YouTube Trends: The Pandemic Brought Boomers and Beginner DIYers to the Platform

Whether you are watching a how-to video, a review on the latest tech gadget or a clip from your favorite news outlet – YouTube is likely part a large part of your media consumption. YouTube is the #1 ad-supported platform for reach and watch time and the #1 “most missed” video content if it was no longer available.

The 2021 IAB NewFronts featured a fun-filled and informative presentation from YouTube that touched on everything from content creation to media trends and CTV viewership.

Here are some of Media Works’ key takeaways:

YouTube played a critical role in adjusting to the pandemic.

More than ever before, people used YouTube to connect with others through content. Many people across the world used their new-found free time during quarantine to develop a new skill. Globally, videos with “beginner” in the title earned more than 7 billion views and average daily views of these videos have increased more than 50% since March 2020, compared to the rest of the year.

Forget what you thought about YouTube’s user demographics.

When you think of YouTube viewers, you most likely think of a younger audience. However, research shows that 78% of baby Boomers — those born between 1946 and 1964 — still feel that they have a lot to learn, and cite YouTube as the platform that they engage with most for learning something new. Boomers are doing more than watching. In the past year, the platform saw a growing number of boomer creators.

CTV Viewership continues to increase.

YouTube content greater than 30 minutes watched on TV screens has increased more than 90% in the past year in the U.S and more than 100 million people now watch YouTube and YouTube TV on their TV screen.

Look out for some new opportunities for advertisers.

New this year, YouTube will offer a rolling set of seasonal sponsorships available on a quarterly basis. These sponsorships will focus on seasonal cultural trends. For example, there will be multiple sponsorship opportunities in June during Black Music Month. These sponsorships include high share of voice across relevant playlists, added value components and ownership of top channels.

YouTube also released Brand Extensions, which will allow viewers the option to send information about an ad on their TV screen to their phone for a more shoppable experience. Brands will be able to measure conversions generated by brand extensions, directly in the Google Ads platform.

YouTube is proof that the way we consume video is creating an increasingly blurred line. Years ago, it was less common to view YouTube on the big screen. But that is changing, along with the growth of the Boomer audience as watchers and creators. It is proof that streaming video, perhaps accelerated by the pandemic, is quickly becoming mainstream.

This post was written by Karin Brown, Digital Media Planner/Buyer.

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