March 22, 2013
Group 'Has Grown Up Watching Content on Their Own Terms'
After eight years in operation, Google’s video hosting site now has more than a billion unique users every single month.
That means nearly one out of every two people on the Internet visits YouTube.
“If YouTube were a country, we’d be the third largest in the world after China and India,” YouTube wrote in a blog post. “Our monthly viewership is the equivalent of roughly 10 Super Bowl audiences.”
In fact, YouTube added, “PSY and Madonna would have to repeat their Madison Square Garden performance in front of a packed house 200,000 more times” to equal its viewership.
Tens of thousands of channels have been created by “partners” and all of the Ad Age top 100 brands have run advertising campaigns on the YouTube, the site said.
Driving YouTube’s record numbers is Generation C — or Gen C as it is more commonly known.
“For the first time, an entire generation has grown up watching content on their own terms,” said Google advertising research director Gunnard Johnson in a post on Google’s Agency Blog.
“This generation is defined by the Internet, mobile, and social — consuming content when and where they want. Nielsen calls this group Generation C because they are not just defined by their age group, but by their connected behavior.”
On YouTube, Johnson said, this group thrives on 4Cs:
• Connection — Gen C watches YouTube on a variety of screen sizes on a variety of devices.
• Creation — Gen C is consistently viewing, creating and uploading videos on YouTube.
• Community — Gen C defines the popularity of videos on YouTube by sharing clips with friends and family.
• Curation — Gen C is comprised of “expert curators who care about finding content that matters to them.”
But who is Gen C?
Gen C is largely, although not exclusively, comprised of those aged 18 to 34 — and they influence $500 billion of spending annually in the U.S., according to the U.S. Chamber of Commerce. They can, however, be a difficult demographic for brands to reach because they are 45 percent more likely to be light TV viewers, instead watching content across a variety of devices.
According to Google, Gen C tunes in to YouTube throughout the day with usage on Smartphones mirroring usage on PCs. Viewing tends to peak during prime time hours.
“Gen C watches YouTube on their Smartphones as a complementary activity to their lives,” Johnson said. “For example, 41 percent tune in to YouTube on their Smartphone while waiting for something/someone, 18 percent while commuting from work or school, and 15 percent tune in while commercials are running on TV.”
On Smartphones, 47 percent of Gen C members treat YouTube as a destination by actively searching for videos. About nine percent of viewers are discovering videos socially — those shared by a friend — while 18 percent watch a video because it was shared on a social network.