US use YouTube
YouTube is most popular with users aged 35 and under, but very few. 73% of Americans aged 36-45, 70% of 46-55, and 67% of 56-year-olds and older use YouTube.
This is a very different pattern from other social platforms where usage has fallen sharply in older age groups.
4. 80% of US parents with kids 11 and under say their kids watch YouTube
And 53% of those parents say their kids watch YouTube at least once a day. This is also in stark contrast to other social networks, most of which require a minimum age of 13.
The combination of these last two YouTube user statistics shows that YouTube has deep reach in every age category in the United States.
Source: Pew Research Center
5. 94.5% of OTT viewers in the US watch YouTube
OTT stands for “Over-the-top” and refers to streaming services watched on a TV. Almost all Americans who watch streaming videos on their televisions watch YouTube.
YouTube is the most used digital video platform in the United States. Netflix is in second place with 74.9%. In March, YouTube watch time on TV increased 80% year over year.
6. 16.4% of YouTube’s site traffic comes from the US
You’ve already seen how prevalent YouTube is in the United States. However, keep in mind that only some of the YouTube traffic actually comes from the US.
According to Alexa’s estimates, while the United States is the single largest source of visitors for YouTube, it only represents 16.4% of traffic.
Next runners? 9.2% of YouTube viewers are in India and 4.8% in Japan.
7. 56% of YouTube users are male
And 44% are women. (Data available for male and female users only.)
YouTube’s user-based system distorts men, but there are still large numbers of women creating and consuming content on the platform.
YouTube usage statistics
8. YouTube is the second most visited website in the world
Right after its parent company Google.
9. It is also the second most used social platform in the world
In this case, it comes right after Facebook.
10. People watch over a billion hours of videos on YouTube every day
One billion hours. Every day. This is an incredible amount of content consumed all over the world.
How does this number get so high? The next few YouTube usage statistics provide some insight.
11. Viewers aged 18 and over spend an average of 41.9 minutes per day on YouTube
This includes use on all devices: mobile, desktop or laptop and connected TV. That’s an average of 4.9 hours per week, or about 255 hours per year.
12. 40.9% of YouTube watch time happens on mobile devices
That number has been declining recently as people spend more time watching YouTube on their TVs, but it still accounts for a significant portion of watch time.
It’s important to consider, as YouTube statistics showing how much time people spend browsing YouTube.com mean they significantly under-report the time users actually spend on the platform. (Since mobile views are more likely to use the YouTube app.)
In Q4 2019, 49.0% of YouTube views were on mobile and 27.0% on TVs. By the third quarter of 2020, this rate had slipped to 40.9% in mobile and 34.4% in TV.
13. The average YouTube visitor checks out 8.89 pages per day
People don’t just go to YouTube to watch a video and then run away. They stick around to check out almost nine pages, increasing both their total view time and the number of content sources they consume.
14. In the first 10 days of June 2020, 4x more Black Lives Matter videos were watched than in the whole of 2019
The way people use YouTube has changed rapidly in 2020, and it’s a sign of great change. During the same period at the beginning of June, the number of views of videos on “how to become an ally” increased by 23% compared to the whole of May. And 48% of people now say they rely on online videos to “show them new perspectives on cultural issues.”
Views of protest songs such as Public Enemy’s “Fight the Police” and Childish Gambino’s “This is America” also increased in June.
YouTube for job statistics
The next few YouTube job stats look at what people are watching on YouTube in 2020. This is important information for businesses looking to plan effective organic content or considering themes for paid YouTube campaigns.
15. Views of videos with “beginners” variations in the title increased by more than 50% between March and July 2020
Globally, these videos received more than 9 billion views in 2020.
66% of people in Germany used YouTube to develop a new hobby in 2020 and 94% of people in India used YouTube to learn how to do something on their own. Globally, 82% have used YouTube to learn how to do things on their own. What exactly were they learning to do?
- The number of views of beauty trainings increased by approximately 50% in 2020.
- There was a 90% increase in bicycle maintenance and repair videos.
- The number of daily views of videos with “chicken breeding” in the title increased by 160%.
- Videos on learning guitar were viewed 160 million times from mid-March to mid-April.
- Videos about container gardening were viewed 6 million times in the same period.
- There was a 215% increase in daily video uploads about personal care.
- Videos about making sourdough bread had a 458% increase in daily views (guilty!) and a 200% increase in daily views for bubble tea recipe videos.
- Videos of how-to videos for haircuts at home also increased in April (again, the culprit).
16. People watched 100 billion hours of gaming on YouTube in 2020
There are now over 40 million active gaming channels on YouTube. More than 80,000 of these channels have at least 100,000 subscribers.
Minecraft was the most watched game with 201 billion views, followed by Roblox with 75 billion views and Garena Free Fire with 72 billion views.
17. 72% of people used YouTube to exercise or stay fit in 2020
In March alone, videos with “workout at home” in the title increased by 515%. And people have tried to develop some pretty specific fitness skills:
- 195% increase in daily videos on how to do a handstand
- Dance workout videos got 180 million views from mid-March to mid-May
18. In March 2020, the number of daily views of videos with “home office” in the title increased by 210%
And daily uploads of videos with “at home” in the title increased by 700% over the same period. The videos with the words “quarantine” and “routine” in the title were watched 10.5 million times in March.
19. Daily YouTube live streams up 45% in the first six months of 2020
In a year where live events are mostly cancelled, this is not surprising.
53% of live stream viewers say watching a live stream helps them feel connected to something bigger than themselves. And 56% of people say that watching a live stream can be just as good as attending an event in person.
20%. 50.9% of B2B decision makers use YouTube to research purchases
This makes it the most used social platform for this purpose, surpassing Facebook (48.5%) and LinkedIn (33%).
If you’re marketing to other businesses, you can find top decision makers on YouTube.
YouTube ad statistics
21. 70% of viewers bought a brand after seeing it on YouTube
This statistic is from YouTube’s parent company Google, based on a study conducted with Talkshoppe in February 2020 of 2,000 users aged 18-64.
22. YouTube ads targeted by intent have 100% higher purchase intent than ads targeted by demographics
They also have a 32% higher increase in ad recall. Combining demographics and intent only slightly improves ad performance over targeting by intent.
Source: Think with Google
Users who watch YouTube ads that are targeted by intent will skip ads less and watch ads longer than people who watch ads targeted by demographics.
23. The best YouTube ad in the USA in 2020 Nike’s Never Too Far Down | You Can’t Stop Us
The ad leaderboard is built on an “algorithm that influences organic and paid views, watch time, and audience retention.”
24. In the US alone, YouTube will generate $5.56 billion in ad revenue in 2021
That’s one and a half billion more than YouTube made from ads in 2020. More people are buying more ads in more formats.
For example, the number of advertisers using YouTube’s TrueView for Action increased 260% in 2020
25. The number of channels earning $10,000 or more per year on YouTube has increased 50% year over year
During the same period, the number of channels earning $100,000 or more per year increased by 40%.
Of course, this type of revenue can include multiple YouTube monetization forms, not just ad revenue. Regardless, it’s hard to say whether this is good news for all creators on YouTube or good news for the truly successful ones.
(Note that YouTube says this growth happens year-over-year, but doesn’t mention which years.)
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