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YouTube Demographics & Data to Know in 2022 [+ Generational Patterns]

Chances are, you’ve probably spent an afternoon falling down a rabbit hole of YouTube videos.

While it’s a great source of entertainment, YouTube has also proved itself to be a valuable tool for marketers. With a global user base of more than 2 billion people, it’s also safe to assume that your target audience is on the platform.

In this post, we’ll go over key YouTube statistics you need to know in 2022 to help you succeed in your marketing efforts.

YouTube Demographics

Age
Gender
Geography

What Different Generations Watch on YouTube
How to Target the Right Demographic on YouTube

2022 YouTube Demographics

Below, we’ll go over the most critical YouTube statistics that show marketers how global audiences are using the platform.

General YouTube User Demographics

81% of U.S. adults say they use YouTube in 2021, up 8% from 2019. (Pew Research)
YouTube is the second most visited website in the world. (Hootsuite)
YouTube accounts for more than 25% of total worldwide mobile traffic. (Sandvine)
YouTube has 2+ billion users, making up almost one-third of the entire internet. (YouTube for Press)
In 2021, 36% of U.S. adults say they visit YouTube several times a day. (Pew Research)
These 2+ billion users are present in over 100 countries and consume content in 80 different languages. (YouTube for Press)
70% of viewers bought from a brand after seeing content on YouTube. (Google Ads)
49.3% of all YouTube viewing time in 2022 will be mobile. (eMarketer)
YouTube is the top video streaming app, and the average user spends 23.2 hours per month watching content. (App Annie)
The most popular YouTube video is Baby Shark Dance with 10.41 billion views. (Statista)
YouTube TV ended Q3 2020 with 3 million subscribers. (Alphabet)
70% of people used YouTube to exercise in 2020. (YouTube)
Livestreams on YouTube grew 45% in the first half of 2020. (YouTube)

YouTube Age Demographics

Millennials trust YouTube more than any other generation. (HubSpot Blog Research)
56% of Gen Z, 54% of Millennials, 48% of Gen X, and 26% of Boomers say they discover new products most often on YouTube. (HubSpot Blog Research)
In 2021, 95% of U.S. adults between 18 and 29 years of age said they use YouTube (the age demographic with the highest percentage) while only 49% of U.S. adults who are 65+ years reported using it. (Pew Research)
As of 2022, 20.2% of YouTube’s advertising audience is between 25 and 34 – the largest group – and 15.5% is between 35 and 44. (Hootsuite)
In 2020, 80% of U.S. parents with a child age 11 or younger say their child watches videos on YouTube, and 53% of those children use the platform daily. (Pew Research Center)
84% of parents who use YouTube or YouTube Kids agree that YouTube makes learning more fun for their children. (Oxford Economics)

YouTube Gender Demographics

Please note that audience data for individuals who do not identify within the binary are not reported.

82% of U.S. adults who identify as male report using YouTube. (Pew Research)
80% of U.S. adults who identify as male say they use YouTube. (Pew Research)
45.8% of YouTube’s total advertising audience identifies as female. (Hootsuite)
54.2% of YouTube’s total advertising audience is male. (Hootsuite)

YouTube Geography Demographics

As of February 2021, 16.6% of YouTube site visits come from the United States, 9.4% comes from India, and 4.9% comes from Japan. (Alexa)
YouTube has launched local versions of the platform in more than 100 countries. (YouTube for Press)
74% of U.S. adults living in rural areas,, 81% of those living in suburban areas, and 84% living in urban areas report using YouTube. (Pew Research)

What Different Generations Watch on YouTube

What Gen Z Watches on YouTube

According to a 2021 report, 83% of Gen Z have used YouTube to watch soothing content that helps them relax. (YouTube)
85% of teens use YouTube, making it the most popular among teens. (Pew Research)
82% of Gen Z say they’ve used YouTube to watch content that will make them feel nostalgic. (YouTube)

Takeaways for Video Marketers

Based on the research, Gen Z turns to YouTube when they want to relax or revisit positive memories from their past. If you’re targeting Gen Z, entertaining content will reign supreme.

What Millennials Watch on YouTube

YouTube reaches more millennials than all the TV networks combined. (The Shelf)
A 2022 report found that YouTube will have nearly double the penetration of TikTok among millennials this year. (eMarketer)
Millennials prefer watching:

News and human interest stories to keep up to date
Unboxing and product review videos to influence spending
Quick and fun entertainment content (The Shelf)

Takeaways for Video Marketers

Millennials go to YouTube when they want to learn something or be entertained. Additionally, they go to the platform to be inspired, watch TV, and catch up on the news. If you’re targeting millennials, news stories, product reviews, entertaining content, and inspiring content will win out.

