50 Interesting YouTube Stats You Need to Know This Year

As the perfect mixture of hosting service, social network, and content streaming site, YouTube is simply second to none when it comes to the sheer volume of video content consumption worldwide. The latest YouTube stats back it up —but what else do they have to say?

I know YouTube might initially seem like scary uncharted territory because of that perfect storm of diverse content, staggeringly massive user base, and markedly low entry requirements, and the hard data regarding the platform might look even more daunting. But astute marketers and agile businesses need to capitalize on this to its full extent if they want their online video marketing strategies to bear fruit.

Now, with that in mind, I took the opportunity to put together a selection of 50 key YouTube stats I feel everyone should have on their radar to be able to make the most of the platform’s potential. Let me show you what they mean for you.

1. YouTube Has 2.7 Billion Active Users per Month

Sporting the astonishing number of 2.7 billion active users, YouTube has taken advantage of its variety of content to position itself as a go-to destination for people looking for videos on virtually any topic online.

2. YouTube Is the Second Most Popular Search Engine

One of the most critical insights about this platform I regularly see overlooked by most businesses and marketers looking to tap into its potential is the fact that YouTube is, first and foremost, a massive search engine. In fact, YouTube stats reveal it’s the second most prominent search engine out there after Google and the third most popular app after Google and Facebook.

3. Over 1 Billion Hours of Video Are Watched on YouTube Every Day

Another huge advantage YouTube offers for anyone looking to make use of its marketing potential resides in how willing its user base is to watch content. It’s been found that over 1 billion hours of video are watched every day by YouTube viewers. After some simple math, we could reach the conclusion that each user watches an average of approximately 0.37 hours of video a day.

This simple but powerful YouTube stat clearly depicts how the platform provides ample opportunities for your audience to come across your content and actually watch it, ultimately expanding your reach.

4. There Are Over 113.9 Million YouTube Channels

With so many users actively engaging with the platform, you might wonder how many of them have their own channel they upload content to. Well, YouTube channel stats show that the platform has more than 113.9 million active channels.

5. Over 100 Million People Pay for YouTube

After a decade since the launch of YouTube Premium and YouTube music, the platform has amassed over 100 million paying subscribers. This is quite an impressive number, but it’s not really surprising: the benefits of unlimited downloads for offline viewing, ad-free streaming, and original content make the subscription a very attractive choice for all video lovers!

6. YouTube Received Over 98 Billion Visits on Mobile Devices

Another easily dismissed but equally critical piece of information is that, in December 2023, YouTube recorded 98 billion visits on mobile. Do you know how many visits were on desktop devices? A bit over 8 billion visits —quite the gap between these two YouTube stats, don’t you think?

Through smart UX-oriented design and a robust mobile app, the company is aware of and on top of the mobile-only crowd and makes sure to cater to their needs to keep the numbers growing.

7. YouTube Shorts Average 70 Billion Daily Views

In 2021, YouTube launched YouTube Shorts, a feature on the platform focused solely on vertical videos that are 60 seconds long, or less. This might sound familiar, as there are plenty of social channels that offer short-form content as well, but unlike them, YouTube Shorts doesn’t take the pieces down after 24 hours.

Maybe it’s because of that that YouTube Shorts is now averaging over 70 billion daily views. And to encourage creators to keep making that kind of content, the platform is launching creators’ funds and developing new tools to make it easier for users to leverage Shorts.

8. Around 54% of YouTube Users Are Millennials

While Generation Z isn’t quite there yet to be the next focus demographic of most marketing campaigns, we’re getting there. After all, they’re aged between 12 and 27 now. So, while we’re waiting for them to become a bit older, the ability to engage Millennials continues to be a fundamental piece in almost every marketing effort. In this regard, YouTube doesn’t disappoint.

About 54.3% of YouTube users worldwide are aged between 18 and 34 years old. So, if your target audience falls within that demographic, you can’t afford to ignore the potential all these YouTube stats suggest.

9. Users Spend 28 Hours per Month on The YouTube App

The latest YouTube stats tell us that the average user spends around 28 hours per month on the YouTube app. As the app usage becomes more and more popular, optimizing your videos for mobile becomes paramount if you want to give your audience the best viewing experience possible across all devices.

10. TrueView Ads Are 10 Times More Likely to Drive Engagement

A few weeks ago, thinkwithGoogle.com released a report packed with YouTube stats related to ads. It seems that TrueView Ads, YouTube’s ad format, are 10x more likely to drive engagement on the advertiser’s channel. This means that viewers are more likely to visit or subscribe to a brand channel, watch more of their content, or share the brand’s video after watching an ad.

