The Internet has changed the way 16-34 year olds feed their passions. Whatever interests them the most — sport, cookery, fashion, music — it's only ever a few clicks away. But how do you get their attention, let alone hold it? YouTube is where this audience goes to watch, discuss and share the things that matter to them. And by harnessing their passions, brands can reach a highly engaged and highly receptive audience — building relationships and driving sales.