How to Target the Right Demographic on YouTube

While each generation might watch fairly similar content, it’s important to remember that the goal is different. For Gen X it might be to reminisce, while for Boomers it’s to save time, and for Millennials and Gen Z, it could be to learn something new.

To properly target the right demographic on YouTube, pay attention to the most popular categories and types of videos they watch on the platform.

Just as it is for all social networks, building a presence on YouTube requires understanding which segments of your audience are already there and what they’re watching.

Use these statistics to create a YouTube marketing strategy that speaks to your audience’s interests, drives revenue, and increases conversions.

Having that information makes it easier to create content that speaks to their interests, maximize ROI, and achieve general marketing success.

Editor’s note: This post was originally published in April 2019 and has been updated for comprehensiveness.

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38 Podcast Stats That Advertisers Need to Know in 2022

If you’re interested in pursuing a podcast advertising strategy to connect with millennial or Gen Z customers but aren’t sure if the right opportunities exist for your company, check out this list of podcast advertising stats.

With these tactics, you can identify podcasters with a price-point and audience target that makes sense for your brand. Then, you can work with them and leverage their expertise by sponsoring the content they’ve made. Alternatively, you could also create a native ad that aligns with their discussion topics.

We’ll cover podcasting’s biggest marketing opportunities, where podcasting is headed, and the demographics who tune in the most.

Table of Contents:

Podcasts and Advertising

Podcast Demographics

Podcast Growth

Podcast Listener Behaviors

Podcasts and Advertising

In 2022, 82% of marketers plan to continue investing the same amount or increase their investment in podcasts or other audio content. (HubSpot)
Podcast ad spending is expected to hit $1.74 billion this year. (Statista)
39% of Information Technology companies plan to leverage podcast advertising in 2022. (HubSpot)
The average podcast ad slot costs between $10 to $50, with additional premium fees for shows with high listenership. (HubSpot)
18% of U.S.-based companies plan to leverage podcasts and audio content in their marketing strategies. (HubSpot)
54% of podcast consumers say that they are more likely to consider the brands they hear advertised on podcasts. (Edison Research)
38% of marketers working for retail companies say podcast advertising is the media channel with the biggest ROI. (HubSpot)
Podcast advertising revenue is expected to pass $2 billion in 2022. (IAB Podcast Ad Revenue Report)

Podcast Growth

In 2021, there were over 2 million active podcasts. (Podcast Insights)
By April 2021, there were over 48 million podcast episodes. (Podcast Insights)
Monthly podcast listeners grew by 6.1% to 125 million listeners in 2022. (eMarketer)
73% of Americans age 12 and up have listened to podcasts in the past month. (Buzzsprout)
Between 2021 and 2022, the number of people over the age of 12 in the U.S. who listened to podcasts increased from 57% to 62%. (Edison Research)

Podcast Demographics

Roughly 79% of people over the age of 12 in the U.S. are familiar with podcasts. (Edison Research)
53% of podcast listeners are men. (Edison Research)
41% of millennials listen to podcasts weekly. (Jam Street Media)
53% of men and 46% of women listen to podcasts in 2022. (Edison Research)
66% of podcast listeners have a college degree and an average income of $75,000 per year. (Buzzsprout)
The biggest increase in podcast listenership in the past year has come from those in the 12-to-34 age group. (Edison Research)

Podcast Listener Behaviors

38% of people listen to podcasts monthly while 26% of people listen to podcasts weekly. (Edison Research)
While 49% of podcast listeners tune in from home, 22% listen in the car. (Podcast Insights)
Roughly 30% of people learn about podcasts from online search while about 20% of listeners say they hear about them from other friends or word of mouth. (Buzzsprout)

Source

Podcast listeners are more likely to own a smart speaker. (Buzzsprout)
Podcasts are the number one audio source by time of consumption among podcast listeners. (Edison Research)
50% of podcast Super Listeners agree that podcast ads are the best way to reach them. (Edison Research)
Millennials and Gen Z are 5% more likely to listen to podcasts for professional reasons than older generations. (EX-IQ)
Roughly 50% of customer service reps have listened to a podcast at work. (EX-IQ)
While 39.2% of people who listen to podcasts at least monthly listen via Apple Podcasts, 26.4% use Spotify. (Buzzsprout)
More than half of millennials listen to educational podcasts. (EX-IQ)
62% of podcast listeners say they’d be more likely to share podcasts with friends if they were able to share one short segment or highlight of it, rather than an entire episode. (EX-IQ)
In 2021, dynamic ad insertion accounted for 84% of podcast advertising revenue. 40% of podcast ads were host-read. (IAB Podcast Ad Revenue Report)
The amount of branded content in podcasts increased by nearly 82% between 2020 and 2021. (Chartable)

