When YouTube first started out back in 2005, few expected it to become the behemoth it is today, helping content creators make millions of dollars and allowing marketers to engage with audiences. As these YouTube stats show, the platform continues to evolve, spreading to new territories while moving to consolidate its position where it is already strong.
YouTube’s importance as a source of content and a marketing tool, therefore, is unlikely to diminish soon. So, read on for the most interesting stats and facts about the platform that will help you tweak your marketing strategy for this year and beyond.
As of October 2019, this makes YouTube the social media platform with the second-highest user base worldwide behind Facebook, which boasts nearly 2.5 billion monthly active users. The platform also allows watching videos without having to sign in, which means the number of actual viewers on the platform could be much higher. Those user numbers certainly YouTube a sought-after platform for advertisers.
It is even more impressive that the platform has managed to register a notable growth in monthly active users given the already higher number of viewers logging in. As we will see in the following statistics, much of this growth is owed to the platform’s geographical reach, as well as the continuous improvement in its recommendation algorithm.
YouTube scores a little low when it comes to daily active users, however. The total number of YouTube users signing in every day is 30 million, which is not a figure to scoff at, but since it’s only a small fraction of the platform’s monthly active users, YouTube could take measures to ensure that its users sign in more frequently.
That’s more than 11,000 hours’ worth of video every second. With the amount and variety of content, YouTube has the capability to engage all kinds of users, who generate billions of views every single day on the platform. The implications for marketers are immense, as is the number of videos on YouTube that ensures that a wide range of content is available for targeting specific audience segments.
At this rate, it would take a person 82 years to watch the total content uploaded to YouTube in one day. These YouTube statistics and data numbers are the strongest proof of the continued high level of user engagement, which can be a godsend for marketers. Whether it is through advertising on YouTube or building a community of subscribers, brands can make good use of this high engagement level.
The platform has sure come a long way since the first video on YouTube was uploaded in 2005. While only about half of these are active on a monthly basis, such reach can be used by brands to gain access to potential consumers across the world. As additional data points show, YouTube’s strong viewership is not restricted to one or a few countries; it is a truly global phenomenon.
As of December 1, 2019, YouTube’s homepage was the most visited site in the world after google.com. The homepages of Facebook, Baidu, Twitter, and Instagram, in that order, rank below YouTube. Based on the same set of YouTube statistics, the average visit duration on the platform was 23 minutes, much higher than Google’s 10 minutes and 11 minutes for Facebook.
YouTube beats not just social media networks but even other general-purpose apps in terms of mobile usage in the US. Based on October 2019 data, the other mobile apps with high penetration were Facebook (69.4%), Google Search (63.9%), Google Maps (62.2%), Gmail (60%), Facebook Messenger (59.9%), and Google Play (51.7%).
These YouTube channel statistics, however, only take into account channels with at least 5 subscribers, and sometimes, channels with 5 to 10 subscribers aren’t counted either. This means that the actual number of channels is likely much higher than 31 million. In the last two years, the total number of channels has grown by 40% year-on-year, with an even higher growth rate seen for larger channels with more than a thousand subscribers.
The number of users subscribing to different YouTube channels has shown impressive growth in the past year. YouTuber stats show that this has also resulted in greater income for content creators, with the number of channels earning five figures per year having grown more than 50% and those earning six figures having surged by more than 40%.
Reflecting the growing use of mobile devices, especially smartphones, data from YouTube shows that 70% of viewing on the platform is already mobile. Therefore, brands interested in engaging with mobile audiences will do well to incorporate YouTube in their marketing strategies.
YouTube also offers video marketing companies the opportunity to reach a truly global audience, with local content uploaded worldwide. The platform supports at least 80 different languages, allowing users to access the network regardless of the language they are comfortable in. By comparison, Facebook is available in about 45 languages. This global audience also ensures that the top videos on YouTube get discovered in locations they would never have reached until a few years back.
