3 TRUTHS BEHIND WHY THE WORLD WATCHES YOUTUBE
We partnered with media agency Carat and youth culture agency Archrival to find out why today’s viewers turn to the online video platform.
VIEWERS HAVE SEEMINGLY ENDLESS OPTIONS FOR SOCIAL AND STREAMING VIDEO
Canadians are watching more YouTube content across all their screens — even in their living rooms.1
BUT WHAT BRINGS THEM TO YOUTUBE?
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3 REASONS
Through interviews and surveys of thousands of Canadian adults, we uncovered three surprising reasons people turn to YouTube.2
THOUGHTFUL
PERSPECTIVES
Today’s news cycle is fast. People head to YouTube for in-depth commentary and analysis, and to rewind relevant events.
@MKBHD
88% of Canadian YouTube viewers agree the platform allows them to search for content
Turn sound on
@MIKESMIC
@JENNYNICHOLSON
@QUINTONREVIEWS
72% of YouTube viewers agree the platform is the best place to get a variety of opinions on a topic, and 69% have gone on a deep dive into movie, music, or fan theory on YouTube
TIME WELL
SPENT
While social media serves up what’s trending, YouTube gives viewers the agency to search for and choose relevant content that brings them joy — so they’re not just passing time.
@AIRRACK
74% of YouTube viewers agree the platform allows them to curate their own entertainment
Compared to other platforms, YouTube is their first choice to engage with things they’re passionate about and feel like they’re doing something with their time.
CREATOR
CONNECTIONS
A majority of viewers agree that creators are the reason they visit YouTube. This is especially true of Gen Z.
@JACKIEAINA
65% of Gen Z YouTube viewers agree creators are why they visit YouTube
of YouTube viewers say they like the platform’s creators because they are “real and authentic”
OVER
HALF
To make sense of a constantly changing world, to dive deep into what they love, and to connect with their favourite creators, viewers keep returning to YouTube.
WHEN ASKED TO RANK PLATFORMS BY:
Best content and creators
01
Where they can find the best storytelling
02
THEIR NO. 1 SPOT GOES TO YOUTUBE
SO WHAT DOES THIS MEAN FOR BRANDS?
YouTube means a lot to today’s viewers. To connect with them and drive results, get to know the creators and content they love — and show up where they’ve always been watching.
BE WHERE THE WORLD WATCHES
/@NICOLELAENO