Marketing on YouTube isn't just about churning out videos and hoping for views. You need to have a solid understanding of the platform and its users to know what to create. The latest YouTube stats will give you the insight and understanding you need to successfully market on the platform.
To help you better understand the YouTube platform, we've compiled some of the most important social media statistics about YouTube. Let's take a look.
YouTube Data and Channel Statistics
Before we get into general YouTube stats, let's get personal. If you currently manage your presence on the YouTube platform, you can use YouTube Analytics to see your channel stats. (And if you don't have a brand account on YouTube, now's a great time to create one.)
To access your YouTube analytics tool, visit studio.youtube.com or click on your profile icon and selectYouTube Studio.”
Once you enter YouTube Studio,analysis” will take you to YouTube performance analytics. There are several reports available, but if you just want a general overview of your channel's performance, Channel Overview Report.
of Channel Overview Report You can see graphs of views, watch time, and subscribers over time. Consistency is key on social media, and if you update your channel regularly, you should see it grow over time.
If you notice a drop, check out these creative approaches to promoting your YouTube channel.
YouTube usage statistics
Understanding how people use YouTube can help you determine if it's a worthwhile investment. The number of people using the platform, the amount of time they spend, etc., give you an idea of YouTube's standing among social media users.
1. YouTube has 2.49 billion monthly active users
According to the Digital 2024 Global Overview Report, YouTube has a total potential advertising reach of 2.49 billion users, half of the 5.04 billion social media users worldwide, making YouTube the second most used social platform, which tells us how popular the platform is among social media users.
2. YouTube has reached 100 million paid subscribers
The number of people paying for the platform's music and premium services is growing: according to the latest YouTube user statistics, the platform now has 100 million paying subscribers.
3. People spend 48.7 minutes on YouTube every day
The average daily time spent watching YouTube videos is 48.7 minutes and people will be spending more time watching YouTube videos in 2024. This indicates an increase in YouTube engagement, making this platform perfect for attracting your target audience.
4. Viewers watch 1 billion hours of YouTube videos on their TVs every day
Similarly, our internal data shows that YouTube viewers watch an average of 1 billion hours of content on their TVs every day, so we need to focus on creating high-definition videos that are suitable for TV viewing.
5. The average user spends more than 28 hours on the YouTube app.
According to the Digital 2024 report, users around the world spend an average of 28 hours and 5 minutes on the YouTube mobile app. Though this data only covers Android users, it speaks to the growing adoption of YouTube among mobile users.
YouTube viewership and demographic statistics
Looking at YouTube's viewership and demographic statistics can help you understand who is using the platform, which can tell you if it is ideal for reaching your target audience.
6. YouTube users are biased towards men
Approximately 54.4% of YouTube users are male and 45.6% are female (no data on other genders is available at this time).
7. The most popular age group for YouTube users is 25-34 years old
Users between the ages of 25 and 34 make up 21.3% of YouTube's user base, making them the largest age group using the platform. The second largest age group is 35 to 44. Additionally, YouTube is popular among young people between the ages of 18 and 24, with this group making up 15.5% of the platform's user base.
8. India has the most YouTube viewers, followed by the United States and Brazil
India has approximately 462 million active YouTube users, making it the network's largest-served country, followed by the United States with 239 million and Brazil with 144 million users.
9. The United States gets the most YouTube traffic
More users doesn't necessarily mean more traffic. In fact, the United States has the most YouTube traffic (21.93%) compared to other countries. In comparison, India, which comes in second, accounts for just 8.11% of the platform's traffic.
YouTube Ad Statistics
If you plan to run YouTube ads, you need to evaluate the platform's ad performance. It is essential to look at some key statistics about YouTube ads, including exploring ad revenue and finding out which ad formats are best.
10. YouTube ad revenue will exceed $30 billion by 2023
The platform's annual advertising revenue is expected to be $31 billion in 2023, up from $29.2 billion the previous year, accounting for 10.25% of Google's global revenue.
11. Consumers find YouTube ads more relevant than traditional TV ads
YouTube ad targeting capabilities allow for a highly customized experience for the end user, and according to a 2022 survey, 59% of respondents agreed that YouTube ads are more relevant than ads on linear TV and other streaming apps.
12. Vertical video can increase conversion rates per dollar
Vertical videos (videos that are shot and watched vertically instead of horizontally) have exploded in popularity on the platform since the launch of YouTube Shorts. People have long been watching YouTube on a variety of screen sizes, and now marketers have the tools they need to optimize for mobile viewing.
