68% of people who watch music on YouTube do so when feeling nostalgic. Appears In 40 years after video killed the radio star, YouTube is transforming music. Here’s what brands need to know Related Content Targeting 50+ consumers without a digital plan? AARP says you’re making a mistake From passive to actionable: How to transform your video marketing How 30,000 screaming fans made big brands wake up to the new definition of premium content Related Data < 60 % Watch time for comedy videos has grown over 60% in the least year. Relating to people's passions when they're choosing what to watch is 1.6X more important than whether the content has high production quality. Content that allows viewers to dig deeper into interests is 2.7X more important than featuring famous actors. 3 in 5 Gen Z and millennial viewers want to find purpose and meaning in what they watch. 50% of Gen Z and millennial consumers say they often watch things just to be able to talk about them. YouTube has seen >3,100 years of watch time of lyric videos, where lyrics appear on screen, in the past 12 months.