In 2021, 55% of podcast ads were 16 to 30 seconds. (IAB Podcast Ad Revenue Report)
More than 38% of podcast advertisements are sold and purchased on a quarterly basis. (IAB Podcast Ad Revenue Report)
Nearly 94% of podcasters charge for ads with cost-per-mille pricing. (IAB Podcast Ad Revenue Report)
NPR notes that 75% of its podcast listeners will respond or take action after hearing sponsored content. (National Public Media)
Pre-roll ads increased in revenue share from 22% in 2020 to 32% in 2021. (IAB Podcast Ad Revenue Report)

Considering podcast advertising?

As you’ve seen from the stats above, podcasting is growing in popularity — especially among younger generations. And while it is often considered a form of “entertainment,” podcast content can be incredibly versatile.

For example, although millennials or Gen Z listen to podcasts that feature interviews with big celebrities, they’ll also listen intently to smaller shows that educate them about new trends or news that impacts their life or career.

Because there are so many podcasts, and so many listeners with buying potential, you might want to consider podcast sponsorships in your future advertising plan.

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Developing a Niche Marketing Strategy that Drives Growth [+ Examples]

With a fiercely competitive market, marketers everywhere are wondering how to make their brands stand out? Niche marketing strategy might be the answer they’re looking for.

Discover what a niche marketing strategy is, how to develop one, and examples of these strategies in action from popular brands.

Developing a Niche Marketing Strategy

1. Know your competition.

Developing a niche marketing strategy is impossible without scoping out your competition.

That’s because it’s crucial to understand your unique selling proposition — what you do that makes customers choose your company over another.

Maybe you design ceramic dishware that can’t be found anywhere else, or maybe you’ve developed a tool that makes it easier for marketers to send emails.

Whatever is it, find your specialty and craft a story around it.

2. Narrow down your niche market.

Airbnb co-founder Brian Chesky is famous for saying, “Build something 100 people love, not something 1 million people kind of like.”

Put simply, it’s better to reach a small group of people who sing praises about your company, rather than a large group who thinks it’s just okay.

You can do this by honing in on the right niche market for your business. While this takes time and thought, it’s worth the effort to find loyal customers who will gladly choose you over competitors.

For instance, Thirdlove is the first underwear company to offer bras in half-size cups. Through its inclusive sizing options and emphasis on body diversity, they’ve built a loyal community of over 327,000 Instagram followers.

3. Go where your buyers are.

If your ideal customer spends all of their time scrolling on Facebook, it wouldn’t make sense to develop a niche marketing strategy around email campaigns.

This is where the value of market research comes in.

You already know who your buyers are, but research helps you go deeper to find out where they shop, how they find products, and what influences their purchase decisions.

Once you have that information, you’ll get the most return for your marketing dollars.

4. Listen to the word on the street.

Everyone has problems that need solutions.

If you listen to people’s thoughts about a certain product or service, you can find opportunities to fill in the gaps.

David Barnett did just that when he engineered a solution for constantly tangled headphones. What started out as two buttons glued to the back of a phone case quickly turned into Popsockets, a company that brought in $169 million in revenue just seven years after its founding.

5. Create a unique brand.

Once you’ve defined your unique selling point, outlined your buyer persona, found out where to reach them, and listened to their problems — all that’s left is to build a brand identity.

A well-defined brand will help you develop a niche marketing strategy that’s authentic to you and attracts ideal customers.

For instance, Etsy’s position as the marketplace for independent artists has attracted more than 138 million buyers.

In a 2020 TV commercial, the brand touched on the pandemic and used emotional marketing tactics to encourage support for small businesses that sell through the platform.

8 Niche Marketing Strategy Examples

1. Malenki Shoes

Malenki Shoes was born after its founder noticed a gap in the market for fashionable shoes for petite women.

This company empowers petite women with fun, stylish heels and sandals instead of being limited to children’s flats at their local shoe store.

As a niche brand, Malenki Shoes has leveraged the power of influencer marketing to raise its brand awareness.

By partnering with influencers showcasing petite fashion brands, they not only benefit from the credibility of those influencers but also reach wider audiences.