As of January 2020, YouTube channel stats show that T-Series, the Indian music record label and film production company, has 126 million subscribers, which makes it the channel with the largest number of subscribers by far. In the second position, PewDiePie, known mainly for gaming videos, has 102 million subscribers as of January 2020.
The multiple Grammy-winning American singer-songwriter has gained much international fame over the past few years, which is reflected in the interest shown in her on YouTube searches. The other topics in the top five most-searched list are Garena Free Fire (a mobile game), Tik Tok, PlayerUnknown’s Battlegrounds (an online game), and the song “Baby Shark”.
The other videos in the top five are “See You Again” by Wiz Khalifa (26 million likes), “Shape of You” by Ed Sheeran (21 million likes), “Faded” by Alan Walker (18 million likes), and “Gangnam Style” by Psy (17 million likes).
The Spanish-language song has garnered over 6.6 billion views since its January 2017 release. The other videos in the top five are “Shape of You” (4.6 billion), “Baby Shark Dance” by Pinkfong Kinds’ Song & Stories (4.5 billion), “See You Again” (4.4 billion), and “Uptown Funk” by Mark Ronson ft. Bruno Mars (3.8 billion).
Reflecting the immense popularity of K-pop worldwide, the South Korean group BTS leads the list of international artists with the most liked videos. Artists with two videos in the top 30 most-liked list are Ed Sheeran, Justin Bieber, Maroon 5, and the South Korean girls’ group Blackpink.
Aided by Google’s AI arm, Google Brain, YouTube recommends over 200 million different videos to its users, helping them discover content they didn’t know existed. Based on each user’s personal history, these recommendations are continuously improving and are nudging viewers to spend increasingly more time on the platform, as reflected in YouTube subscriber stats.
YouTube has been trying to boost its living-room footprint. Based on company-reported figures, this marks a 39% increase from the previous year and indicates that YouTube viewing is not limited to mobile devices or computers. This figure, however, excludes viewing on YouTube TV, Google’s internet pay-TV service.
In addition, only 10% of YouTube channels make 70% of the most popular videos. This disproportionate nature of YouTube popularity is also reflected in the division of earnings from YouTube. While a small number of creators make a lot of money through their videos, a vast majority makes next to nothing.
Twitch’s share of the market fell from 67.1% in 2018 to 61% in 2019, while Facebook Gaming’s share rose from 3.1% to 8.5% over the same period. YouTube Gaming has maintained its share and second position during the period, but with the recent announcement of a partnership between Activision, the creator of popular games like Call of Duty and Overwatch, and Google, its share is likely to grow substantially.
In the UK, users across the 18-64 age group use YouTube more than they do Facebook. It is interesting to note that, despite its high overall reach and user base, Facebook isn’t necessarily the most-used social network for all demographics. Digital marketing agencies would do well to heed these figures when deciding on their social media marketing mix.
(We Are Flint)
Stats on YouTube users by age show that, as is the case with a number of other social media networks, the platform has the biggest reach among youngsters, with 81% having accessed the platform in Q3 2019. The corresponding figures for the age groups 26-35, 36-45, 46-55, and 56+ are 71%, 67%, 66%, and 58%, respectively. The very high reach among young users is another factor that makes YouTube attractive to marketers.
This is also a notable stat for social media marketing professionals. Unlike many other social media networks, data on YouTube users by gender show that men do not form the majority of the platform’s users. The high presence of women among YouTube’s audience makes it an obvious choice for brands that might like to engage women but find it difficult to do so elsewhere.
(Think with Google)
Another interesting piece of info for marketers is that the education level of YouTube’s audience is better, on average, than that of the general population. The obvious implication is that these users are likely to be in a better position in terms of spending power. Another stat on YouTube gender demographics shows that its users are more likely to have families with kids than be unmarried.
(Think with Google)
The most popular type of content on YouTube is music. While 33% of the US population was using the platform for music consumption every week in 2014, the figure had risen to 50% by 2019. Little wonder then that music makers invest so much in creating videos now, and the most popular music videos rack up 100 million views within a week.
