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Personal Branding

85 Must-Know YouTube Statistics for Marketers in 2022

If you’re evaluating your marketing strategy for 2022, these 85 YouTube statistics might give you the push you need to give it a go on the video-sharing platform. 

With more than 2 billion (yes, that’s billion with a B) people logging into YouTube each month, the platform puts you in front of more people than ever before. 

And the potential of a huge audience is a great reason to market your business there, especially when you know your target audience

Just in case you’re still on the fence that YouTube is the place to invest your marketing efforts and dollars, these statistics will show you just how robust of a platform it is for marketing in 2022. 

YouTube User Statistics

While YouTube can boast that over 2 billion people log into their site each month, you don’t need to be logged on to consume the video content. So those user numbers are much higher.

Here’s more data on the demographics of YouTube users.

  1. More than 2 billion people log into YouTube monthly to watch YouTube content. 
  2. Pew Research found that 74% of adults in the United States use YouTube.
  3. 95% of 18-29-year-olds in the US say they watch YouTube.
  4. 91% of 30-49-year-olds in the US watch YouTube.
  5. 49% of those older than 65 use YouTube.
  6. 53% of parents with children younger than age 11 say their children watch YouTube daily.
  7. But Baby Boomers and Gen-Xers are the fastest-growing demographic on YouTube.
  8. Millennials prefer YouTube over traditional television by 2 to 1.
  9. 89% of households with an income greater than $100,000 use YouTube.
  10. According to Statista, in the United States, 72% of men and 72% of women use YouTube.
  11. YouTube says that more than 50% of their audience is female, contrary to popular belief.
  12. YouTube viewers are more likely to have a college education than the general population.
  13. 77% of urban dwellers, 74% in the suburbs, and 64% in rural areas use YouTube.
  14. YouTube is available worldwide in over 100 countries and more than 80 languages.
  15. 16% of YouTube’s traffic comes from the United States. India and Japan come in second and third for traffic generation.
  16. Boomers are 1.3 times more likely to watch a YouTube video teaching them how to use a new product vs. reading the product’s manual or instruction book.

Usage Statistics

There are many reasons viewers turn to YouTube. Some want entertainment, some want an escape, and some want to learn about new products or services.

To learn more about how viewers use YouTube, check out the following YouTube usage stats.

  1. In July 2006, YouTube reached one million video views per day.
  2. YouTube is the second largest search engine globally, right after Google.
  3. It is also the second most trafficked site behind Google.
  4. 47% of YouTube viewers ages 18-44 say watching YouTube videos helped them cope with stress.
  5. 1 in 3 baby boomers say they use YouTube to learn more about new products or services. 
  6. The average viewer spends 41 minutes on YouTube daily.
  7. 40% of YouTube viewers watch YouTube via a mobile device.
  8. Viewers watched 100 billion hours of gaming on Youtube in 2020.
  9. YouTube found the top four content categories to be:
  • Comedy
  • Music
  • Entertainment
  • How-to
  1. There are more than 37 million YouTube channels and 22,000 of them have more than one million subscribers.
  2. YouTube says that their AI recommends 70% of the content YouTube viewers watch.
  3. Statista reports that 500 hours of video content are uploaded to YouTube every minute.
  4. 51% of adults in the US who watch YouTube say they use YouTube to learn how to do new things.
  5. 81% of YouTubers say they watch the videos recommended by the YouTube algorithm.
  6. Relaxation and entertainment are the top two reasons viewers say they watch YouTube.
  7. 7 in 10 viewers watch YouTube in the horizontal orientation vs. the vertical.
  8. Viewers watching YouTube at home are most active during prime time hours.
  9. YouTube Premium has more than 20 million paying subscribers. That number is projected to climb to 28 million by 2024.
  10. When it comes to digital video, 90% of consumers prefer YouTube to other platforms.
  11. YouTube users perform roughly three billion searches a month on YouTube.
  12. The average YouTube user visits eight video pages per day.
  13. It is forecasted that by 2025, 50% of people younger than 32 will not subscribe to paid TV. But they will likely be watching YouTube.

YouTube Business & Marketing Statistics

If you want to reach new audiences in 2022, YouTube is a powerful way to do so. In fact, 89% of video marketers intend to use YouTube as part of their video marketing strategy. 

So you’re in good company if you plan to add YouTube to your bag of tricks for 2022.

Here are some business and marketing-specific statistics about YouTube.

  1. Google bought YouTube in 2006 for $1.65 billion.
  2. If you’re in the B2B market, you might be interested to know that 50.9% of B2B decision-makers use YouTube for product research before making a buying decision.
  3. When included as a social media site, YouTube is the most used social media, beating out Facebook 81% to 69%.
  4. YouTube users are three times more likely to watch YouTube tutorials for a product rather than reading the product’s paper instructions.
  5. The average length of a video ranking on page one of a YouTube search is 14 minutes, 50 seconds. But YouTube Shorts are gaining in popularity, as well.
  6. Of the top 200 beauty videos on YouTube, 86% were made by content creators vs. branded or professional content.
  7. There has been a 65% increase year over year in watch time for travel-related YouTube videos.
  8. Lego is the number one brand channel on YouTube with 10.04 billion views.
  9. For seven consecutive years, YouTube has been the most widely used platform among video marketers. 
  10. More video content is created on YouTube in 60 days than the three major US television networks created over 60 years.
  11. Think With Google found that 90% of people worldwide find new brands and products on YouTube.
  12. And 40% of YouTube viewers say they have purchased products they discovered on YouTube.
  13. Influencer Marketing Hub found the top five industries on YouTube to be: 
  • Tech
  • Gaming
  • Food/drink
  • Beauty
  • Fashion

52.This makes sense as over 40 million active gaming channels on YouTube. And Minecraft is the most-watched game on YouTube.

