Approximately Four out of Ten YouTube Users Consume Television and Movie Materials
Breaking Down the Numbers: It's clear as day that the realm of TV and film has become a bloody important aspect for YouTube, according to a recent Ampere study. A whopping 38% of YouTube's global monthly active users are now tuning in to traditional TV and film content on the platform, y'all.
Documentaries and TV Shows: Let's not forget about those documentaries, TV shows, and movies, though. They're not just the main attraction, but they're also playing a crucial role in YouTube's success. They're increasing the amount of time spent on the platform and, more importantly, creating new ways to make money.
A Huge Potential: Ampere believes that there's a massive opportunity for YouTube and content creators to draw in new viewers, especially with TV and film content. After all, the platform has the biggest faithful following of all online video platforms worldwide, with 84% of internet users checking it out monthly and 73% weekly.
Nothing but Rises: Daniel Monaghan, senior research manager at Ampere Analysis, put it perfectly: "From humble origins peddling short, low-quality yarns, YouTube has grown to host full-length TV shows and feature films from the studios and broadcasters." Cannibalizing some audiences is possible, but the reach of YouTube is so vast that the benefits of reaching new viewers can't be ignored, especially with those ad-share agreements popping up.
Digging Deeper: Monaghan further explained that "Documentaries and other TV shows and films sit within the top five video categories on YouTube." He added that engagement will only grow as YouTube plants itself deeper in our living rooms via smart TVs.
Key Findings:
- Roughly 38% of YouTube's monthly active users watched documentaries or TV shows/films in the previous month.
- Documentaries drew in 24% of users, while TV shows and films captured 23%.
- The audiences for documentaries and TV/film are largely separate, with only 22% of their combined viewer bases watching both types.
- The content has a slight bias towards the 35-44 age group and family households, but it's popular across all demographics.
- Asia Pacific and Latin America have the most enthusiastic viewers, with 45% and 40% watching, respectively. North American viewership is in line with the global average.
- Smart TVs are a popular device for long-form viewing. In fact, 34% of those who watched both documentaries and TV shows/films on YouTube in the past month used a smart TV for at least some of their viewing.
- YouTube has the biggest active user base of all online video platforms globally, with 84% of internet users, 73% weekly active users, and 59% daily active users.
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- The broadcaster and studio content, including documentaries, TV shows, and movies, on YouTube is increasingly captivating a significant portion of its user base, with 38% of YouTube's monthly active users tuning in.
- The role of documentaries, TV shows, and films in YouTube's growth is undeniable, as they are not only the main attraction but also instrumental in increasing time spent on the platform and creating new revenue streams.
- As YouTube continues to grow, its media offerings, particularly documentaries and TV shows/films, are poised to become even more engaging, with projections indicating increasing engagement as the platform expands its presence in living rooms via smart TVs.
- For content creators and broadcasters, YouTube presents a massive opportunity to attract new viewers, given its vast reach and the increasing popularity of its video content, including movies-and-tv, amongst internet users worldwide.
