Chances are, you’ve probably spent an afternoon down the rabbit hole YouTube video.
While YouTube is a great source of entertainment, it has also proven itself to be a valuable tool for marketers.The global user base exceeds 2 billion peopleassuming your target audience is also safe on the platform.
In this article, we’ll cover the important YouTube stats you need to know in 2022 to help you succeed in your marketing efforts.
2022 YouTube Demographics
Below, we’ll review the most important YouTube statistics that show marketers how audiences around the world are using the platform.
General YouTube User Demographics
- 81% of U.S. adults say they will use YouTube in 2021, up 8% from 2019. (Pew Research)
- YouTube is the second most visited website in the world. (kit)
- YouTube accounts for more than 25% of total global mobile traffic. (sand rattan)
- YouTube has more than 200 million users, almost one-third of the entire Internet. (Media YouTube)
- In 2021, 36% of U.S. adults say they visit YouTube several times a day. (Pew Research)
- These 2+ billion users span more than 100 countries and use content in 80 different languages. (Media YouTube)
- 70% of viewers buy from brands after watching content on YouTube. (Google Ads)
- By 2022, 49.3% of YouTube viewing time will come from mobile devices. (e-marketer)
- YouTube is the top video streaming app, with the average user spending 23.2 hours watching content per month. (Apply Annie)
- The most popular YouTube video is Baby Shark Dance with 10.41 billion views. (Statista)
- YouTube TV ended the third quarter of 2020 with 3 million subscribers. (letter)
- In 2020, 70% of people use YouTube for exercise. (YouTube)
- Live streaming on YouTube grew 45% in the first half of 2020. (YouTube)
YouTube age demographics
- Millennials trust YouTube more than any other generation. (HubSpot Blog Research)
- 56% of Gen Z, 54% of Millennials, 48% of Gen X and 26% of Baby Boomers say they discover new products on YouTube most often. (HubSpot Blog Research)
- In 2021, 95% of U.S. adults ages 18 to 29 say they use YouTube (the highest percentage of the age population), compared with only 49% of U.S. adults over 65 who report using it. (Pew Research)
- As of 2022, 20.2% of YouTube ad audiences will be between the ages of 25 and 34 – the largest group – and 15.5% will be between the ages of 35 and 44. (kit)
- In 2020, 80% of U.S. parents with children 11 or younger said their children watched videos on YouTube, and 53% of those children used the platform daily. (Pew Research Center)
- 84% of parents who use YouTube or YouTube Kids agree that YouTube makes learning more fun for their children. (Oxford Economics)
YouTube gender demographics
Note that audience data for unidentified individuals in the binaries is not reported.
- 82% of U.S. adults who identify as male report using YouTube. (Pew Research)
- 80% of U.S. adults who identify as male say they use YouTube. (Pew Research)
- 45.8% of YouTube’s total ad audience is women. (kit)
- 54.2% of YouTube’s total ad audience is male. (kit)
- As of February 2021, 16.6% of YouTube website traffic came from the United States, 9.4% from India, and 4.9% from Japan. (Alex)
- YouTube has launched local versions of the platform in over 100 countries. (Media YouTube)
- 74% of U.S. adults living in rural areas, 81% in suburban areas, and 84% in urban areas report using YouTube. (Pew Research)
What different generations watch on YouTube
What Gen Z watches on YouTube
- According to a 2021 report, 83% of Gen Zers have used YouTube to watch soothing content that helps them relax. (YouTube)
- 85% of teens use YouTube, making it the most popular among teens. (Pew Research)
- 82% of Gen Z said they used YouTube to watch content that made them feel nostalgic. (YouTube)
Essentials for Video Marketers
According to the study, when Gen Z wants to relax or relive positive memories from the past, they turn to YouTube. If your target audience is Gen Z, entertainment content reigns supreme.
What millennials watch on YouTube
- YouTube reaches more millennials than all TV networks combined. (shelf)
- A 2022 report found that YouTube’s penetration rate among millennials will nearly double this year. (e-marketer)
- Millennials prefer to watch:
- Stay up-to-date with news and human interest stories
- Unboxing and product review videos influence consumption
- Quick and fun entertainment (shelf)
Essentials for Video Marketers
When millennials want to learn or have fun, they go to YouTube. Additionally, they go to the platform for inspiration, watching TV and learning about the news. If your target is millennials, news stories, product reviews, entertainment and inspirational content will win.
How to Target the Right Demographics on YouTube
While each generation may watch fairly similar content, it’s important to remember that the goals are different. For Gen X, it might be reminiscence, for baby boomers it might be time-saving, for millennials and Gen Z, it might be learning new things.
To properly target the right audience on YouTube, pay attention to the most popular categories and types of videos they watch on the platform.
Like all social networks, building a presence on YouTube requires understanding which Part of your audience is already there and what they’re watching.
Use these statistics to develop a YouTube marketing strategy to cater to your audience’s interests, increase revenue, and increase conversions.
Having this information makes it easier to create content that matches their interests, maximizes ROI and achieves general marketing success.
Editor’s Note: This article was originally published in April 2019 and has been updated for comprehensiveness.