Written by
Celie O’Neil-Hart , Howard Blumenstein
September 2016

When it comes to online video, one word summarizes the trends in consumer behavior: "more." The insights below show consumers are spending more time on more devices with more focus and passion for online video than ever. Does online video deserve more of a role in your 2017 media plan as a result?


<p>1. More online video during prime time</p> <p>On mobile alone, in an average week:</p> <p>YouTube reaches more 18+ year-olds during prime-time TV hours than any cable TV network.</p> <p>2. Watching on more devices at once</p> <p>And for their favorite content, one screen isn't enough:</p> <p>85% of adults ages 18-49 use multiple devices at the same time.</p> <p>Two-thirds of YouTube users watch YouTube on a second screen while watching TV at home.</p> <p>3. More focus on YouTube</p> <p>This means an ultra-engaged YouTube audience:</p> <p>Half of 18- to 34-year-old YouTube subscribers would drop what they're doing to watch a new video by their favorite creator.</p> <p>4. More passion among young viewers</p> <p>That loyal viewership is driven by a particular passion for YouTube among teens and millennials:</p> <p>When asked the sources of video they couldn't live without, teens' top choice was YouTube.</p> <p>4 in 10 millennials say they only trust YouTube for videos on causes they care about.</p> <p>6 in 10 teen subscribers say a YouTube creator has changed their lives or how they see the world.</p> <p>And they're making time for YouTube by watching less television than ever:</p> <p>Teens watch 64% less TV than adults 35+</p> <p>Millennials watch 47% less TV than adults 35+</p> <p>5. More opportunities to reach your audience</p> <p>Viewers have added YouTube to their prime-time lineup. Reach more of them by adding it to yours:</p> <p>Advertisers on prime-time broadcast TV could have reached 56% more 18-49 year-olds by also advertising on YouTube.</p>