In the same report, it was revealed that the secret to effective TrueView ads is to tailor them specifically for YouTube, rather than repurposing TV ads. Another interesting fact is that the most popular ads were all more than a minute long! Time to start working on a solid video strategy for YouTube focused on creative, visually attractive content to drive user engagement, don’t you think?

11. Music Videos Are The Most Popular Video Content

As you’ve probably guessed, music videos and entertainment content are the most popular types of video on YouTube, making up 49.7% and 35.3% of internet users worldwide reporting watching one of these videos online each week.

However, YouTube is also one of the prime places people go to understand and figure out things online. That’s why How-To videos and educational pieces have also become a prominent type of digital content on the platform, with 25.7% and 25.6% of users watching these types of content weekly.

These YouTube stats are a clear indication of a demand that most businesses with solid video marketing plans should be capitalizing on.

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12. YouTube Is The Most Popular Free Video Sharing Platform

Pipe Sandler recently released the results of their regular survey of teens’ preferences, and it revealed that in spite of many available alternatives to consume video content online, YouTube is still the preferred free online video provider across all generations.

You were probably expecting TikTok to be at the top of the list, huh? Well, YouTube stats suggest that 82% of Gen Z adults, 78% of Millenials, 70% of Gen X, and 52% of Baby Boomers claim to use YouTube daily. However, only 67% of Gen Z adults, 41% of Millenials, 20% of Gen X, and 7% of Baby Boomers look to TikTok for video content. Nothing short of impressive, in my opinion.

13. 52% of YouTube Users Have Watched A VTuber

Lately, it seems we can’t stop hearing about new developments regarding Artificial Intelligence (AI). While YouTube is no stranger to it either, it might come as a surprise that 52% of people surveyed in the latest YouTube Culture & Trends Report say they watched a VTuber (that is, a virtual YouTuber or influencer) at least once in the past 12 months.

This not only means that AI is expanding creativity and opening up new possibilities for both content creators and brands, but also that viewers are quite open to this innovation and even already watching videos made with AI.

14. More Than Half of Search Results Are YouTube Videos

As you might’ve already noticed, video content has been particularly prevalent in search results these past few years. To put it in real numbers, 62% of search results on Google include videos, and 80% of those are hosted on YouTube. So, it’s not just people who love video content, but algorithms as well!

But for those algorithms to find your content, you need to optimize it for search queries by incorporating relevant keywords, tags, and relevant information into your video titles and descriptions. You can also drive organic traffic to your website by including links to your site or a specific landing page within the video description and annotations.

15. Viewers Are Twice More Likely to Buy Something They Saw on YouTube

YouTube’s potential is so vast, that businesses who still haven’t tapped into it are definitely missing out on a huge opportunity. It’s a well-known fact that video content can captivate audiences and influence purchasing decisions, and that holds true for YouTube, where viewers are 2x more likely to buy something they saw in a video.

16. 88% of Marketers Use YouTube to Upload Content

After this extensive analysis, it should come as no surprise that out of all the social media platforms available to us today, YouTube is the go-to for 88% of marketers who want to upload videos.

This YouTube stat is both good and bad news. On the bright side, it means that promotional content will have its own place in the video streaming platform. On the other hand, however, it also means that competition is only gonna become fiercer. 

But this shouldn’t be too much of a worry because if you focus on creating effective videos that your audience will relate to and find appealing, you’ll easily stand out among others. Just don’t forget to keep an eye on your YouTube analytics to determine what’s working and what could be improved.

17. More Than Half of YouTube Users Are Male

Although the platform is hugely popular among all genders, and usage varies depending on age, the overall stats show that 54.4 of YouTube users are male, while 45.6% are female. Of course, these numbers don’t take into account people who don’t identify with the gender binary, but they give us a glimpse into the average user base.

18. You Need at Least 1,000 Subscribers to Apply for Monetization

Ever since YouTube started paying for views, people started believing they could become rich by uploading videos… Unfortunately, YouTube actually pays per ad view rather than video view. What’s more, you can apply for monetization once you hit 1,000 subscribers and 4,000 watch hours over the past year.

19. YouTube Pays $18 per 1,000 Ad Views

While there are not official YouTube stats about it, it’s been estimated that creators can expect to receive about $0.018 a view, or, in other words, $18 per 1,000 ad views.

20. The Most Popular YouTube Channel Has More than 250 Million Subs

The biggest YouTube channel in the world is currently T-Series, with 258 million subscribers, followed by MrBeast with 236 million, and Cocomelon with 171 million channel subscribers.