  1. Two-thirds of shoppers say the online videos they watch on YouTube give them ideas and inspiration for their purchases.
  2. While 62% of businesses use YouTube to share their video content, just 9% of small businesses do so.
  3. Videos in music, entertainment, people and blogs get the largest views.
  4. The YouTube Music app is the world’s number one music app, downloaded 5.2 million times from Google Play and 1.5 million times via the Apple App Store.
  5. Statista found in analyzing over 149 million YouTube videos, 2.5 million of them had sponsored links.
  6. Twinword analyzed 250 of YouTube’s top channels and found that 66% of them publish their content in English. Spanish and Portuguese made up the next highest percentage with 15% and 7% respectively. 

YouTube Ad Statistics

YouTube has become a staple for marketers to reach their audience. And YouTube has found their viewers are four times more likely to use YouTube to find out more information about a brand, product, or service they are considering. 

That means it may be worth your while to invest in YouTube ads. 

There are many different types of ads on Youtube, so you have many options when it comes time to create your video advertisement.

And if you’re curious, here are more interesting stats about YouTube ads.

  1. In August 2006, YouTube started the first version of ads called Participatory Video Ads.
  2. YouTube started running InVideo ads in December 2007.
  3. YouTube Partner Programs also launched in December 2007.
  4. Pre-roll ads launched in November 2008. Pre-roll ads are the ads that play before your chosen video starts. Mid-roll ads are the ads that play during the video.
  5. In November 2008, YouTube also started offering Promoted Videos. 
  6. YouTube then launched individual video partnerships in August 2009.
  7. 51% of marketers in the United States use video ads on YouTube. 
  8. 79% of US marketers are confident those YouTube ads will result in purchases.
  9. YouTube ads based on intent have a higher watch rate than ads based on demographics.
  10. Advertisers who used YouTube’s True View ads found that viewers who watched those ads were ten times more likely to interact further with the brand.
  11. While only 45% of television advertising gets viewer attention, 84% of paid YouTube mobile advertising gets attention.
  12. Two-thirds of television viewers say they watch another device during commercial breaks on TV. But only 6% of YouTube viewers turn to another device when an ad plays on YouTube.
  13. YouTube advertising revenues reached $7.2 billion in the third quarter of 2021.
  14. From 2017-2020, YouTube’s advertising revenue accounted for 10.9% of Google’s total revenue.
  15. Apple, TurboTax, and Expedia are the leading YouTube advertisers in the United States. Apple spent $237.15 million on YouTube advertising between March 2020 and February 2021.
  16. 80% of viewers prefer YouTube TrueView ads to the standard in-stream format.
  17. Nine out of ten YouTube watchers find the TrueView ads to be a better ad experience than in-stream ads.
  18. 33% of YouTube’s large business advertisers use the six-second bumper ads. Bumper ads are the six-second, unskippable video ads that play before a YouTube video starts. They’re best for creating brand awareness.

Most Popular Content Statistics for YouTube

Keep in mind that videos are not just for marketing content. You can use YouTube to educate viewers on using your product, answer customer service questions, share company culture and values and engage with your audience.

The following stats show an audience on YouTube for just about every business and niche you can imagine. 

  1. Me at the zoo by YouTube co-founder Jawed Karim was the first YouTube video ever posted.
  2. The South Korean neologism Gangnam Style video broke the YouTube viewer counter.
  3. The first YouTube video to reach one million views was Nike’s 2005 ad featuring Brazilian football player Ronaldinho.
  4. The most-viewed YouTube video, with 9.9 billion views, is Baby Shark Dance by Pink Fong Baby Shark, Kids Songs and Stories. It also is the second-most disliked video on YouTube, with 14.39 million dislikes.
  5. The most liked YouTube video is Despacito by Luis Fonsi, featuring Daddy Yankee. It had 46 million likes in December 2021.
  6. The most popular YouTube channel by the number of subscribers is T-Series, with 203 million subscribers.
  7. The highest-paid YouTuber is Ryan Kaji, reportedly earning $29.5 million as of June 2020.
  8. YouTube’s own YouTube Rewind 2018 is the most disliked YouTube video with 19.6 million dislikes.
  9. BTS, a South Korean boy band, attracted the most views in 24 hours, with 101.1 million views for their music video Dynamite.

Did These Statistics Influence Your 2022 Marketing Plans?

These YouTube stats show you the possibilities for growing your audience in 2022. 

If you’re ready to expand your reach and get in front of more people this year, YouTube is the place to be. And you don’t need fancy equipment to get started. 

Tell me, how do you feel about YouTube? Are you excited about the possibilities it creates for your business? I’d love to hear your thoughts in the comments below!

Let’s face it — A LOT can happen in an internet minute! Join 40,000+ entrepreneurs & get my BEST tips & trainings delivered to your inbox each week. 

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About the Author Marisa Murgatroyd

Marisa is the founder of Live Your Message, where she turns entrepreneurs into Online Superheroes, and the creator of Start With You where she helps people just like you to discover the business they're meant to build, not just the business they can build. At 4’11 and a quarter, she’s called the shortest woman in marketing — and that doesn’t stop her from having huge ideas. She’s the “go to” brand builder for industry luminaries and heavyweights such as Justin Livingston, Callan Rush, Danny Iny, Alexis Neely and Susan Peirce Thompson. Marisa helps entrepreneurs create a business that is authentic and aligned with who they are, to empower them to turn up the dial on their “inner superhero”, so they can be the superhero to their tribe, as well as in their own lives.

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