Watch time for “morning routine” videos on YouTube has more than tripled in the past two years.

Google Internal Data, U.S., July 2016–June 2018.

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3 viewer behaviors we saw play out on YouTube in 2018

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The surprising thing sports fans are looking for on YouTube Trending now on YouTube: Halloween, morning and nighttime routines, and holiday travel planning Trending now on YouTube: Virtual YouTubers, classroom set-ups, and relaxation videos

Related Data

Views of travel-related videos increased 41% in August and September 2018 compared to 2017.
YouTube Data

Watch time of YouTube videos related to “relaxing” increased by more than 70% between July 2017 and June 2018.
Google Data
80%

of sports viewers use a compter or smartphone while watching live sports on TV to search for player stats and live scores, message other fans, and watch related videos.
Google/Ipsos
30%

of sports fans stream live sports on their smartphone or tablet.
Google/Ipsos
81%

of video viewing sessions capture people's attention
Google/Ipsos
Lean in mode: Learning how to do something, finding info, researching a purchase, exploring a passion, getting ideas. Lean back mode: Entertaining ourselves, relaxing, killing time
Google/Ipsos