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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.

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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

youtube demographics: 81% of US adults say they use YouTube, up 8% from 2019

  • 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

YouTube Demographics: YouTube nearly doubled penetration among millennials this year.

YouTube gender demographics

Note that audience data for unidentified individuals in the binaries is not reported.

YouTube Geo-Demographics

What different generations watch on YouTube

What Gen Z watches on YouTube

youtube demographics: 83% of Gen Z have used YouTube to watch soothing content that helps them relax.

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 demographics: millennials trust YouTube more than any other generation

  • 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.

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