Content that allows viewers to dig deeper into interests is 2.7X more important than featuring famous actors.

Google and OMG, U.S., “Personal Primetime” Study, n=3,200 respondents, Oct. 2018.


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Related Data

Relating to people's passions when they're choosing what to watch is 1.6X more important than whether the content has high production quality.

October 2018 Google and OMG

Gen Z and millennial viewers want to find purpose and meaning in what they watch.

October 2018 Google and OMG

of Gen Z and millennial consumers say they often watch things just to be able to talk about them.

October 2018 Google and OMG

YouTube has seen >3,100 years of watch time of lyric videos, where lyrics appear on screen, in the past 12 months.

June 2018 Google Data

of people who watch music on YouTube do so when feeling nostalgic.

June 2018 Ipsos

of YouTube music users who have made music-related purchases in the past year have watched a related YouTube video beforehand.

June 2018 Ipsos