When YouTube first arrived in 2005, few likely had any idea how valuable it would become.
As video has continued to grow as one of the most compelling channels for marketing and entertainment, YouTube has remained at the forefront.
By becoming familiar with some of the latest YouTube statistics, you’ll help ensure your marketing strategy for video content is on a path to success.
1. There are 1.9 billion active users on YouTube
Currently, there are 1.9 billion active monthly users logging into YouTube. That’s one-third of all the people online and a heck of a lot of opportunity for any business.
YouTube reaches more 18-49-year-olds on mobile alone than any cable TV network or broadcast.
As YouTube stats for marketers go, that’s great insight into where you could be spending your ad budget, or at the very least maintaining an active presence through video content of your own.
2. YouTube is the second-most visited site in the world
According to Alexa rankings of the top 500 sites on the web, YouTube is second only to its parent company, Google, which is perhaps not surprising, but even more impressive when you consider the fact that it’s beating out Facebook, top Chinese search engine Baidu and Wikipedia, just to name a few.
Cisco predicted that video will make up 82% of global internet traffic by 2022, and with the year fast approaching, YouTube is one of the forces that certainly appears positioned to make it a reality.
Additionally, Google has revealed that YouTube users often search for ‘how to’ videos and other ‘search engine-like’ queries. This type of revealing user insight also makes YouTube a valuable source of social listening data that can help you pinpoint your audiences’ specific interests and needs.
3. Millennials prefer YouTube over TV
According to a 2016 study released by Comscore and YouTube, 35% of the 2,940 respondents selected YouTube as their “one preferred provider,” while just 19% chose TV.
Additionally, a 2015 Forrester Research forecast predicted that by 2025, half of all TV viewers under the age of 32 will not subscribe to a traditional pay TV service.
In 2018, YouTube viewership grew by its fastest rate in recent years, increasing by 60% year-over-year. Outside of TV, YouTube also holds the edge when it comes to other social and streaming competition. There are more videos on YouTube than Facebook video and Netflix combined and YouTube videos earn more valuable attention, too.
A study using eye-tracking technology found that YouTube ads hold visual attention 62% of the time, compared to 45% of TV ads.
4. Mobile devices dominate YouTube views, but TV is gaining
Just like general online search trends, YouTube usage predominantly happens on a mobile device, with that total now amounting to more than 70% of all watch time. On top of that, the rise of video content through other networks’ newer features like IGTV and Facebook Live has led to an overall increase in mobile video engagement. While some of these formats favor a vertical viewing aspect ratio, seven out of 10 YouTube users prefer horizontal viewing on their phones.
However, with advancements in technology and ever-growing popularity in online streaming devices like Apple TV and Roku, there have long been other ways to access YouTube outside of a computer and phone.
According to a 2017 YouTube Earnings Call, users watched more than 100 million hours of YouTube by way of their living room television, up 70% from the year prior. Additionally, it also was noted that YouTube TV covered two-thirds of U.S. households as of Q3 2017, when it had only just launched in February of that year.
5. The average length of a first-page video is 14 minutes and 50 seconds
Backlinko shared findings from a study in which 1.3 million YouTube videos were analyzed to identify various ranking factors potentially impacting YouTube SEO. Among one of the most actionable findings for marketers was the discovery that long-form videos, specifically those clocking in at 14 minutes and 50 seconds, outperformed their shorter counterparts.
This hasn’t necessarily been a well-kept secret, though, as in 2012 YouTube unveiled a focus on “watch time,” while its parent company, Google, has held a patent for “Watch Time Based Ranking” since 2013.
Among other interesting YouTube stats that emerged from the Backlinko study were that 68% of the videos included in the study were in HD, likes were significantly correlated with better rankings, and comment count proved to be a strong factor in a video’s ranking.