The importance of video content for today's marketing professionals, the latest YouTube stats.

1. “is a culture engine for the 21st century”
Ian Tait, Creative Director, Weiden & Kennedy
I YouTube: where the world chooses to watch
YouTube influence is greater than ever, shaping what matters in culture
> 220 UK-based
creators have surpassed 1M subscribers
Google Internal data, GB YouTube channels, Oct 2016
It’s where ideas are born
It’s where the niche becomes mainstream
It’s where traditional models are disrupted
It’s where mass moments
happen
“is a culture engine
for the 21st century”
> 220 UK-based YouTube
creators have surpassed 1m
subscribers
The most influential UK creator is
Olajide "JJ" Olatunji, who
dropped out of college, but made
£2.9m in the past year
50%+ more UK channels with
1mn subscribers compared to a
year ago
It’s where ideas are born
It’s where traditional
models are disrupted
It’s where the niche
becomes mainstream
Source: Google Internal data, GB
YouTube channels, Oct 2016
Source: Tubular Labs’ list of most
influential UK creators & Forbes list of the
world's highest-paid YouTube stars
Source: Google Data, UK, 15 April
2016 vs 15 April 2015
Ian Tait, Creative Director,
Weiden & Kennedy

2. 43% of total time spent on YouTube by adults
came from over 35s
I It’s not just the young that are influenced by YouTube
YouTube is not just a phenomenon of Millennials
Source: comScore VideoMetrix Multi-Platform - Desktop & Mobile (UK, Oct 2016). Adult base = 18+

3. Source: comScore VideoMetrix, Multi-Platform - Desktop & Mobile, UK, Oct 2016. Base UK total population: from latest ONS mid-year population estimate 2015, 65.1m.
people watch online video
per month in the UK (on
average)
monthly reach
of online video, vs UK total
population
videos watched per viewer
per month
(only Desktop available)
hours of online videos per
month, on average
(only Desktop available)
Each viewer watches
22677
%
1350m
I Digital: UK video market is booming

4. Source: comScore VideoMetrix, Multi-Platform - Desktop & Mobile, UK, Oct 2016
people watch YouTube
per month in the UK
(on average)
monthly reach
of YouTube, vs UK
digital population
YouTube videos watched
per viewer per month
hours of YouTube videos
per month, on average
82%
Each viewer watches
256
I YouTube: the biggest online video platform
42m 17

5. 43M
42M
37M
40M
15M
Source: comScore VideoMetrix, Multi-Platform - Desktop & Mobile, Oct 2016; BARB monthly viewing data (October 2016).
I YouTube & TV: Monthly Unique Viewers
YouTube has TV
scale: 42m viewers

6. Proprietary + Confidential
Global daily watchtime
hours a day watched on YouTube, a "10-fold increase since
2012". The increase is thought to have been driven by
personalised video line-ups / recommendations, from an
understanding of what users love to watch enhanced by AI
Source: https://www.wsj.com/articles/youtube-tops-1-billion-hours-of-video-a-day-on-pace-to-eclipse-tv-1488220851
1 bn
I YouTube viewers watching 1bn hours a day

7. Source: “Time spent with media in France, Germany and the UK”: eMarketer’s Estimates and Forecasts for 2013–2018; December 2016; by Cindy Liu.
Note: ages 18+; time spent with each medium includes all time spent with that medium, regardless of multitasking; for example, 1 hour of multitasking on desktop/laptop while watching
TV is counted as 1 hour for TV and 1 hour for desktop/laptop. TV, radio, print excludes digital.
I Time spent per day with major media by average UK adult
Increasing digitalisation, led by mobile; other media forms declining
UK adults will spend circa
5 hours a dayconsuming
digital content in 2017; more time than
that spent with TV, radio & print for the
first time
Mobile (online)
Desktop / laptop
Print
Radio
TV
Digital

8. Dette billede kan ikke vises i øjeblikket.
Dette billede kan ikke vises i øjeblikket.
Source: Google and DoubleClick advertising platforms data, June 2016, Digiday UK May 2016
- Arrived to socialise
- Passive, feed-driven
- 85% sound off
- Arrived to watch video
- Active choice
- 95% sound on
I Viewability: behaviour of viewers browsing different media
YouTube viewers come to watch not scroll

9. I Audibility & Viewability: YouTube is a market leader
Audibility
of YouTube ads are
audible
95%
Sources: Google ActiveView 2016 & DoubleClick advertising platforms data, Apr 2016
https://adwords.googleblog.com/2016/06/Active-View-coming-to-TrueView.html Note: ActiveView is
a free 3rd party tool
Source: Google internal data and
http://digiday.com/platforms/silent-world-facebook-video/
Viewability
of YouTube ads are
viewable (vs 66% across
the industry)
95%