While music is the most popular content category on YouTube, it seems to be losing out to streaming services like Spotify and Apple Music, which are the music platforms of choice for 60% and 26% teenagers, respectively. These streaming services may not offer videos, but their other features are considered more valuable by young users.
News consumption has undergone drastic changes over the last few years, with social media already acting as the main source for news for two-thirds of American adults. YouTube usage statistics show that it has emerged as an important player in this area, and brands like Microsoft and Cisco have started using it as one of the main platforms to share news and press releases.
Combining viewing on desktops, laptops, and mobile devices, the time spent on YouTube by the average 18+ person in the US has shown a consistent rise in the last few years and is expected to continue increasing in the near future. At the same time, YouTube viewer statistics indicate that the time spent on YouTube has registered a drop daily digital video time. So, while viewers are spending more time every day consuming digital video, other platforms are increasing their share at the cost of time on YouTube.
Viewing statistics show that YouTube is a better video medium for marketers interested in reaching a significant proportion of the population. Data on YouTube age demographics confirm that advertising targeted at multiple age cohorts is much more powerful on YouTube than through conventional means on TV, with cable TV the greatest loser in this regard.
The top spot is taken by Netflix, which has managed to acquire a significant lead over its rivals because of consistently high-quality content. While 38.6% of these consumers prefer watching Netflix on TV, YouTube market share data shows that it is favored by 17.7% consumers. Hulu, Basic Cable, Broadcast Networks, Amazon Prime Video, and Premium Cable follow on this list.
26% of users in this age group even do it every day. YouTube is cited as the most preferred platform across age groups for binge-watching, meaning that more users spend long hours watching content on YouTube than on any other platform. With more binge-worthy content planned by YouTube in the form of series and other shows, YouTube trends indicate that this habit is likely to spread further, providing marketers with more opportunities to present their products and services.
While this revenue shows that a large number of businesses use the platform to reach their audience, the figure is only about half of the video advertising earnings on Facebook for the same period. Facebook also reportedly controls nearly 87% of social network video advertising spend in the US across its family of apps, which includes Instagram.
YouTube has great potential beyond an entertainment tool, and a large number of businesses globally have already realized this. Its wide and diversified viewership allows marketers to showcase brands to their targeted audience and also receive customer feedback. The most recent data, however, suggest that Facebook ranks above YouTube in terms of the number of businesses using the platform to share video content. Check out the latest Facebook video statistics for more information.
Attention rate refers to the percentage of advertising when viewers are not distracted. YouTube view statistics confirm that it compares favorably in this department against TV, with the latter having an attention rate of just 45%. Non-skippable ads on YouTube command an even better attention rate at 83%.
(Business of Apps)
This is one major area where YouTube wins over Facebook, its main video marketing rival. Because of a number of factors, including issues faced by content creators on Facebook, a video view on Facebook generates only about 12% of the revenue generated by a video view on YouTube. It’s no wonder then that most quality video production companies and individuals continue to favor YouTube over Facebook.
YouTube has also emerged as an important platform for product discovery, helping marketers in introducing consumers to new offerings. The platform is also a prime vehicle to help brands target new markets. At the same time, video content is becoming increasingly competitive, requiring marketers to work harder to ensure viewer engagement.
(Think with Google)
Many of these people are video creators and have a strong following among young users, as reflected by data on YouTube demographics. The role of influencers in video marketing has become increasingly prominent, and brands are realizing that communicating through video creators gets them better returns than their own slick ads. This is also underscored by the growing prominence of influencer marketing platforms.
YouTube’s CPC makes the platform relatively expensive compared to other social media networks like Twitter and Facebook, which have CPCs of $0.38 and $0.97, respectively. Instagram and LinkedIn, however, have higher CPCs at $3.56 and $5.26. In terms of CPM, YouTube is even more expensive, with other networks clocking in about $6.46 (Twitter), $6.59 (LinkedIn), $7.19 (Facebook), and $7.91 (Instagram).
