YouTube has been around since 2005. Since that time, digital marketing has completely transformed – and so have users’ behavior on the platform. In this infographic, explore YouTube consumer trends and behaviors to understand just how the platform is being used so that you can leverage it strategically in your marketing.

Looking for additional guidance with YouTube? Our paid media experts can help. To explore the untapped YouTube growth opportunities that are waiting for you, send a message to our team today.

Infographic detailing YouTube consumer behaviors and trends, including demographics, website behavior, year over year trends, and more.

YouTube User Demographics

  • Largest age group is 15-35 years old
  • YouTube reaches 95% of adults who are 35+ each month
  • Baby Boomers & Gen X are YouTube’s fastest growing demographics

Compared to the general population, YouTube users are more likely to:

  • Have a college education
  • Have children

86% of US YouTube users often use YouTube to learn new things

YouTube is the #1 video social media platform for honest & detailed information

As of 2023, YouTube users skew female at 51.4% of users, compared to 48.6% male

Over 1 billion hours of content is watched on YouTube each day

By 2025, US adults will spend an average of 48.7 minutes per day on YouTube – a 22.7% increase from 2019

Marketing & Advertising on YouTube

  • 48% of marketers regularly publish YouTube videos
  • 51% of consumers plan to spend more time on YouTube, but only 35% of marketers plan to leverage the platform
  • Global YouTube ad revenue surpassed $29 billion in 2022 – a 93% increase over 2019
  • On YouTube, vertical ads receive 10-20% better conversions per dollar than horizontal ads
  • YouTube Shorts have 1.5 billion monthly active users, amounting to 30 billion daily views
  • 22% of marketers leverage YouTube Stories

YouTube vs. Other Platforms

  • YouTube is the second most popular social network worldwide in terms of monthly active users:
  1. Facebook: 3.0 billion
  2. YouTube: 2.5 billion
  3. Instagram: 2.0 billion
  4. TikTok: 1.1 billion
  5. Snapchat: 635 million
  • YouTube is the second largest search engine & second most visited website globally behind Google
  • YouTube is the third most downloaded video streaming app worldwide, after TikTok & Netflix
  • 19% of YouTube users use the platform to follow brands, compared to TikTok & Snapchat at just 11%

The Decline of Traditional TV & the Rise of YouTube

  • 59% of YouTube users say that YouTube ads are more relevant than ads on linear TV or other streaming apps
  • Over 700 million hours of content is watched on YouTube via TV each day
  • TV is YouTube’s fastest growing screen size
  • With traditional TV declining, YouTube & linear TV are now tied at the top for streaming watchtime
  • Traditional TV households reached:
    • 2014: 100MM
    • 2021: 74MM
    • 2025: 44MM