1. YouTube User Statistics
According to the latest official figures, YouTube has 2.6 billion users (Statista, 2022). The research firm Statista provides further insights that show that the platform boasts about 1.86 billion active users.
While the current figures place YouTube’s monthly active users at about 2.6 billion, the actual figures might even be higher. This is because the numbers are calculated per number of people that actually log in to the website (or app).
However, there are other ways people watch videos, such as the ability to watch YouTube videos on WhatsApp, which takes YouTube’s reach even higher.
With such a huge audience, YouTube remains one of the best platforms for your digital marketing efforts.
2. YouTube Demographics: Geography
India has the highest number of active YouTube users. At least 467 million people in India regularly access YouTube ‒ that’s approximately 16% of the total population.
The United States comes second as the country with the most YouTube users, with about 240 million active YouTube users.
Indonesia (127 million), Brazil (107 million), and Russia (99 million) take up the next three positions at the countries with the highest number of YouTube users.
While India leads with the total number of YouTube users, the United States’ usage translates to a much higher proportion of the country.
81% of the entire U.S. adult population uses YouTube (Pew Research, 2021).
YouTube is currently localized in over 100 countries and can be used in 80 different languages (YouTube, 2021). This fact has made it possible for the fast penetration of the platform to other countries globally.
As of January 2022, the Netherlands is the country with the highest YouTube penetration at 95%. South Korea ranks second at 94%, while New Zealand ranks third at 93.9%. African countries Nigeria and Kenya have a YouTube penetration of under 30% (Statista, 2022).
3. YouTube Demographics: Gender
53.9% of YouTube’s total users are male, while 46.1% are female (Statista, 2022). YouTube’s current reporting structure supports the two genders (male and female) of people between 16 and 64 years.
4. YouTube Demographics: Age
YouTube reports on its usage for those between 16 and 64 years. As of 2021, 82% of all male adults are on YouTube, while 80% of all females access the platform in the U.S. (Pew Research, 2021).
According to a 2021 Pew Research report, 95% of 18-29 year-olds and 91% of 30-49 year-olds in the U.S. use YouTube.
The younger generation isn’t the only one that uses the platform as 1 in 3 baby boomers go on YouTube to learn more about a product or service.
Besides that, 80% of U.S. parents of children under 11 years old claimed that their kids watch YouTube (Pew Research, 2020).
What’s even more interesting, 49% of 65+ year-olds in the U.S. use YouTube.
YouTube is a popular social media platform for every demographic group, and no wonder – video is the fastest and the most efficient source of information in this day and age.
5. YouTube’s Usage Statistics
With 122+ million daily active users on YouTube consuming more than a billion hours of video every day, this is one of the most widely used social media platforms (and search engines) in the world (YouTube, 2021).
On average, users spend 18 minutes on YouTube every day (Alexa, 2021) browsing at least eight different pages on the platform.
It has all become easier thanks to the variety of content available on this social platform. There are more than 31 million YouTube channels to choose content from.
6. YouTube’s Popularity among Users
Besides being the only other major social media platform with over 2 billion users (only Facebook ranks higher), YouTube is the second-most popular social media platform in the world (Statista, 2021).
It is also the second-most popular search engine right after Google, racking up over a billion hours of views every day (YouTube, 2021). In fact, YouTube receives more search queries than other major search engine platforms like Microsoft Bing, Yahoo, AOL, and Ask ‒ combined.
70% of all YouTube traffic comes from mobile devices (YouTube, 2019). The platform’s popularity makes it easy for a larger audience to reach it, reaching more U.S. mobile content consumers than any other television network.
7. YouTube’s Popularity among Marketers
To put it into perspective, the total number of social media users in the world is just a little shy of 4 billion people. YouTube has 2+ billion users, meaning more than 50% of all social media users are on YouTube.
These figures mean a lot to digital marketers that wish to reach a larger audience. Video content has taken over the world, owing to the latest video marketing statistics. And where best to market your videos than the world’s largest video search engine?
As of 2020, YouTube was the fifth most used social media platform for marketers after Facebook, Instagram, LinkedIn, and Twitter.
Regardless of its high potential, many small business owners in the U.S. are yet to make good use of YouTube, as only 9% of small businesses are on YouTube. However, the platform is quite popular among digital marketers as 55% of marketers use YouTube.
However, owing to its popularity, it is no surprise that 50.9% of B2B decision-makers use YouTube to research purchases. This makes YouTube outrank the likes of Facebook (48.5%) and LinkedIn (33%) for this purpose.
YouTube has a high convincing power to buyers, increasing their buying intent, and according to data shared by Google, 70% of viewers bought from a brand after seeing it on YouTube.