21. People Spend 46 Minutes per Day Watching YouTube Videos

Another set of YouTube stats shows that users spend 46 minutes a day watching videos. In 2019, this rate was 39.7 minutes per day, but that same study has found that from that point forward, and with a small push from the COVID-19 pandemic, YouTube’s usage has been growing annually by 5.2%.

22. 51% of YouTube Users Plan to Spend More Time on The Platform

Besides counting on a large audience, the diverse content options available on YouTube keep people wanting more. A study from The Sprout Social Index indicated that 51% of users intended to spend more time on YouTube this year. That is more than half of their current audience. So, we may be seeing that average daily time grow even more!

23. Mobile YouTube Users Visit Almost Twice as Many Pages as Desktop Users

It’s been noted that users who access YouTube with their phone visit an average of 4.63 pages per session, while desktop users have recorded only 2.84 pages per visit. This is two times more videos watched than on other options!

Following these YouTube statistics, we can easily gauge the behavior of mobile users: besides spending the most time on the app, they tend to scroll around the most, visiting as many pages and watching as many videos as possible.

24. Younger Women Watch More YouTube Videos than Men

Besides Millennials, the YouTube demographic is made up mostly of men. But just like Instagram and TikTok, their younger audiences are mostly female. From ages 13 to 24, 26% of videos are watched by women, while men make up only 22%. This shows that in the future, the platform’s demographic is probably going to change, with female users taking the lead.

25. The US Drives The Most YouTube Traffic Worldwide

The United States is the biggest contributor to YouTube traffic: 15.69% of worldwide traffic comes from the US, followed by South Korea (7.83%) and India (7.26%). If you’re a business owner who wants to tap into the US market, then this is great news! Leverage the platform to find your target audience through amazing video content.

26. 66% of All YouTube Content Is Made in English.

It makes sense to hear that for this California-based company, videos in its native language lead the top 250: 66% of the content from YouTube’s best channels is produced in English. Only 15% of the videos are in Spanish, and 7% in Portuguese.

So no matter what language the content you produce is in, English subtitles are something you should consider adding.

27. Long-Form Video Content Is Popular Among Gen Z

We’re in the age of shorter attention spans and bite-size content, but what this shows us is that younger audiences are willing to stay put to learn and get informed on a topic they’re interested in, love, or feel attracted to.

A new 2022 Ipsos survey of thousands of Gen Z respondents reveals that this generation likes to consume long video content, as long as it covers topics they’re attracted to.

28. Personally Relevant Content Is More Important than Popular Content for 65% of Gen Z

A study conducted by Google with Omnicom Media Group revealed that video viewers want content that relates to their passions. 65% of Gen Z agree that content that’s personally relevant to them is more important than the content that lots of other people talk about.

Following these YouTube stats, we can see that personalization and specialization have become crucial to attracting viewers who are looking for specific knowledge and are not only guided by popularity.

29. 85% of YouTube Users Have Watched Live Streams

Another way for users to feel more connected with creators is through live streams. 85% of YouTube users have watched at least one real-time broadcast over the past 12 months. Livestreams allow viewers to bond with other people and feel closer to them.

These YouTube stats show us that the way people consume videos is changing, and live streams and other forms of connecting with your audience in a direct way are going to become fundamental going forward.

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30. Users Have Watched 1.17 Billion Hours of Gaming Content

In 2020, viewers spent 100 billion hours watching gaming content on YouTube, making it the biggest year for these types of videos. But since then, the numbers have only gone down. In 2022, YouTube Gaming Live generated around 1.17 billion hours of content watched. This represents a four percent decrease from the same quarter of the previous year.  

Reasons for the drop can be attributed to Twitch, the new streaming platform that has made a large number of users migrate. But if you’re a game company, worry not: to this day, some of the most popular channels are from gamers like PewDiePie. Just try to keep an eye on how those YouTube stats evolve.

31. 82% of YouTube Users Have Watched Educational Content

YouTube statistics show that this platform has more educational videos than the Library of Congress has books. (I know, crazy, right?)

Having become one of the biggest sources of information in the world, users take advantage of this platform to learn new skills, educate themselves, and find tutorials on certain tasks. In fact, 82% of users said they watch videos that help them learn how to do something at least once a month or even more often.

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32. More than Half of Search Terms Are Related to Music

Analyzing users’ search activity, we can see that music is one of the most important types of content for audiences. 11 of the top 20 search terms in the past year related directly to music, be it song trailers, music videos, or an artist’s content. At the same time, the platform’s most-subscribed channels and most viewed videos are of the same genre.

Times may change, but YouTube stats reveal that every generation uses this platform to listen to music.

