Ruth McEntee, YouTube DMXDublin 2014 - Refreshing Your View of Video

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Published on

Ruth will be releasing some new research
to the market on how Irish YouTube users
watch, share and engage with online video
in 2014.

Published in: Marketing

Ruth McEntee, YouTube DMXDublin 2014 - Refreshing Your View of Video

  1. 1. Ruth Mc Entee YouTube, Ireland Refreshing your view of video in Ireland
  2. 2. AUDIENCE
  3. 3. YouTube users in Ireland are: Connected Social Valuable
  4. 4. Google Confidential and Proprietary 5 Google Confidential and Proprietary 5 YouTube Usage They visit YouTube regularly… 77% Of all YouTube users access YouTube at least weekly Connected
  5. 5. Google Confidential and Proprietary 6 Google Confidential and Proprietary 6 77% 88% 38% 35% 20% 21% 14% 12% 10% 10% 9% 17% 7% 40% 21% 18% 16% 16% 16% 17% 14% 9% YouTube Facebook TV network sites Twitter Netflix Instagram Pinterest Tumblr Vimeo Dailymotion Vine Weekly Less than weekly Website Usage …and YouTube is their #1 video destination 37% 38% 30% 28% 27% 24% 18% 78% 56% Connected
  6. 6. Google Confidential and Proprietary 7 9% 16% 24% 28% 34% 61% 38% 11% 17% 17% 18% 19% 39% 77% 37% 11% 6:00 am - 8:59 am 9:00 am - 11:59 am 12:00 pm - 1:59 pm 2:00 pm - 4:59 pm 5:00 pm - 6:59 pm 7:00 pm - 10:59 pm 11:00 pm - 1:59 am 2:00 am - 5:59 am YouTube TV Viewership across Dayparts 3 in 5 Irish users view YouTube videos during during workdays Connected 1 in 3 spend the same amount of time watching YouTube as TV in an average week
  7. 7. Google Confidential and Proprietary 8 Google Confidential and Proprietary 8 59% Less watching or attention (Net) 13% Stopped or downgraded cable/pay services (Net) YouTube is affecting how Irish people interact with other media say that TV is in the background while other devices are used as a first screen65% Connected
  8. 8. Google Confidential and Proprietary YouTube users actively share content share or re-share links post a comment or review on a blog, forum or message board 59% 58% 46% 63% share YouTube videos that they saw talk about what they saw on YouTube with their peers Source: YouTube Global Audience Study, IPSOS 2013 Social
  9. 9. Google Confidential and Proprietary 10 Google Confidential and Proprietary 10 Brands have an opportunity for engagement Social 58% Search for or watch more video
  10. 10. Google Confidential and Proprietary 11 Google Confidential and Proprietary 11 Attitudes about Brands YT users are brand curators and advocates 1.2X More likely to be brand advocates 1.9X More likely to be early adopters 1.6X More likely to be influential SocialValuable
  11. 11. 1. YouTube is a platform for passionate audiences that thrive on creativity and expression. 2. These audiences represent a unique mindset that we call Gen C. Gen C are a powerful force, on both culture and commerce fronts. 3. Brands can benefit by understanding Gen C motivations and engage with them on YouTube, as large proportion of them are brand advocates and loyalists. 4. Usage of YouTube among Gen C typically means weekly usage, with YouTube playing a central part in their lives. 5. Gen C access YouTube on multiple screens, from multiple locations and during multiple day parts. 6. Entertainment is at the core of YouTube usage, but Gen C engage more deeply with YouTube – pursuing passions, using it for “how- to” and connecting with others. 7. YouTube is valued above competitors for the creativity, community and variety of content options it supports. 8. Gen C’s engagement with YouTube has impacted their engagement with TV. TV serves as more of a background to their device and YouTube usage. Key TakeawaysCONTENT
  12. 12. Google Confidential and Proprietary 13 Google Confidential and Proprietary 13 Top 20 Genres Typically Viewed on YouTube 71% 55% 43% 43% 34% 33% 31% 28% 28% 27% 26% 25% 25% 22% 22% 21% 21% 21% 20% 20% Music videos Comedy How-to/DIY (do-it-yourself) videos Film previews, trailers and videos Live music (concerts) Food, cooking, and recipes Documentaries Technology, electronics and gadgets TV shows Pets and animals Short films Health, fitness and exercise Personal or home videos Full-length movies Cartoons and kids shows Beauty and fashion Gaming Product reviews and commentary Sporting events Celebrity news and entertainment Beyond entertainment content, How-To/DIY videos are popular among Irish YouTubers Source: Ispos MediaCT
  13. 13. Google Confidential and Proprietary 14 Google Confidential and Proprietary 14 Top 10 YouTube Videos 2013 in Ireland
  14. 14. Google Confidential and Proprietary 15 Google Confidential and Proprietary 15
  15. 15. Google Confidential and Proprietary 16 Google Confidential and Proprietary 16 Pancake Tuesday
  16. 16. ADVERTISE RS
  17. 17. Google Confidential and Proprietary 18 Google Confidential and Proprietary 18 YouTube users in Ireland are: Connected Social Valuable Reach Build Engage
  18. 18. Avinash Kaushik
  19. 19. Q&A

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