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.


Related Data


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

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

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