The future of YouTube marketing is multicultural; here’s how brands should adapt

The future of YouTube marketing is multicultural; here’s how brands should adapt

The future is multicultural. So if brands aren’t considering inclusivity and representation as part of their marketing efforts, they risk becoming irrelevant. New research shows just how racially and ethnically diverse YouTube's users are, and what marketers need to know to reach this growing audience.

The next generation of YouTube users will be increasingly diverse

Racially and ethnically diverse users head to YouTube often and in large numbers. That trend will continue, especially considering the shifts in U.S. demographics. To attract these highly engaged and rapidly growing communities, marketers should prioritize multicultural content, viewers, and creators.

Video Consumer Insights
41%

of monthly YouTube users in the U.S. are ethnically diverse, with Hispanics comprising the largest proportion.

Nielsen/YouTube
Video Consumer Insights
64%

of ethnically diverse YouTube users are watching more videos in 2017 compared to 2016.

Nielsen/YouTube
Video Consumer Insights

The majority of ethnically diverse YouTube viewers use the platform at least once a day.

Nielsen/YouTube

Multicultural audiences want and expect representation and inclusivity

YouTube’s users want to see storylines that reflect their daily experiences and that address issues important to their communities. Brands will do well to leverage this cultural momentum by serving audiences the representative and inclusive content they expect.

Video Consumer Insights

of black millennial viewers say YouTube is a place where black people have a voice.

Google/Ipsos Connect
Video Consumer Insights

black millennials would like to see brands better represent diversity in ads.

Google/Ipsos Connect
Video Consumer Insights

black millennials say they're more likely to consider a brand that positively reflects black culture.

Google/Ipsos Connect
Video Consumer Insights

Black millennials are more likely to feel a sense of personal connection to YouTube creators than traditional celebrities.

Google/Ipsos Connect
Video Consumer Insights
43%

of Hispanic millennials feel more favorably about brands that include aspects of Hispanic culture in their advertising when making digital purchases.

Ipsos MediaCT/Google
Video Consumer Insights
70%

of Hispanics say it's important for a site to have content relevant to them.

Ipsos MediaCT/Google
Video Consumer Insights
77%

of Hispanics say they watch YouTube to engage in passions or topics of interest.

Ipsos MediaCT/Google