YouTube’s diverse target
audience exemplified by the
By Ryan Johnson
This page will provide an example of how this YouTube’s target
audience will be exemplified. The large, red writing represents the
larger group (demographic, geographic, behavioristic and
psychographic) of the segmentation (Kokemuller, 2014). This is
followed by a description of each larger group. Down the page on the
far left are the smaller categories of the larger group and next to
these are examples of each smaller category. This will be followed by
a white box with a link in it to take you to the example on how
YouTube appeals to each category. Below is an example of this.
Larger group: Description of the larger group.
Link to that example on YouTube
https://www.youtube.com/channel/UC3KknIJZXRygH2pZ6MDtGbg (Kyds tv, 2013)
https://www.youtube.com/user/harperteen (HarperTeen, 2006)
Demographical: The most traditional market
segmentation strategy and is divided by
several factual traits (Kokemuller, 2014).
Adults https://www.youtube.com/watch?v=dOpNhgoVLTM (Un Unitar, 2011)
Males https://www.youtube.com/watch?v=fJV1kZM4iHg (Bennett, 2013)
Females https://www.youtube.com/channel/UCZ90tZPn-ue2BmRAcDD88tA (MakeupbyMandy24,
January 3, 2010)
https://www.youtube.com/watch?v=RM8IziPUNHQ (CRMendinburgh, December 18,
High school https://www.youtube.com/watch?v=8MAkiAUYAzM (Vonwynn, March 7, 2012)
Geographical: This happens when the seller’s
market is limited to sell their product in a certain
place or area. This may appeal to a local town, state
wide or even on a national level.
Town https://www.youtube.com/watch?v=zDfCk_GlRoI (WA Health, October 31, 2013)
https://www.youtube.com/watch?v=WrX7q-a9b2M (HeatherVlogs, June 27,
https://www.youtube.com/watch?v=zDMXqnpQeOY (Russian Hockey Videos,
May 25, 2014)
Psychographic: This category can be
described as the popular interests, lifestyles
or beliefs that people share with each other.
https://www.youtube.com/channel/UCE20YwgaQZZv1onwIbxF8gw (By Faith,
May 5, 2006)
(TheDailyReminder, December 4, 2011)
(Vegancookingwithlove, March 12, 2010)
November 12, 2012)
Behavioristic: The beneficial factors for people to
use the product or watch the video. This could
include what will the target audience learn next
week, what will they get if they get the product or
watch the video or what happens if you use or watch
the product or video for a certain period of time
https://www.youtube.com/user/machinima (Machinima, 2006)
In this example, the channel, Machinima, gives prizes such as fan
art, t-shirts and games to their subscribers when they enter
So you may be asking yourself what does this all mean?
Well, allow me to explain. The previous slides conclude that YouTube
uses all of the market segmentation strategies to appeal to every type of
target audience. Now of course I have not mentioned anywhere near the
total number of target audience examples within each of the four
strategies as there are to many to count. Many markets use a combination
of different target audience examples to even further pin point their
What I have done is provided some of the most prominent with
examples of how the content of YouTube relates to that target audience.
This clearly displays that YouTube is for everyone!
No matter where you live, what you do, how old you
are or even what food you eat, something on YouTube
Bennett, R. (2013, January 28). How To Attract Women Tips for Men - Learning Skill for Attracting Women. (video file). Retrieved
By Faith. (2006, May 5). By Faith channel. (video file). Retrieved from
CRMendinburgh. (2012, December 18). PhD training programme at the MRC Centre for Regenerative medicine. (video file).
Retrieved from https://www.youtube.com/watch?v=RM8IziPUNHQ
HarperTeen. (2006, April 13). HarperTeenChannel. (video file).Retrieved from https://www.youtube.com/user/harperteen
HeatherVlogs. (2011, June 26). THE REAL LOUISIANA LIFE! How Youtube Changed Our Lives. (video file). Retrieved from
Hodderbooks. (2012, November 12). Gordon Ramsay: How to Cook the Perfect Steak. (video file). Retrieved from
Kokemuller, N. (2014). Difference Between Stereotyping & Market Segmentation. [web log post]. Retrieved from
Kyds tv. (2013, July 12). Kids channel. (video file). Retrieved
Machinima. (2006). Machinima channel. (video file). Retrieved from https://www.youtube.com/user/machinima
MakeupByMandy24. (2010, January 3). MakeupByMandy24 channel. (video file). Retrieved from
Russian Hockey Videos. (2014, May 25). Россия - Финляндия 5:2 █ финал ЧМ 2014 █ Final RUSSIA - FINLAND IIHF WC. (video
file). Retrieved from https://www.youtube.com/watch?v=zDMXqnpQeOY
TheDailyReminder. (2011, December 4). TheDailyReminder channel. (video file). Retrieved from
Un Unitar. (2011, August 11). Adult learning and training -- Presentation by Bryan Hopkins. (video file). Retrieved from
Vegancookingwithlove. (2010, March 12). Vegancookingwithlove channel. (video file). Retrieved from
Vonwynn. (2012, March 7). Stuff High School Students Say. (video file) Retrieved from
WA Health. (2013, October 31). Busselton Health Campus First Anniversary of Construction. (video file). Retrieved from
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