This presentation examplifies YouTube's target audience by their use of market segmentation strategies.

1. YouTube’s diverse target
audience exemplified by the
market segmentation
strategies
By Ryan Johnson

2. 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.
Smaller
category:
Example
of
smaller
category
Link
to
that
example
on
YouTube

3. Age:
Gender:
Education:
h=ps://www.youtube.com/channel/UC3KknIJZXRygH2pZ6MDtGbg
(Kyds
tv,
2013)
h=ps://www.youtube.com/user/harperteen
(HarperTeen,
2006)
Kids
Demographical: The most traditional market
segmentation strategy and is divided by
several factual traits (Kokemuller, 2014).
Teens
Adults
h=ps://www.youtube.com/watch?v=dOpNhgoVLTM
(Un
Unitar,
2011)
Males
h=ps://www.youtube.com/watch?v=fJV1kZM4iHg
(Benne=,
2013)
Females
h=ps://www.youtube.com/channel/UCZ90tZPn-­‐ue2BmRAcDD88tA
(MakeupbyMandy24,
January
3,
2010)
h=ps://www.youtube.com/watch?v=RM8IziPUNHQ
(CRMendinburgh,
December
18,
2012)
University
High
school
h=ps://www.youtube.com/watch?v=8MAkiAUYAzM
(Vonwynn,
March
7,
2012)

4. 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.
Local:
Regional:
National:
Town
h=ps://www.youtube.com/watch?v=zDfCk_GlRoI
(WA
Health,
October
31,
2013)
h=ps://www.youtube.com/watch?v=WrX7q-­‐a9b2M
(HeatherVlogs,
June
27,
2011)
State
h=ps://www.youtube.com/watch?v=zDMXqnpQeOY
(Russian
Hockey
Videos,
May
25,
2014)
Country

5. Psychographic: This category can be
described as the popular interests, lifestyles
or beliefs that people share with each other.
Religion:
Food
preference:
Chrisjanity
Muslim
Vegan
Omnivorous
h=ps://www.youtube.com/channel/UCE20YwgaQZZv1onwIbxF8gw
(By
Faith,
May
5,
2006)
h=ps://www.youtube.com/channel/UCIuUOdkiW3uUD3ITS5PCK_A
(TheDailyReminder,
December
4,
2011)
h=ps://www.youtube.com/channel/UCNuOiqsFU1BnJij46VMjeNg
(Vegancookingwithlove,
March
12,
2010)
h=ps://www.youtube.com/watch?v=AmC9SmCBUj4
(HodderBooks,
November
12,
2012)

6. 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
(Kokemuller, 2014).
h=ps://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
compejjons.

7. 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
specific audience.
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

8. References
Bennett, R. (2013, January 28). How To Attract Women Tips for Men - Learning Skill for Attracting Women. (video file). Retrieved
from https://www.youtube.com/watch?v=fJV1kZM4iHg
By Faith. (2006, May 5). By Faith channel. (video file). Retrieved from
https://www.youtube.com/channel/UCE20YwgaQZZv1onwIbxF8gw
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
https://www.youtube.com/watch?v=WrX7q-a9b2M.
Hodderbooks. (2012, November 12). Gordon Ramsay: How to Cook the Perfect Steak. (video file). Retrieved from
https://www.youtube.com/watch?v=AmC9SmCBUj4
Kokemuller, N. (2014). Difference Between Stereotyping & Market Segmentation. [web log post]. Retrieved from
http://smallbusiness.chron.com/difference-between-stereotyping-market-segmentation-16570.html
Kyds tv. (2013, July 12). Kids channel. (video file). Retrieved from
https://www.youtube.com/channel/UC3KknIJZXRygH2pZ6MDtGbg
Machinima. (2006). Machinima channel. (video file). Retrieved from https://www.youtube.com/user/machinima
MakeupByMandy24. (2010, January 3). MakeupByMandy24 channel. (video file). Retrieved from
https://www.youtube.com/channel/UCZ90tZPn-ue2BmRAcDD88tA
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
https://www.youtube.com/channel/UCIuUOdkiW3uUD3ITS5PCK_A
Un Unitar. (2011, August 11). Adult learning and training -- Presentation by Bryan Hopkins. (video file). Retrieved from
https://www.youtube.com/watch?v=dOpNhgoVLTM
Vegancookingwithlove. (2010, March 12). Vegancookingwithlove channel. (video file). Retrieved from
https://www.youtube.com/channel/UCNuOiqsFU1BnJij46VMjeNg
Vonwynn. (2012, March 7). Stuff High School Students Say. (video file) Retrieved from
https://www.youtube.com/watch?v=8MAkiAUYAzM
WA Health. (2013, October 31). Busselton Health Campus First Anniversary of Construction. (video file). Retrieved from
https://www.youtube.com/watch?v=zDfCk_GlRoI