4 ways Aussies and Kiwis are turning to YouTube to cope while social distancing

Ashley Chang / April 2020 / Video, Consumer Insights

In a global moment that feels uncharted and unfamiliar, we are turning to online video to adapt, cope, and connect.

Among the uncertainty surrounding the coronavirus, its widespread impact, and abrupt changes to everyday life, recent weeks and months have given us a lot to worry about. To help cope with anxiety and stress, almost a third of Aussies and 32% of Kiwis are reconnecting with their hobbies and passions.1 And many are turning to YouTube to do so.

#StayHome and ___ #WithMe

Since March 15, average global daily uploads of YouTube videos with “at home” in the title have increased over 700%.2 Social distancing has also bolstered the creator-led #WithMe trend, offering entertainment and connection across a range of interests, all possible from home. Whether you’re looking for an on-call personal trainer, cleaning buddy, or help brushing up your grammar skills, these videos deliver hours of companionship for people of all ages.

Here are four types of YouTube content we’ve seen Aussies and Kiwis gravitate toward in recent weeks that all focus on improving our physical and mental wellbeing or offer the opportunity for enrichment and self-improvement.

Cook

With restaurants closed for regular service, people around the world are getting more familiar with their kitchens — and they’re watching cooking videos to hone their skills during extended time at home.

We’re seeing 30% of Aussies admitting to spending more time cooking, but it’s Kiwis who are spending the most time in their kitchens, with 46% devoting more time to cooking at home.3 In Australia, we’re doing a lot of baking. Between March 15 and April 10, Australian views of bread baking videos increased by more than 260% compared to the daily average for the rest of the year.4 That’s a lot of bread.

Work from home

As many of us find ourselves working from home, creators are sharing tips and tricks on how to do so effectively. From offering time management and home office decor tips to sharing creative ways for remote team collaboration, their advice is resonating. In the past week alone, global searches for “video conferencing” reached an all-time high on Google and YouTube,5 with no sign of slowing down.

Study

Students are adapting to a new reality too, with many now virtually accessing their classrooms and schoolwork from home. For companionship and motivation, students are leaning into “study with me” videos. From January to mid-March this year, global views of videos containing “study with me” in the title are over 50% higher compared to the same period last year.6 Australia’s favourite teacher Eddie Woo is another welcome helping hand for Aussie families adjusting to living, working, and schooling under one roof.

Work out

Those who regularly hit the gym or studio for stress release are now finding ways to work out at home with the help of YouTube creators. More than 8,000 channels strong, YouTube’s fitness community spans all sorts of specialties, from full-body workouts and dance to sports-inspired fitness and beyond. Over the last 30 days, YouTube searches for "fitness" have risen by 450% in Australia, while searches for "Pilates," "aerobics," "Zumba," and "dumbbells" have trended in New Zealand.

Since March 15, the average daily views of videos with “home workout” in the title have increased more than 515% globally.7 And with 41% of Australians reporting that mental wellbeing is one of the three most important areas of their life right now, this looks like a trend that’s here to stay.8

What Google search data reveals about what people need in this moment, and how brands can help