Women are more likely to seek a "how-to" video than a beauty video on YouTube.

Google/Ipsos Connect, YouTube Cross Screen Survey, July 2016, US, (n = 2,004 US consumers 18-54 who watch videos at least once a month)


Related Data

Around half of ASMR viewers are between 18 and 24 years old—and 77% of them are looking at beauty and fitness content.

Aug. 19, 2016 Google

of females 18 to 24 years old used their phones to search for health and beauty how-to content in the past three months.

Jun. 2015 Google/Galaxy

of millennials say they've watched YouTube videos to improve their health or feel better after feeling down.

May 2017 Google/Ipsos Connect

Over the past year, watch time on YouTube of episode and movie recaps has more increased 50%.

January 2018 Google