Understanding the
YouTube Audience
Research Insights on the YouTube Audience
in the UK, France & Germany
Mark Riseley
Google EMEA Market Insights
YouTube Confidential and Proprietary
Why do campaigns work on YouTube?
Great Creative
Delivered Efficiently
With Added Word of Mouth Impact
Delivered to the Right Audience?
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Study Objectives
• Offer comparable metrics to TV for YouTube
• Show how YouTube delivers valuable and hard to reach
audiences
• Describe the YouTube audience to help planners match to
their briefs
• Compare the YouTube audience to the Internet population – in
the UK, France and Germany
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Methodology
Online Behavioral Data
Attitudes, Demographics, Lifestyle &
Offline Media Use
Tracking home internet
behaviour ~3 weeks
Opt-in study from online panellists in UK, France and Germany
• Sample nationally representative of 16-55 year old broad band users, recruited
November/December ’08
• Sample Sizes (Clickstream + Survey);
• UK: N = 1673
France: N = 1721
Germany: N = 1797
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Methodology:
Usage Segments
Distribution of YouTube users by average visits per week;
User
Heavy
User
Medium
User
Light User
Non-user
Any YouTube
page-view
56% of sample
>0 visits
Top 33% of
distribution
18% of sample
12+ visits per week
Middle 33%
17% of sample
2-12 visits per week
Bottom 33%
19% of sample
Up to 2 visits per week
No YouTube
page-views
44% of sample
0 visits
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YouTube offers reach comparable to major TV channels:
weekly reach is on par with SkyOne in the UK
Weekly
Reach
*YouTube Reach is as
measured by clickstream, TV
channel “reach” is a proxy
measured by channels “tend
to watch”
Source: TNS / YouTube Media & Audience Study, December 2008
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…and is comparatively stronger among light TV viewers
Weekly
Reach*
*YouTube Reach is as
measured by clickstream, TV
channel “reach” is a proxy
measured by channels “tend
to watch”
Source: TNS / YouTube Media & Audience Study, December 2008
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Clickstream (n=1673), Light TV viewers n = 213, Medium TV viewers n=917, Heavy TV viewers n=273
7
YouTube reach is even higher among Affluent Young Males
18-34 year old, males,
social grade ABC1
Weekly
Affluent
Young
Males
Reach*
*YouTube Reach is as
measured by clickstream, TV
channel “reach” is a proxy
measured by channels “tend
to watch”
Source: TNS / YouTube Media & Audience Study, December 2008
AYM: 18-34 year old, males, ABC1 (14% )
TV programmes “usually watch” (n=159), Clickstream (n=162)
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8
YouTube also reaches all sorts of target audiences*
Professionals
no kids
Affluent
Young Males
59% use
73% use
Older Tech
Savvys
Mums
51% use
53% use
* See Appendix for definition of target audiences and sample sizes.
Diagram representative, not to scale
AYM n=162, Professionals n=246, OTS n=137, Mums n=493
Source: TNS / YouTube Media & Audience Study, December 2008
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YouTube is a mainstream platform
Heavy YouTube User Attitudes &
Behaviours
Compared to
Average Internet
User
Social Networking
=
Going out to bars
=
Music is important
▲
Watching TV
▼
Buys something online
=
Plays computer games
=
Reads books
=
Intends to get a mortgage
=
Intends to change car
=
Intends to join a gym
=
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Source: TNS / YouTube Media & Audience Study, December 2008
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YouTube is an engaging medium and users tend to stay on
the site watching related videos
39% of all video views are related videos
68%
of YouTube users agree with the statement ‘I often visit
YouTube to watch one video and end up watching others’
UK Q. Clickstream / Q16, YT behaviours (n=1673), Users n=889, Light YT n=311, Medium YT n=305, Heavy YT n=273/202, AYM =162 /124 , Prof
=246, OTS =137, Mum =493)
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Many people watch TV and use the Internet at the same
time – especially during peak TV viewing hours
36% of internet population have internet and TV on