Tailoring YouTube ads to content consumption preferences can significantly improve ROI: Portrait creative assets saw 10%-20% more conversions per dollar for YouTube Shorts compared to landscape assets.
13. Skippable ads perform better than non-skippable ads
Consumers also love to have choice when it comes to the ads they watch, so it makes sense that giving viewers the option to skip an ad will help it perform better.
29% of marketers agree that pre-roll skippable ads are the most effective form of YouTube advertising. In contrast, only 7% believe that non-skippable ads are effective.
14. YouTube Shorts is quickly becoming the top video advertising platform
Advertisers are increasingly turning to video platforms for short-form video ads, and YouTube Shorts is quickly establishing itself as one of the leading platforms for short-form video ads: In a survey of ad buyers, 43% said their largest clients advertise on YouTube Shorts.
This is why you need to reevaluate your YouTube ad campaigns and focus on shorter forms of advertising to stay ahead of the curve.
YouTube Video and Marketing Statistics
You can learn a lot about YouTube marketing by looking at how other marketers are using the platform. Similarly, the types of videos people watch on YouTube can give you ideas for how to market on this platform. So let's take a look at some key statistics for YouTube videos in addition to the marketing statistics for the YouTube platform.
15. Marketers plan to increase their use of YouTube videos in their marketing efforts
Marketers are reevaluating YouTube's place in their marketing mix: Approximately 66% of marketers plan to increase their use of YouTube videos. Additionally, 59% plan to increase their organic activity on the platform.
16. YouTube is the second most effective platform for B2C content marketing
The number of marketers using YouTube for organic content marketing increased from 55% to 67% from 2022 to 2023. This increase in usage is a result of the effectiveness of the platform.
In fact, YouTube is the second most effective social platform for content marketing after LinkedIn, with 86% of content marketers finding YouTube to be at least somewhat effective.
17. YouTube is the number one platform for watching live content
52% of US social video viewers use YouTube to watch live content, making it the most popular platform for watching live content, surpassing Facebook and Instagram. So if live video is part of your marketing strategy, YouTube Live is the perfect place to do it.
18. YouTube Shorts average 70 billion views per day
Speaking of the popularity of short-form videos, YouTube Shorts are currently averaging 70 billion views per day. Marketers can ride this wave by creating more videos for YouTube Shorts to capture audience attention.
19. YouTube Shorts is the top short-form video platform for discovery
With so many views every day, it's no surprise that YouTube Shorts is the number one short-form video platform for discovering new products and brands — all the more reason to add it to your video marketing strategy.
20. The most-watched YouTube video of all time is “Baby Shark Dance”
Parents are probably familiar with this video, which exploded in popularity in 2016 and rocketed to the top of YouTube's most viewed videos of all time.
As of January 2024, this video has been viewed approximately 14 billion times.
YouTube Influencer Statistics
Knowing the top influencers on YouTube can help you understand which influencers are influencing the platform's user base. This will inform how to work with influencers on the platform. Additionally, it will also inform you of the type of content that is popular on the platform. Let's take a look at some YouTube statistics on the top users of the platform.
21. T-Series – 261 million subscribers
The most popular YouTube channel is T-Series with 261 million subscribers. According to the latest YouTube channel statistics, T-Series has garnered over 249 billion views across its 20,000+ videos.
22. MrBeast – 244 million subscribers
MrBeast comes in second overall with 244 million subscribers. His channel has garnered over 44 billion views on just 780 videos.
23. CoCoMelon – Nursery Rhymes – 173 million subscribers
Next up is CoCoMelon, a children's song channel with 173 million subscribers. Interestingly, this channel has more views than MrBeast, with over 179 billion. This channel has over 1,000 videos uploaded, which suggests that the frequency of video postings may be affecting YouTube's view statistics.
24. SET India – 169 million subscribers
Another Indian channel on the list, SET India, is the fourth most popular channel with 169 million subscribers. As per the latest figures, the channel has over 131,000 uploads and has garnered 160 billion views.
25. The Kids Diana Show – 120 million subscribers
“Kids Diana Show” is ranked 5th with 120 million subscribers. The channel has posted over 1,100 videos and has garnered over 100 billion total views.
Putting YouTube stats to work
These key YouTube stats give you insights into the platform and its marketing environment. Download our handy YouTube strategy template to put these insights into action.
