YouTube Media and Audience study

YouTube has completed a study that offers detailed media consumption, demographic and lifestyle profiling of its audience - versus the Internet population - alongside measured YouTube reach data from clickstream tracking. The study helps media planners evaluate whether YouTube can efficiently deliver the right target audiences for their clients' campaigns.

The study, produced in partnership with TNS, uniquely combines survey responses and clickstream tracking data from an opt-in panel of 1673 Internet users in the UK. (The study was also carried out with similar sample sizes in France and Germany).

Some key findings from the study:

• YouTube's weekly reach (34%) is comparable to major TV channels in the UK such as SkyOne
• Weekly reach is higher amongst certain target audiences, such as affluent young males (54%)
• YouTube users (particularly heavy YouTube users) are more likely to be light TV viewers than average
• YouTube reaches a broad spectrum of audiences
• YouTube delivers its audiences spread right across the day, not just during traditional TV hours

The combination of the above factors mean that YouTube is a good place to look to extend the reach of heavy-weight TV campaigns. Furthermore, the YouTube audience matches the online population in it's propensity to consume; a YouTuber is just as likely to take out a mortgage, buy a car, purchase a flight, buy a phone or a laptop or start a gym membership.

Finally, the study also helps to validate the viral benefits of being on YouTube; with YouTube users much more likely to talk about products and brands.

Posted by Anna De Paula Hanika, Market Insights Team