33. 70% of Content Watched Is Determined by YouTube’s AI

Algorithms shape the information billions of people consume. But in the case of YouTube, we get to put it in numbers: 70% of what people watch is determined by their AI.

Unlike Instagram, organic reach seems to be far from dead here. By optimizing your video content with SEO tips, and staying up-to-date with algorithm changes, you can optimize your videos to reach wider audiences without having to invest in paid ads.

34. The Ideal Marketing Video Length Is under 10 Minutes

When it comes to sharing marketing videos on YouTube, 96% of professionals seem to believe under 10 minutes is the ideal length. Although placing a limit may be useful, I believe that the length of your video depends largely on the type of video you’re making and what your objectives are.

That’s what gives me the best results!

35. The Average Engagement Rate Is 3.47%

Unlike most social platforms, where engagement rates start decreasing as the follower count grows, according to YouTube stats, the average engagement rate for influencer’s channels on this platform with over 1 million followers is 3.47%. Meanwhile, creators with only 1,000 to 5,000 followers register rates of only 1.9%.

Still, before collaboration with any influencer, measure their engagement rates, and they decide if it’s worth it or not.

36. 75% of Users Have Increased Brand Awareness through YouTube Ads

A survey hosted by Think With Google revealed that 75% of users say advertising in YouTube videos makes them more aware of new brands or products, while 70% of them say they bought from a brand as a result of seeing it on a sales video.

In the online shopping journey, video has become the first stop. Before making a purchase decision, customers like to search online, watch reviews of the products, and see real-life images of the quality and how to use them.

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37. 59% of Users Think YouTube Ads Are More Relevant than Other Ads

If you’re still unsure about advertising on YouTube, then the latest stats will definitely steer you in the right direction. 59% of users say that YouTube Ads are more relevant than TV ads or ads in other streaming sites, thanks to the platform’s fine-tuned targeting algorithms that show highly tailored content to users according to their needs and likes.

38. Dedicated Ads Get The Most Watch Time

When it comes to influencer marketing, advertisers seem to prefer content that subtly integrates the products, but viewers prefer videos that are fully dedicated to a product.

These types of dedicated promotions achieve the most watch time from users, with an average of 1,187 seconds. Meanwhile, product videos where it’s subtly integrated into the content are left in second place at just 82 seconds.

Once again, what marketers prefer isn’t always what gives the best results, and you should try to give viewers what they want. Thankfully, keeping an eye on YouTube statistics can give us new, more effective insights.

39. Video Experiments Can Lead to 60% Higher Ad Recall

Advertisers who used Video Experiments to play around saw their ad recall increase by 60%. That’s why Google encourages publicists to conceive of every campaign as an experiment: see what is working and what isn’t, what you learn, what new questions arise, and what needs to be optimized.

Experimental mindsets won’t hinder you and will pay off in the long run.

40. Vertical Videos Increase Views by 31%

In comparison to landscape assets, using vertical videos increases view rate by 31%. The takeaway from these YouTube statistics is that optimizing for mobile viewing and tailoring content to consumption preferences can result in noticeable improvements in results for marketers.

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41. YouTube Is The Second Most Effective Platform for B2C Marketers

Although coming in fourth as the most used social media platform by B2C marketers, research shows that YouTube is considered the second most effective organic social media platform for content marketing, right after LinkedIn. In fact, 41% of marketers rated it as either “Extremely Effective” or “Very Effective”, which goes to show how powerful the video giant can be to distribute your content and get great results.

42. YouTube Is The Most Popular Social Media Platform Among US Users

If you had to guess which social media platform is the most popular in the US right now, you’d probably say TikTok or Instagram, right? Well, guess what: YouTube is the most popular social platform, followed by Facebook, Instagram, and Pinterest. This is another YouTube stat that emphasizes the importance of leveraging the platform if your target audience is based in the United States!

43. 90% of YouTube’s US Users Are College Graduates

This piece of info is particularly useful to fine-tune your YouTube strategy according to demographics: 90% of American YouTube users identify as having achieved a college degree or even higher education, so we can start to imagine the average user —a Millennial college graduate, with slightly higher chances of being male.

44. YouTube Is the No. 1 Platform Consumers Use to Research Products

According to a survey, YouTube is the go-to platform viewers use to research a brand, products, or make a purchase decision. This goes to show how important it is for your business to invest in product videos and presentation pieces about your brand, so your target audience can find you in the very place they choose to research their next purchase.