2. TomboyX

Despite all the progress made surrounding gender fluidity, finding gender-neutral clothing clothes is still difficult for many.

This is the problem TomboyX’s founders aimed to solve and the niche market they entered by creating a gender-inclusive clothing brand.

The brand caters to all, with products ranging from compression tops and soft bras to biker shorts and swim trunks.

As part of its marketing strategy, TomboyX created a #TomboyTuesday content series, in which they interview self-identified tomboys about their lives and journeys toward self-love.

Former pastry chef. ✅
Makes TikToks on her days off. ✅
Recently sold her house to travel the world. ✅
Coolest Newfie we’ve ever met. ✅

Get to know Jennifer Cross.
We guarantee there’s no one else like her. https://t.co/BkjsCFXbgK #TomboyTuesday pic.twitter.com/Nzsoce5Cdm

— TomboyX (@tomboyx)
July 12, 2022

This strategy allows the brand to highlight community members, create content that resonates with its audience, and further grow its brand.

3. DryBar

A few years ago, traditional salons offered women packages – usually a wash, blowdry, haircut, and iron – a lengthy process that could have you at the salon for several hours.

Then came DryBar, which offered one service: blowouts. This niche service changed how consumers viewed a salon experience.

How did they spread the word? One way was through its simple yet effective tagline: “No cuts. No color. Just blowouts.”

This simple tagline allowed consumers to understand quickly what DryBar was about and what it offered. From there, their brand awareness grew considerably, earning them news coverage all over the U.S.

4. Flylow Gear

With 9.2 million skiers and snowboarders in the U.S, the pool of potential customers seems wide enough for all to share.

But popular brands like Patagonia and The North Face can be found in almost every sports shop, making it hard to convince customers to seek out smaller brands with fewer offerings.

Flylow Gear figured out how to fight through the noise. Instead of targeting all customers interested in winter gear, their niche marketing strategy focuses on backcountry skiers looking for no-nonsense, quality gear.

Their products are featured in all the right places — like Powder magazine — to reach their ideal buyers. Even their confirmation emails share that they’re a small, mountain-based crew of dedicated skiers.

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5. Octavia Elizabeth Jewelry

For ethically-minded consumers searching for jewelry, the most important factor is knowing about raw materials sourcing and product creation.

That’s because this $300 billion dollar industry has come under fire for using child labor and causing extensive environmental harm.

Octavia Elizabeth understands the need for responsible jewelry. The company’s commitment to fair working conditions, legitimate living wages, and ethical production is clearly stated on its website.

Not only has Octavia Elizabeth honed in on customers looking for sustainably-sourced, handmade jewelry who are willing to pay a higher price, but the brand has also elevated its niche offering by associating itself with celebrity clientele.

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6. Natural Dog Company

According to a Statista study, Americans spent over $123 billion on their pets in 2021 alone.

So how can a pet-focused business stand out amongst the thousands of memory foam beds, custom carry-on bags, and dog-friendly ice creams saturating the market?

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Natural Dog Company caters to a very specific kind of pet owner: the eco-conscious consumer who pampers their pooch.

By giving their organic and all-natural skin care products names like PAWdicure Pack and offering discount codes for free dog treats, they put pups first — which is exactly what their customers do.

7. Pimsleur

Learning a new language can be a struggle, and the options for doing so are definitely overwhelming. Will you really be speaking like a Parisian after spending $1,000 on a program?

Rather than making promises of perfect grammar and flawless accents, Pimsleur focuses on conversational skills.

To promote its product, Pimsleur works with polyglot influencers who can vouch for its efficacy for learning new languages. 

Through its affiliate marketing program, it can reach new consumers regularly and gain customers. 

8. Photographers Without Borders

It’s one thing to entice people to buy a product, but it’s another thing entirely to attract donors to a nonprofit.

While this type of organization may not seem like the right fit for a niche marketing strategy, it’s essential for bringing in donations and volunteers.

Image Source

Photographers Without Borders has partnered with major organizations like Adobe, Sony, and Patagonia by honing in on a particular marketing technique: storytelling.

By prioritizing ethical storytelling, whether in a social media post, email newsletter, or online webinar, the organization has built a reputation for producing high-quality work that addresses the 17 UN Sustainable Development Goals and UNDRIP.

Plus, their Code of Ethics makes it clear what type of community members and partners they’re aiming to attract.

Creating a niche marketing strategy that drives growth for your business is more than creating a social media ad or sending a weekly email promotion.

If you take the time to learn about your customers and differentiate your brand, you can develop a strategy that attracts the right buyers and helps you hit your growth goals.