10. Source: Google TrueView Brand studies Aug-Sep 2016, Global, data for users with single impression. Data shows ratio of additive differences vs. control respondents for each group of viewers.
I Demonstrating the value of Audibility & Viewability
2.7 x ↑
Differences in
Ad Recall vs control
1.4 x ↑
Audible
only
Viewable
+ Audible
Viewable +
Audible
Viewable
only
3.8 x ↑
Differences in
Brand Awareness vs control
1.6 x ↑
Audible
only
Viewable
+ Audible
Viewable +
Audible
Viewable
only
2.6 x ↑
Differences in
Consideration vs control
2.9 x ↑
Audible
only
Viewable
+ Audible
Viewable +
Audible
Viewable
only

11. 77%
In 2015 we supported 56 independent studies with a range of partners (below) to
review the RoI of different marketing channels across Europe: YouTube
outperformed other media* in 77% of cases
I Measuring sales impact
*The average of other media, including: print, outdoor, radio, cinema, other online advertising (search, display and non-YT video) & TV - at current spend levels
Source: Google and 3rd Party Research, 2013-2016, Europe. Note: Total number of studies: 56

12. 8 out
of 10
YouTube has a higher ROI than TV in almost
cases
Source: Google and 3rd Party Research, 2013-2016, Europe. Note: Total number of studies: 56, of which 77% had a higher ROI on YouTube than TV.
I Optimal ROI: YouTube & TV

13. We find online video to be particularly effective, short term and medium
term, versus other online tactics, and always an enhancer of “total video”
ROI... We find YouTube to be more effective in ROI terms, for both
online and offline purchased products
Sally Dickerson, Global Director of BrandScience
I Optimal ROI: YouTube or TV? Both

14. Source: comScore VideoMetrix, Multi-Platform -
Desktop & Mobile, Percentage of Total Digital
Population, UK, October 2016
I YouTube is broad-reaching
YouTube reaches Millennials to Mature audiences
84% 83% 83%
35-44 45-54 55+
90%
18-24
89%
25-34

15. Source: comScore VideoMetrix, Multi-Platform - Desktop & Mobile, Percentage of Total Digital Population, UK, October 2016
Adult Males Adult
Females
I Reach by gender
YouTube has a deeper coverage amongst men, but still prevalent with women
84% 81%

16. I Range of videos watched on YouTube
Source: UK, MTM-Google YouTube Audience Report 2015, YouTube monthly video viewing.
55%
40%
19%
19%
19%
18%
15%
14%
12%
10%
9%
7%
Music
Comedy
Food
Home/ DIY/ Gardening
Gaming
Tech
Sports/ exercise
Science/ education
Beauty
News
Travel
Clothing/ fashion
Cars/ auto
Parents/ family
19%
14%

17. YouTube viewers love to watch on mobile
I YouTube on mobile
Source: comScore VideoMetrix MP Sep 2016. Population base: UK digital population aged 18+. Device base: Smartphone, Tablet, Desktop usage, other devices such as Smart TVs and Games
Consoles not included. *Mobile devices = Smartphone or Tablet.
71%
of YouTube watch time by UK
adults occurs on mobile
(smartphone or tablet) devices

18. of all mobile data will be video by 2020
Source: Cisco Visual Networking Index Forecast, Feb 2016
I Mobile video is exploding
75%

19. people watch YouTube on
their mobile per month
monthly reach
of YouTube mobile, vs UK
mobile population
minutes of YouTube on
their mobile per day, on
average
85%
Each mobile YT viewer
watches
246
YouTube videos watched
per mobile YT viewer per
month
Source: comScore VideoMetrix, Multi-Platform - Mobile, UK, Oct 2016.
3831m
I YouTube’s mobile profile

20. Source: comScore VideoMetrix, Multiplatform - Mobile, Percentage of Total Mobile Population, UK, October 2016
Note that Under 16s do not have their mobile browsing data tracked
I YouTube’s mobile reach by age group
YouTube has depth of mobile reach across the age groups of the UK population
89% 80% 76%
35-44 45-54 55+
93%
18-24
92%
25-34

21. GENDER & AGEAGE
18-24
40
mins
35
mins
29
mins
15
mins
7
mins
25-34 35-44 45-54 55+
Source: comScore VideoMetrix, Multiplatform - Mobile, UK, September 2016
The average viewer watches YouTube on mobile for 38 minutes per day
I YouTube’s average mobile watch-time per day

22. 34
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