The importance of YouTube’s celebrities and vloggers was reiterated when the platform acquired FameBit. In this backdrop, Global Web Index delves further into the significance of content creators. Around a quarter of YouTubers report watching celebrity videos or vloggers each month. Considering the reach of YouTube (nine in 10 are visiting the site each month outside China), the size of the audience that this corresponds to is pretty vast.
But it’s by age that shows the most striking trend: the younger a user is, the more likely he or she is to be viewing this content, with as many as one in three 16-24 age old now doing this. Little wonder that so many brands have been so keen on utilizing these channels to reach the much coveted younger demographic, then.