The number of YouTube users who follow creators and engage with their channels daily grew by 70% in the past year.

YouTube Internal Data, Global, Jan. 2017–2018.

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Related Data

91

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

June 2018 Ipsos

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
60

of Americans ages 35–54, and 29% of Americans aged 55+ say they visit YouTube for music-related content at least 1X per week.

May 2018 Google/Ipsos
68

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

June 2018 Ipsos

Influencers are just as likely as celebrities to drive buying decisions.

May 2017 Nielsen/Carat/YouTube

2 of the top 5 YouTube channels with the most subscribers worldwide are gaming-related.

May 2017 YouTube Data