simultaneously at least once / day
%
Daily
Breakfast
Coffee
reach
by day
part
Daytime
PrePeak
EarlyPeak
LatePeak
PostPeak
Night Time
Time of Day
Source: TNS / YouTube Media & Audience Study, December 2008
AV. WEEKDAY
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Overall, YouTube usage is more evenly spread across the
day than TV
%
Weekly
reach of
YouTube
by
daypart
Heavy You
Tube User
You Tube
User
Time of Day
UK Clickstream data (user n=921, Heavy User n=273), Q31 (FutureView Statements (Heavy User n=273)
Source: TNS / YouTube Media & Audience Study, December 2008
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T-Mobile campaign shows power of YouTube call to action
T-mobile ad directed people to YouTube channel, resulting in 1 million views on
launch weekend and 12.5 million by the end of the campaign*
*June 2009
It also proved how much people love sharing videos
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Research has proven that YouTubers love to share
Users are more likely to talk about brands
And share videos
Q You Tube statements (User n=579, Heavy User n=202)
Source: TNS / YouTube Media & Audience Study, December 2008
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Wolverine YouTube homepage campaign successfully
drove awareness of the movie among males < 25
19%
20%
16
Male, 16 – 25 years:
Male, 16 – 25 years
Exposed n=368, Unexposed n= 534
Exposed n=443, Unexposed n=498
Source: Fox/Wolverine Ad effectiveness Study (MetrixLab)
Q: Which films are you aware of that are coming out at the cinema in the next few weeks?
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Campaign analysis shows incremental net reach of YouTube
vs. TV in Germany
2.6%
TV contacts
TV-Campaign
Reach:
55.8%
YouTube Ads
Reach:
incremental reach
through YouTube
27%
of all YouTube contacts
had no TV contact
9.8%
YouTube
contacts
Quelle:
GfK Analyse der Coca-Cola Weihnachtskampagne 2008
GfK Consumer Tracking auf Basis WEP Scope mit n = 8.000 Haushalten
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Summary & Conclusions
1
2
3
YouTube delivers comparable reach to major TV channels, and gets viewers
throughout the day, not just during peak hours
4
YouTube lifts awareness and achieves incremental reach over TV
5
We can now give media planners granular demographic, lifestyle, and reach
data in response to campaign briefs
YouTube enhances the impact of TV campaigns, as many YouTubers have
the web and TV on at the same time
YouTubers (even the heavy users) buy products just like the average Internet
user
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Appendix
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YouTube users have a normal total weekly media
consumption but spend less time on traditional media
platforms
hours consumed per week:
TV
Radio
Internet @ home
UK Q3 . Media consumption on weekdays and weekend days. Non-User n=784, User n=889, Heavy User n=273
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YouTube viewing cuts across all TV viewing groups but
light TV viewers over-index especially as heavy YouTube
users
Total sample broken down by TV and YouTube consumption;
Indexing of each level of YouTube usage vs. TV consumption (% of total sample)*
Non User
Light YouTube
user
Medium
YouTube user
Heavy YouTube
user
Heavy TV*
+5 (13%)
+2 (5%)
-10 (4%)
-5 (5%)
Medium TV*
(27%)
+1 (12%)
+4 (11%
-4 (11%)
Light TV*
-9 (5%)
-8 (2%)
+4 (2%)
+29 (3%)
*See appendix slide for TV consumption definitions
Q. Clickstream (n=1673), Q3 Media consumption (n=1673)
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Light TV viewers’ can be reached online
60
Light TV Viewers
50
Breakfast
Coffee
Daytime
PrePeak
40
Daily
reach
by day
part
EarlyPeak
LatePeak
PostPeak
Night Time
Crossover
30
TV
Internet
20
10
01
-5
am
0
23
22
21
20
19
18
17
16
15
14
13
12
11
10
9
8
7
6
0
Time of Day
AV. WEEKDAY
Q.24 TV consumption by day part (n=213)
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For all consumers week-end overlap of TV and Internet use
is similar to that seen during the week
Total Population
%
Daily
Breakfast
Pre- Peak
EarlyPeak
LatePeak
PostPeak
Night Time
reach
by day
part
Time of Day
UK Q.25 TV consumption by day part (n=1658)
AV. WEEKEND DAY
