U.S. beauty consumers turn to videos produced by brands and publishers nearly as much as product review videos from other users.

Google/Kantar TNS, U.S.,Connected Beauty Consumer Study, n=420 women aged 16–54 who purchased makeup, skin care, or hair care products within the past month, Nov. 2018.

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190 %

increase YOY in uploads of haul videos with “sustainable” in the title.
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13 X

increase in views of haul videos.
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Views for videos related to sustainable living that provide tips for being more eco-friendly doubled in 2018 compared to 2017.
YouTube Data, Global, 2017–2018.

4.5 X

Videos related to “van life” — the name given to this nomadic life on the road — experienced a 4.5X increase in views last year compared to 2017.
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62%

increase in daily views of videos related to houseplants from 2017 to 2018.
YouTube Data

> 60 %

There has been over 60% YOY growth for watch time of football-related fashion and beauty videos on YouTube.
YouTube