Google study: YouTube viewers are “brand evangelists”

YouTube viewers are “brand evangelists” and a “highly sociable” group, according to new research from Google.

The study – which was carried out to help brands understand more about the YouTube audience and how best to create relevant content for them – revealed that 58% of UK YouTube users tell others about the brands that they love, compared to 33% of non-users.

Far from spending all day cooped up inside, YouTube viewers are twice as likely to go to the cinema or sporting events than non-YouTube viewers, and four times as likely to go to concerts.

When it comes to popular content on YouTube, the research found that it’s not all about ‘Sing it Kitty’. DIY is the third most popular channel on YouTube, preceded only by music and comedy.

YouTubers are also more willing to pay for content, with the study revealing that this group are twice as likely to buy digital films, books and music, and a significant five times more likely to buy video games.

“YouTube is increasingly shaping what matters in content and culture today,” said David Black, director of branding for Google UK.

“Each month more than a billion people come to YouTube to find the content they love – from fashion, to music, to food. This research highlights the opportunities for brands to engage with a passionate and influential community of fans.”