Exhibit 23.1 Analytics on YouTube Studio.
Video is taking over cyberspace, and YouTube is at the forefront.
The platform is becoming more channel-centric as users subscribe to brand channels that impart useful
information and provide entertainment.
For publishers, YouTube Studio provides up-to-date, real-time performance analytics for
videos (Exhibit 23.1), and generates reports on reach, engagement and audience measures for
information on watch duration, demographics, and traffic sources.
This chapter on YouTube marketing focusses on advertising on the network, and on brand
channels.
Almost a third of the world’s population watches video on
YouTube (2022), and the time they spend on the platform has been increasing over the years. The
sheer volume of traffic (5 billion videos watched per day) that these users generate, makes YouTube
the world’s second largest search engine.
The scale and diversity of the platform, summarized by the below statistics, offers
tremendous opportunities for marketers to reach consumers:
User base: Number of monthly active users 2.6 B (2022).
Demographics: Over 50% female. Over the years usage has
been highest among young adults ages between 18 to 35, but it is growing at a faster pace among
older adults.
Usage:
- 500 hours of new content is uploaded to YouTube every minute (2019).
- 250 million hours of videos are watched on YouTube every single day spread across
about 5 billion videos. (Equivalent to 3 min per video).
- Average viewing 42 min/day. This is significantly higher than Facebook (33 min/day)
and Instagram (24 min/day).
- Average session duration is almost 30 min according to Statista.
