YOUTUBE AUDIENCE Proprietary + Confidential Greece · Proprietary + Confidential Net count of YT...
Transcript of YOUTUBE AUDIENCE Proprietary + Confidential Greece · Proprietary + Confidential Net count of YT...
YouTube 2016 GREECE
Proprietary + Confidential
YouTube 2016 GREECE
YOUTUBE AUDIENCE SURVEY 2016Greece
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YouTube Reach
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82%OF GREEK ONLINERS VISIT
YOUTUBE AT LEAST ONCE PER MONTH
YouTube has become mainstream
YouTube 2016 GREECE
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YouTube 2016 GREECE
is a frequently visited platform
Question asked: Q5 How often do you use <YouTube>? Base: YouTube users 16+, n=605
Source: Connected Consumer Study Study 2016,
FREQUENCY OF YOUTUBE USAGE AMONG YOUTUBE USERS
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61%
use YouTube
daily*
68%
of those even multiple times
per day**
YouTube is daily routine
YouTube 2016 GREECE
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YouTube 2016 GREECE
Say that is their preferred platform to watch online video
77%
YouTube is a key destination for online video
Question asked: Q8.1 What is your preferred website for online video content? Base: Private onliners 16+ who are asked to choose their preferred website among several competitors, n=866
Source: YouTube Audience Profiling Study 2016
YouTube 2016 GREECE
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YouTube 2016 GREECE
30%of online users between 25 and 44 years say they
watch YouTube more frequently than they watch
TV
Question asked: QIA2N How often do you use the following websites for personal reasons?, How often do you watch TV on a TV set?Base: Privat onliners 25-44 years, n=321
Source: Connected Consumer Study 2016
YouTube 2016 GREECE
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Question asked: How often do you use <YouTube> on <your smartphone>Base: YouTube users 16+, n=605
Source: Connected Consumer Study 2016
Many users access YouTube already via smartphone
OF YOUTUBE USERS ACCESS IT VIA SMARTPHONE56%
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Net count of YT users who share content via YouTube out of Q8 Q12.2, Q13 and Q15.3 Base: YouTube users 16+, n=1665
Source: YouTube Audience Profiling Study 2016
% of YouTube users accessing the platform to share content with others 59%
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YouTube 2016 GREECE
Motivations: YouTube and leisure
Question asked: Q13 What are your motivations to use YouTube? Base: YouTube users 16+, n=1665
Source: YouTube Audience Profiling Study 2016
To be entertained/ inspired
To relax / escape daily routine / my surroundings
To pursue a hobby / interest
To entertain my kids
82%
YOUTUBE HELPS USERS TO RELAX AND
TO FEEL ENTERTAINED
35% of parents access YouTube to entertain
their kids
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43%
OF YOUTUBE USERS ACCESS THE PLATFORM BECAUSE THEY FEEL
THAT THE CONTENT IS NOT AVAILABLE ELSEWHERE
YouTube is unique
YouTube 2016 GREECE
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49%USE YOUTUBE ALSO TO CATCH
UP WITH NEWS, TRENDS AND
YT STARS
27% TO CATCH UP ON MISSED TV
22% WATCH VIDEOS FROM MY YT STARS
16% TO STAY UP TO DATE
13% CATCH UP WITH HOT TOPICS
Question asked: Q13 What are your motivations to use YouTube? Base: YouTube users 16+, n=1665
Source: YouTube Audience Profiling Study 2016
YouTube 2016 GREECE
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Net count of YT users who share content via YouTube out of Q8 Q12.2, Q13 and Q15.3 Base: YouTube users 16+, n=1665
Source: YouTube Audience Profiling Study 2016
Motivations to use YouTube
TOP 3 MOTIVATIONS TO USE YOUTUBE
TO BE ENTERTAINED / INSPIRATION
TO ESCAPE ROUTINE / RELAX
TO PURSUE A HOBBY
OVERVIEW FOR ALL MOTIVES TO VISIT YOUTUBE
To be entertained / inspired
To relax / escape daily routine / my surroundings
To pursue a hobby / interest
To see something I can't find anywhere else
To learn something new
To get informed
To catch up on missed TV
To find information on products or services before shopping
To find out something / progress a task
To watch the latest videos from my favorite YouTube stars
To stay up to date / on top of trends
To upload a video
To entertain my kids
To catch up with news or hot topics
To find the latest offers of brands
To feel connected with people / communicate
YouTube 2016 GREECE
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YouTube 2016 GREECE
Question asked: Q12 Which of these types of videos did you watch on YouTube within the past month?Base: YouTube users 16+, n=1665
Source: YouTube Audience Profiling Study 2016
YouTube is accessed for many different types of content
Sports / Sport events
Technology, electronics and gadgets
Science and schooling
Crafts
Health, fitness and exercise
Music
How-to / DIY (do-it-yourself)
Movies
Food, cooking and recipes
Comedy
TOP 10 GENRES WATCHED ON YOUTUBE