2020 was a hell of a good year for YouTube as people turned to videos to replace personal events and activities. The YouTube stats here shows how people are currently using this social video platform and what marketers need to know in order to reach it effectively.
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YouTube user statistics
1. YouTube has more than 2 billion registered users per month
That's not quite as big an audience as Facebook's 2.74 billion monthly active users.
Note, however, that it is possible to watch YouTube content without ever creating an account. Therefore, the number of users logged in each month is likely to reflect the actual number of people who watch YouTube content each month.
2. 74% of adults in the US use YouTube
That's more than Facebook (which reaches 68% of American adults). And it's almost twice as much as 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 US YouTube viewers will increase from 214.9 million in 2020 to 228.1 million by 2024.
3. 77% of US 15 to 35 year olds use YouTube
YouTube is most popular with users under the age of 35, but only marginally. 73% of Americans ages 36 to 45 use YouTube, 70% of 46 to 55 year olds, and 67% of 56 year olds and older.
This is a very different pattern than other social platforms, where usage is falling sharply in the older age groups.
4. 80% of US parents of children under 11 say their children watch YouTube
And 53% of these parents say their child watches videos on YouTube at least once a day. This is also in stark contrast to the other social networks, which usually require a minimum age of 13 years.
These last two YouTube user statistics taken together show that YouTube has a wide reach across all age groups in the United States.
Source: Pew Research Center
5. 94.5% of OTT observers in the US watch YouTube
OTT stands for "Over-the-Top" and refers to streaming services that are viewed on a television. Almost all Americans who watch streaming video on their television watch YouTube.
YouTube is the most widely used digital video platform in the United States. Netflix ranks second with 74.9%. In March, YouTube watch time on television increased 80% year over year.
6. 16.4% of YouTube's website traffic comes from the United States.
You have already seen how widespread YouTube is in the US. Note, however, that only a fraction of YouTube traffic actually comes from the United States.
Alexa estimates that while the US is the largest source of visitors to YouTube, it still only accounts for 16.4% of traffic.
The next runner-up? 9.2% of YouTube viewers are in India and 4.8% in Japan.
7. 56% of YouTube users are male
And 44% are female. (Data is only available for male and female users.)
YouTube's users are male, but there are still a lot of women who create and consume content on the platform.
YouTube usage statistics
8. YouTube is the second most visited website in the world
Right after the parent company Google.
9. It is also the second most used social platform in the world
In this case, it comes right behind Facebook.
10. People watch over a billion hours of video on YouTube every day
A billion hours. Every day. That is an incredible amount of content that is consumed all over the world.
How does this number get so high? The next YouTube usage statistics offer some insight.
11. Viewers aged 18 and over spend an average of 41.9 minutes on YouTube every day
This includes use on all devices: mobile devices, desktops or laptops, and connected TVs. That's an average of 4.9 hours a week, or almost 255 hours a year.
12. 40.9% of YouTube time is on mobile devices
That number has been going down lately as people spend more time watching YouTube on their TVs, but it's still a significant part of airtime.
This is important to consider as YouTube statistics show how much time users spend browsing YouTube.com and significantly underestimate the time users actually spend on the platform. (Since mobile views tend to use the YouTube app.)
In the fourth quarter of 2019, 49.0% of YouTube users were mobile and 27.0% were on television. By the third quarter of 2020, it was 40.9% mobile and 34.4% on television.
13. The average YouTube visitor checks out 8.89 pages per day
People don't just rush to YouTube to watch a video and then crouch. They stick to checking out nearly nine pages, increasing both overall viewing time and the number of content sources they are using.
14. In the first 10 days of June 2020, there were four times more Black Lives Matter-related video views than in all of 2019
The way people use YouTube has changed rapidly in 2020, and this is an indication of major changes. In the same period in early June, the number of views of videos on the topic of "How to be an Ally" increased by 23% from May as a whole. And 48% of people say they rely on online videos to “show them new perspectives on cultural issues”.
Calls for protest songs such as Public Enemy's "Fight the Police" and Childish Gambino's "This is America" also rose in June.
YouTube for business statistics
The next YouTube business stats show what users saw on YouTube in 2020. This is important information for companies planning high-impact organic content or thinking about topics for paid YouTube campaigns.
15. The number of videos with variations of the title "Beginner" increased by more than 50% between March and July 2020
Globally, these videos were viewed more than 9 billion times in 2020.
66% of people in Germany used YouTube to develop a new hobby in 2020, and a whopping 94% of people in India used YouTube to learn to do things themselves. Globally, 82% used YouTube to learn to do things themselves. What exactly did they learn to do?
- Beauty tutorial views increased nearly 50% in 2020.
- The number of bicycle maintenance and repair videos increased by 90%.
- Daily views of videos with the title “Chicken Farming” increased by 160%.
- Guitar learning videos were viewed 160 million times from mid-March to mid-April.
- Container gardening videos were viewed 6 million times over the same period.
- Daily uploads of videos related to self-care increased by 215%.
- Daily Sourdough Bread Making Video Views (Guilty!) Increased 458% and Daily Bubble Tea Recipe Video Views Increased 200%.
- April also saw videos with videos showing how to make haircuts at home (again guilty).
16. In 2020, people watched 100 billion hours of gaming on YouTube
There are now more than 40 million active game 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 keep fit in 2020
In March alone there was a 515% increase in videos titled "Home Training". And people wanted to develop some pretty specific fitness skills:
- Daily handstand videos increased 195%
- Dance workout videos were viewed 180 million times from mid-March to mid-May
18. Daily views of videos titled "Home Office" increased by 210% in March 2020
Daily upload of videos titled “at home” increased by 700% over the same period. Videos with a combination of "quarantine" and "routine" in the title were viewed 10.5 million times in March.
19. YouTube daily livestreams increased 45% in the first six months of 2020
This is not surprising in a year when live events were largely canceled.
53% of livestream viewers say that watching live streams helps them feel connected to something bigger than they are. And 56% of people say that watching live streams can be as good as participating in person at an event.
20. 50.9% of B2B decision makers use YouTube to research purchases
This makes it the most used social platform for this purpose and even surpasses Facebook (48.5%) and LinkedIn (33%).
If you market to other companies, you can reach top decision makers on YouTube.
YouTube ad statistics
21. 70% of viewers bought from a brand after seeing it on YouTube
This statistic comes from the YouTube parent company Google, based on a study of 2,000 users between the ages of 18 and 64 that was carried out with Talkshoppe in February 2020.
22. Deliberately targeted YouTube ads have a 100% higher purchase intent than ads targeted by demographic
They also have a 32% higher increase in ad recall. The combination of demographics and intent will increase ad performance only marginally beyond targeting by intent alone.
Source: Think with Google
People who intentionally watch YouTube ads will also skip fewer ads and see ads longer than people who see ads with demographics.
23. The top YouTube ad in the US in 2020 was Nike & # 39; s Never Too Far Down | You can't stop us
The ad leaderboard is based on "an algorithm that takes organic and paid views, time and target audience engagement into account".
24. In the US alone, YouTube will generate advertising revenue of $ 5.56 billion in 2021
That's a billion and a half more than YouTube's ads in 2020. More and 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 making $ 10,000 a year or more on YouTube increased 50% year over year
Over the same period, the number of channels earning $ 100,000 a year or more increased 40%.
This type of revenue doesn't just come from advertising revenue, of course, but can include multiple forms of YouTube monetization. Regardless, it's hard to say if this is good news for all content creators on YouTube, or just for the really successful ones.
(Note that YouTube says this growth happened year after year, but doesn't mention which years.)
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