5 Online Video Trends

5 Online Video Trends from Google to Inform your 2017 Media Plan

Posted on: October 21st, 2016

As marketers kick off 2017 planning, consumer preference for online video is higher than ever.

The list below shows that consumers are spending more time on more devices with more focus and passion for online video than ever.

Does online video deserve more of a role in your 2017 media plan as a result?

#1 MORE ONLINE VIDEO DURING PRIME-TIME

On mobile only, in an average week:

YouTube reaches more 18+ year olds during prime time TV hours than any cabal TV network.

#2 WATCHING ON MORE DEVICES AT ONCE

And for their favourite content, one screen isn’t enough.

85% of adults ages 18-49 use multiple devices at the same time.

Two-thirds of YouTube users watch YouTube on a second screen while watching TV at home.

#3 MORE FOCUS ON YOUTUBE

This means an ultra-engaged YouTube audience.

Half of 18-to 34-year-old YouTube subscribers would drop what they are doing to watch a new video by their favourite creator.

#4 MORE PASSION AMONG YOUNG VIEWERS 

The loyal viewership is driven by a particular passion among teens and millennials:

When asked the sources of video they couldn’t live without, teens’ top choice was YouTube.

4 in 10 millennials say they only trust YouTube for videos on causes they care about.

6 in 10 teen subscribers say a YouTube creator has changed their lives or how they see the world.

And they are making time for YouTube by watching less television than ever.

Teens watch 64% less TV than adults 35+.

Millennials watch 47% less TV than adults 35+.

#5 MORE OPPORTUNITIES TO REACH YOUR AUDIENCE

Viewers have added YouTube to their prime-time lineup. Reach more of them by adding it to yours:

Advertisers on prime-time broadcast TV could have reached 56% more 18-49 year-olds by also advertising on YouTube.

Source: Think with Google

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