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However, at the week-end Light TV viewers spend much
less time watching TV
%
Light TV Viewers
Breakfast
Pre- Peak
EarlyPeak
LatePeak
PostPeak
Night Time
Time of Day
AV. WEEKEND DAY
UK Q.25 TV consumption by day part (n=179)
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YouTube is the most well-known online video site and is
very highly rated
Visited (%)
Rating (%)
YouTube
BBC iPlayer
ITV Catch Up
4oD
Google Video
MSN Video
Yahoo Video
Daily Motion
Veoh
Videojug
Rating of video sites amongst those who had visited each
UK Q10. Rating of Video sites (n=1077)
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Definitions
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Definitions – Sessions and Page Views
Page Views – Each time a new web page is opened, this is defined as a “page view”
Sessions – A session is defined as a continuous period of web activity, truncated by 15
minutes of inactivity
Exclusions – Various websites / online entities can generate page views (ie requests to a
server) without a surfer’s intervention. These are excluded from the data set:
- adservers
- toolbars
- RSS feeds
- email sites
- analytics
- counters
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Definitions - Dwell Time
Top Tab – dwell time is calculated only when a surfer has a particular web page on the
top tab within their browser
Page view level dwell time –dwell time on a particular type of page (eg YouTube home
page)
Domain session level dwell time – dwell time within a single domain (eg YouTube),
terminated when the domain is exited
Exclusions – Various websites / online entities can generate page views (ie requests to a
server) without a surfer’s intervention. These are excluded from the data set:
- adservers
- toolbars
- RSS feeds
- email sites
- analytics
- counters
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YouTube Confidential and Proprietary
Definitions - TV usage segmentation
Hours perHeavy
week
Medium
Light
UK
DE
FR
30+
27+
25+
16-30
13-27
14-25
0-16
0-13
0-14
UK – BARB data and industry standard categorisation; based on 16-55 year old broad
band users (top, middle and bottom thirds of the distribution)
Germany – no standardised definition (and you can’t access via planning systems) but
the common definition is that people who watch a up to 66% of average viewing are “low”
and those who watch 133% or higher of average viewing are “high” – everyone else is
“medium”
France – the most commonly used definition as per the SIMMS survey is on a per day
basis with “light” being < 2 hrs / day, “medium”: 2 hrs to 3 1/2 hrs / day and “heavy”: > 3
1/2 hrs /day
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(Data rounded to nearest hour)
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Definitions - YouTube usage segmentation
Average visitsHeavy
per week
Medium
Light
UK
DE
FR
12+
14+
7+
2-12
2-14
2-7
Up to 2
Up to 2
Up to 2
All markets – Have used top, middle and bottom thirds of the distribution
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Definitions – Target Audiences
Affluent
Young
Males
18-34 year old, males,
ABC1
14% of sample
Older Tech
Savvys
11% of sample
Professionals
ABC1 no children,
full time employed
14% of sample
45-55 years old, give
advice to others on
technology products
Mummies
Females with children
under 16 in the household
19% of sample
Q. 32 – gender, Q33 – age, Social Grade questions, Q30 – general opinions, Q35 – children in household. (n=1673)
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Definitions - Total Populations
Estimated by taking latest census figures combined with Forrester Technographics data
on level of broadband usage amongst 16-55s in each market
UK
25000000
France
26000000
Germany
33000000
Total number of 16-55 year old broadband users:
Affluent Young
Males
Professionals
Older Tech Savvys
Mummies
UK
DE
FR
UK
DE
FR
UK
DE
FR
UK
DE
FR
% of
sample
14
13
12
14
13
12
11
8
12
19
15
26
Population
(million)
3.5
4.3
3.1
3.5
4.3
3.1
2.8
2.6
3.1
4.8
5.0
6.8
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Understanding the
YouTube Audience
Research Insights on the YouTube Audience
in the UK, France & Germany
Mark Riseley
Google EMEA Market Insights
YouTube Confidential and Proprietary