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.
41

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

July 2017 Nielsen/YouTube
64

of ethnically diverse YouTube users are watching more videos compared to a year ago.

July 2017 Nielsen/YouTube

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

July 2017 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.

Nearly two-thirds of black millennial viewers say YouTube is a place where black people have a voice.

Jan. 2017 Google/Ipsos

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

Jan. 2017 Google/Ipsos

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

Jan. 2017 Google/Ipsos

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

Jan. 2017 Google/Ipsos
43

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

Jan. 2017 Ipsos MediaCT/Google
70

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

Jan. 2017 Ipsos MediaCT/Google
77

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

Jan. 2017 Ipsos MediaCT/Google
92

of Hispanics who recently purchased personal care products say YouTube is one of the best places to find videos from others like them about brands/products they're considering.

Jan. 2017 Ipsos MediaCT/Google