YouTube video stats also show that relevance to personal interests is 1.6X more important to viewers than the production value of videos. Statistics indicate that viewers consider their interest areas to be much more important than other factors when choosing the videos to spend time on. This makes it important for marketers to make an effort to understand viewers’ tastes instead of relying blindly on star-studded or slick ads.
(Think with Google)
Google’s internal research shows that such videos are even better than music or gaming videos — two of the most popular content categories on YouTube — when it comes to user attention. In recent times, YouTube video statistics show that watch time for how-to videos has doubled on the platform, indicating that people are really keen on improving their knowledge through videos.
(Think with Google)
People often use YouTube videos to develop their understanding of a product. Your brand’s potential customers would use the platform to find precise information that would help them make up their minds if they can use the product.
(Think with Google)
One of the YouTube facts that will enthuse marketers is that since January 2019, the platform has launched over 30 changes to reduce recommendations of such content. The result is that only a fraction of 1% of the watch time stateside is spent on such content now. Recommendations for information from authoritative sources have also increased as part of this process.
This gender bias is particularly strong in ads for certain industries like automotive and business & industrial, which had only 28% and 29% screen time for female characters, respectively. The bias is even worse when it comes to speaking time, with an overall share of just 40% for female characters. YouTube stats show that speaking time in the automotive industry ads was 24% and 21% in business & industrial ads. Female characters were also more likely to be in their 20s and 30s and shown wearing revealing clothing and in clichéd roles.
(Think with Google)
In general, 85% of women think that the advertising world needs to catch up with the real world in terms of gender roles, while 66% switch off media that negatively stereotypes women. Specifically, in the case of YouTube, the company reports better results when advertisers make an effort to reflect gender inclusivity in their advertisements.
(Think with Google)
As per YouTube subscriber statistics, most viewers tend to watch videos on YouTube in the evening and posting in the above slot ensures that the videos are indexed by then. Thursdays and Fridays tend to be the best days to post on YouTube. Viewership is also high on weekends, so posting between 9 a.m. and 11 a.m. on Saturdays and Sundays can also get a high number of views.
With 500 hours of video uploaded on YouTube every minute and many videos taken down because of violation of the platform’s guidelines, it is impossible to give a specific number. Within a year, however, 250 million hours of video get uploaded on the platform, with the figure continuously rising.
Over 2 billion people log into YouTube every month to watch videos. The actual number of people using YouTube is likely to be higher, though, as the platform allows watching videos without signing in.
Data shared by the company suggests that more than 1 billion hours of video are watched on YouTube every day. In terms of time spent per person, the average American user spends about 24 minutes on YouTube every day.
The average viewing time on YouTube on mobile devices stands at 40 minutes. This figure has been increasing over the years, mainly because the platform’s recommendation system has been getting better at suggesting new content to viewers.
The channel with the most subscribers on YouTube is owned by T-Series, an Indian record label and film production company. It has over 126 million subscribers as of January 2020. The individual content creator with the highest number of subscribers is the Swedish gamer and comedian Felix Arvid Ulf Kjellberg, better known as PewDiePie. His YouTube channel has 102 subscribers as of January 2020.
While earnings depend on several factors apart from the number of views, according to the YouTube earnings calculator at Influencer Marketing Hub, a YouTuber can make anything between $0.25 to $7 for 1,000 views.
According to Forbes, the highest-paid YouTuber for 2019 was eight-year-old Ryan Kaji, a Texas resident, who earned $26 million through his channel “Ryan’s World”. His channel includes unboxing and trials of new games and toys as well as educational videos and science experiments for children.
The fastest-growing YouTube channels in 2019 were MrBeast (with 101.5% growth rate), AzzyLand (64%), T-Series (54.9%), Morgz (53.5%), and Tfue (52.7%).
YouTube’s relevance cannot be ignored by content creators, consumers, or businesses. While the platform has been facing relentless competition from rivals like Facebook and Instagram, as these YouTube stats show, it has managed to hold its own. It’s also taking measures to ensure a safer, more relevant experience for its viewers, which is likely to reflect positively on content creators and marketers.