45. Ad Campaigns that Leverage Two or More Video Formats Are More Likely to Increase Ad Recall and Brand Awareness

As more formats become available, such as Stories, long-form and short-form content, live streams, and more, people enjoy watching their favorite brands and creators on all of them. That’s why YouTube stats show that ad campaigns that used two or more video formats are more likely to enhance brand awareness and ad recall than those campaigns that only took advantage of a single video format. Take full advantage of all that YouTube has to offer, and upload your ads wherever possible!

46. Creators Receive 55% of the Revenue Generated by Their Content

If you’re thinking of becoming a content creator, I have good news for you: channels take home 55% of the revenue they generate —so, if you generate $1,000 in ad revenue, you’ll get $550. Of course, keep in mind that in order to earn money from YouTube you must get ad views, since “regular” views don’t count toward monetization.

47. Videos Related to AI Have Gathered over 1.7 Billion Views

In the past year, videos related to AI or made using AI got over 1.7 billion views —this not only reflects its huge popularity, but also that jumping on trends and making videos about the topics that are all the rage at the moment can highly increase your reach and engagement metrics with no extra effort.

48. AI-Powered Video Campaigns on YouTube Increased Sales by 111%

In comparison with manual ones, advertising campaigns that used AI had 111% incremental sales, 13% more new buyer sales, and saw 3.7x ROAS. This goes to show you don’t need to spend all your time and energy maintaining your ad campaigns; new technologies are here to make your life easier and see even better results than ever before.

49. Almost 59% of US Adults Watched Health-Related YouTube Videos

If you’re part of the healthcare industry, then there’s no better moment to start investing in video content than now: the latest YouTube stats show that 58.9% of US adults have used YouTube to watch health-related content. In an era where misinformation is becoming more and more common, it’s best to be a spokesperson for your niche and share knowledge as an authoritative voice of the health world through video.

50. Automatic YouTube Captions Have Around 70% Accuracy

Lastly, let’s take a look at what YouTube stats say about automatic captions, a feature that most users try to take advantage of: they only have about 60-70% accuracy, which means that you shouldn’t trust them blindly with your content. Instead, try to transcribe and upload your own captions, so viewers who are hard of hearing or whose first language isn’t English can still enjoy your videos!

How to Make the Most Out of YouTube Stats

After reading all these YouTube channel stats, you’re probably wondering how to take full advantage of them.

Well, the very first step should be creating a channel for your brand! If you’ve already invested in marketing videos before, then you can upload them there so your audience can start finding you on YouTube.

Afterward, you can keep making content specifically tailored to your YouTube audience. You can analyze your audience demographics and ask questions to create the type of videos they would love to see.

And let’s not forget about YouTube ads! As you have read in the stats above, these ads are favored above all other video advertisements, so you should make the most out of YouTube’s tailored targeting algorithms and create ad campaigns that are bound to reach your target audience exactly when and where you want them to.

You Can Count On Yum Yum Videos for All Your Video Marketing Needs!

Before I say goodbye, let me tell you a bit more about our explainer video company and how we like to work.

Here at Yum Yum Videos we’ve been working hard in this industry for over a decade, which has allowed us to assemble a professional team with the skills and passion to produce fully customized, effective explainer videos that can bring your message to life.

And you know what our secret is? 😉 A solid compromise for genuinely listening to our client’s needs and goals. 

With your marketing objectives guiding our process, we can tailor each and every piece we work on so they fit your brand and your tone perfectly and resonate with your audience. No matter what niche you’re in, our unique videos can help you tackle even the most complex or abstract concepts to convey your message effectively. But don’t just take my word for it —hear what our clients have to say about working with us!

Our No. 1 priority will always be to create highly tailored, captivating videos for our clients that perfectly match their needs and goals. We go through a very strict video production process with multiple quality checks throughout, ensuring that the final piece is up to the highest industry standards. Additionally, our set pricing and deadlines mean that you’ll know how much your video will cost and when it’ll be ready right from the beginning 😉.

So, if you’re ready to get that awesome video for your company, send us a message, and let’s talk about it!

Wrapping Up

Let’s do a quick recap… YouTube boasts over 2.7 billion active monthly users, with an average of 28 hours per month spent on the platform. What’s more, the vast majority of viewers report that they turn to YouTube to research brands and products before making a purchase decision!

What does all this mean? Well, that no business can afford to ignore YouTube as part of their content strategy. No matter your industry or your audience demographics, YouTube has become an essential partner for all brands out there, so don’t miss the chance to take full advantage of this platform and allow your business to reach new heights.

Far from just stating facts, all these stats reveal clear trends in user preferences, which provide clear indicators for marketers and businesses alike on where to take their strategies. But if you’re feeling a bit lost, you can always enlist the help of a video marketing agency to develop the most adequate content for your specific kind of audience.