You’ll find nearly 300 hours of new video uploads available to watch on YouTube every minute of every day. It’s fair to say that with this level of content, YouTube is a platform that can attract anyone. When taking a look at the data, however, there are some clear demographics which stand out.
YouTube has a very large audience, reaching 81.2% of Internet users in the United States, according to comScore data.
Although men make up a majority of views on YouTube, the gender demographic breakdown is closer to 55/45. This male viewership domination doesn’t mean that women can’t find videos that are specifically made for them. There are several female-dominated YouTube categories despite the overall domination of men as a gender demographic on YouTube. With nearly 200 million unique visitors watching a YouTube video each month, there is a lot of potential for a new channel on this platform if they can target the correct demographics.
What Men Are Watching On YouTube Right Now
- Football/Soccer is the most male-dominated category on YouTube right now, with men accounting for over 94% of the total viewership.
- Strategy games takes a close second place in male domination, just 0.2% behind football/soccer in male viewership percentage.
- Out of the Top 15 categories that have the highest percentages of male viewership, 10 of them are focused on games. Two additional categories, virtual worlds and graphics/animation software, are gaming related. Only bodybuilding and basketball manage to join football/soccer in the Top 15.
- When compared with women, men spend 44% more time on YouTube per month, making up 90% of the total viewership on the average day.
- 30% of Millennial men count themselves as viewers of the Top 100 pets and animals channels that are on YouTube right now.
- The most popular gaming search on YouTube: Minecraft. It accounts for 75% of male-related searches.
Men are accessing YouTube for self-help reasons just like women are, but the needs are very different. Women are looking for beauty tips, self-improvement options, or enjoying videos that feature puppies. Guys are logging into YouTube to gather information about the video games they are playing, to learn RPG strategies for card games, or to catch up on the latest sports highlights that they might have missed on ESPN.
What Women Are Watching on YouTube Right Now
- The most popular category for women on YouTube today is makeup and cosmetics, with an 89% female audience.
- Skin and nail care comes in second with an 85% female audience.
- Weight loss, east Asian music, pop music, and dogs round out the top categories that see a higher female audience when compared to men, but at best with a 60/40 ratio.
- 24% of Millennial women are frequent viewers of pets and animals videos on YouTube.
- 80% of views that occur originate from outside the United States.
Instead of spending a fortune by going to the salon, women are finding that “YouTube University” classes that are filled with helpful tips can save them a lot of money. This is why the self-help categories are heavily dominated by women. Not only can they see the tips being presented visually, but they also begin to form relationships with the video presenters. This creates a loyalty to the channel which continues to boost the viewership numbers. Maybe the strangest demographic fact here is that there are so many men who are part of the East Asian music category
Age As a Factor in YouTube Demographics
- 31.8 million users aged 18 to 24 in the United States accessed YouTube at least once in the past month, accounting for 98% of internet users in that age demographic.
- In the last month, the 18-24 age bracket spent an average of 10 hours and15 minutes on the site.
- YouTube attracted 19.4 million visitors 65 and older to the site in the last month, which is 3 out of 4 internet users in this age demographic.
- The 65+ age demographic spends just 3 hours and 54 minutes on YouTube each month.
- 17.2 percent of viewers in the beauty and style categories are girls in the 13-17 age demographic.
- 82% of US internet users between the ages of 14-17 use YouTube on a regular bases.
- Yuya, who is the most popular beauty and style video blogger on the site, receives 41 million views per month of her Spanish language beauty tips.
- People under the age of 18 make up the same percentage of the YouTube audience as people in the 55+ age demographic [18% each].
- 21% of YouTube users say that they visit the platform on a daily basis, while another 28% say the check it out at least a few times per week.
- Another 10% of people in all demographics say that they visit YouTube once per week.
- 45% of people who uploaded a video had one that featured their pet or some other animal.
When looking at how age affects the demographics of YouTube, this platform is one of the few places on the internet where anyone of any age is going to find something for them. Older age correlates to less overall time spent on the site, but that’s likely due to the type of content that is popular on YouTube today. Older viewers are looking for home remodeling tips, auto mechanic help, and other practical resources instead of beauty, skin, or video game tips.
Education Demographics for YouTube
- 22% of YouTube viewers report that they have earned a 4 year Bachelor’s degree. Another 14% report that they have earned a post-graduate degree.
- The percentage of YouTube viewers who report that they have attended college for at least one semester: 20%.
- 8% of YouTube users say that they hold an Associate degree.
- 14% of YouTube users have graduated from high school or have a GED equivalent. Another 8% report that they are either still in high school are dropped out before graduation.
- Another 14% of YouTube users state that their highest level of education is grammar school.
- Only 30% of the US population earns $75k or more, while only 43% of the online population earns $75k or more. YouTube users report that 46% of the overall demographic makes a HHI of $75k.
- 9% of YouTube households report an HHI of above $150k. On the other end of the scale, just 5% report an income that is below $25k.
Although the internet is widely accessible today throughout much of the developed world, that doesn’t mean everyone can afford the technology necessary to access it. This is why income levels appear to be a little skewed when looking at the YouTube demographics. People need to be able to afford computers or mobile devices that allow them to access the site in the first place. Some might use public computers to do so, but that requires travel which they may not be able to do. Higher income levels naturally correlate with higher education levels, which the YouTube demographics also reflect. Maybe this is why Saudi Arabia accounts for 90 million of the daily hits that this platform receives.
Brands As a Demographic on YouTube
- The top 500 brands with a presence on YouTube average 884,000 monthly views per month per brand. That works out to an average of 98,000 views per video.
- 35,000. That’s the number of subscribers that the top 500 brands on YouTube receive each month.
- The top 1,000 channels on YouTube see an average of $23,000 in monthly advertisement revenue.
- 350 social interactions are generated, on average, for every minute of video that is uploaded by the top channels on the site.
- 55 million ratings happen each month on YouTube just in the top 1,000 channels alone.
- 4 billion hours of video content is viewed every day on YouTube.
- 50% of all YouTube viewers are accessing videos on a mobile device and spending an average of 40 minutes every time they open up their mobile app.
- 30% of the videos that are YouTube account for 99% of the traffic that the website receives.
- 1 in 3 people in the world today will visit YouTube at some point in the next month. In 2011, YouTube reached the 1 trillion hit mark.
Brands need to have YouTube just as much as people seem to need this platform to consume content. In less than a decade, it has become the go-to platform for content consumption in virtually any topic. When compared to news sites, YouTube receives nearly 8x more traffic on a monthly basis. This makes it the ultimate social media platform since the videos can be used to communicate virtually anything, link consumers back to a website, or accomplish a number of traffic-building goals. Almost everyone is on YouTube right now or they will be in the near future. Make sure you are as well.
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