Just who is a typical UK YouTuber? Nearly one-fifth of those watching YouTube are watching less TV according to new research looking into the top myths and realities of users of the video sharing platform.
The study, commissioned by Google, found 19% of YouTube viewers are paying less attention to TV and that 17% are watching less TV overall. Three percent have stopped subscribing to premium cable networks and 1% have stopped watching TV entirely.
The study was carried out to help brands understand more about the YouTube audience and how best to create relevant content for them.
Some 1,583 U.K. respondents ages 13-64 were included in the study from June to September 2013: 1,171 were YouTube users, 412 were non-YouTube users.
Top 10 category of YouTube viewers: music videos, 59%; comedy 44; how-to/DIY 40%; and food, cooking and recipes, 21%.
Dispelling some myths, the study says not all YouTube users are teenagers — 90% of YouTube viewers are ages 18 or over and 50% are older than 35, with 10% ages 13-17. In addition, YouTube users don’t watch “screens” all day. For five hours a week, they read books and magazines; for seven hours a week they listen to the radio.
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YouTube users are heavy “brand evangelists,” with 58% of U.K. YouTube users talking up brands that they love, compared to 33% of non-users.
David Black, Director of Branding for Google UK, comments: “YouTube is increasingly shaping what matters in content and culture today. Each month more than a billion people come to YouTube to find content they love – from fashion, to music, to food. This research highlights the opportunities for brands to engage with a passionate and influential community of fans.”
The Google-commissioned Ipsos Media CT study reveals the top ten categories of videos that YouTubers watch:
1. Music videos (59%)
2. Comedy (44%)
3. How-to/DIY (40%)
4. Film previews/trailers (33%)
5. Live music (concerts) (24%)
6. Short films (24%)
7. Technology, electronics and gadgets (24%)
8. Food, cooking and recipes (21%)
9. Personal or home videos (21%)
10. TV shows (20%)
About the research
Google commissioned Ipsos MediaCT to survey 1,583 respondents in the UK aged 13-64 from June – Sept 2013. Of these,1,171 were YouTube users (=74% of total sample) and 412 were non-YouTube users (=26% of total sample). Quotas and weighting was based on age, gender, Internet usage and YouTube usage in order to be representative of the UK’s online population.