Note: Please link back to omnicoreagency.com and this page when you reference/quote the statistic.
Photo Credit: Unsplash
With 80 different language options, local versions in 91 countries, and nearly two billion monthly users, YouTube’s global presence is massive. The platform reaches 95% of the internet’s population, and its top-performing countries reflect that global diversity. In this post, we’ll take a look at the countries and regions with the most all-time views and subscribers, and we’ll investigate how the top-ranking countries have grown and changed over the last five years. In this analysis, we compared the top 100 channels ranked by views and subscribers for each country. In a comparison of the most-viewed channels from each country, the United States earned the top spot by a long shot, with nearly one trillion total views as of March 2019. Indian channels came in second place with approximately 500 billion views, followed by the United Kingdom, Brazil, and Thailand. When it comes to all-time subscribers, the United States once again holds the top spot, over two billion total subscribers across its top 100 channels. India, the United Kingdom, and Brazil also rank highly. While Thailand has the fifth-highest number of total views, it is only #10 in subscribers; Mexico, by contrast, ranks #12 in viewership but #5 in subscribers. And while Egypt and Chile are among YouTube’s top 25 most-subscribed countries, they do not rank in the top-viewed list. Similarly, the Philippines and Romania are #19 and #25, respectively, on the top-viewed list, but are not among the top-subscribed countries. All these countries have experienced massive growth since 2013, when ChannelMeter collaborated with NewMediaRockstars to compile a list of the top ten countries in YouTube viewership outside the United States. With nearly a trillion views in 2019, the United States has grown more than seven-fold from its 2013 viewership of approximately 125 billion views. The most impressive growth, however, came from Brazil and India. Brazil’s 2019 viewership of 275 billion is 25 times its 2013 viewership of 11 billion. This growth moved Brazil from the number ten spot to the number four spot in total viewership. India’s viewership increased 33-fold, from 15 billion to over 500 billion. While India was the third-most-viewed country in 2013, it replaced the United Kingdom in second place in 2019. Germany, meanwhile, suffered the greatest drop in the rankings, plunging from #4 to #14. Three new countries — Thailand, Spain, and Turkey — made it into the top ten in 2019, ousting Germany, France, and Mexico. This shift also represents a change in regional dominance: Europe, once the top region in viewership, has been replaced by Asia, and the Middle East has arrived on the scene. Despite the diversity and global reach of YouTube’s content, some regions dominate the platform. While Europe only comprises 10% of the world’s population, European content accounts for 27% of views amassed by the top 25 countries. North American countries, which hold only 8% of the world’s population, also accounted for 27% of total views. South America and Oceania, home to 6% and 0.5% of the world’s population, respectively, also have relatively high percentages of viewership. Asia, by contrast, comprises nearly 60% of the world’s population, but content produced in Asian countries only gained 30% of views. The 4.7% of views for the Middle East and Northern Africa (MENA) are nearly proportional to its 6% of the world’s population. And while Africa is the second-most populous continent, home to over 16% of the world’s population, no African nations (except Egypt, which is categorized here as part of MENA) rank among the top 25 most-viewed. There are several potential causes for these sometimes-disproportionate patterns of YouTube activity. Naturally, countries with large populations — like the US, India, and Brazil — tend to rank highly. By contrast, limited access to computers and the internet restricts YouTube’s reach in impoverished regions, including many parts of Africa. Meanwhile, government censorship has prevented the widespread use of the platform in some regions — most notably China. Furthermore, content creators are not always honest when choosing their location. For example, although YouTuber PewDiePie, whose channel has amassed over 20 billion views, is Swedish and resides in the United Kingdom, he chose the United States as his location. Looking towards the future, it seems likely that we will see increased usage of YouTube not only in top countries, but also in up-and-coming regions, particularly Southeast Asia: Laos, Cambodia, Myanmar, and Indonesia all more than doubled their total viewership in 2018. To see some of the creators who are driving growth in Thailand, Spain, and Turkey, the newcomers to the top-ten list, check out these top channels: Thai channel ครูนกเล็ก (English: “Small bird teacher”) features entertaining educational videos geared towards a young audience. Spanish channel VEGETTA777 features videos of gameplay, mostly of Minecraft, by Samuel de Luque, who describes himself as “a guy who loves unicorns and lives with a murderous goblin in his room.” Turkey’s most popular channel belongs to vlogger and actor Enes Batur. Batur’s content ranges from music videos and gameplay to challenges and vlogs. //channelmeter.wordpress.com/2019/03/01/youtubes-top-countries/