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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.

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Watch time for comedy videos has grown over 60% in the least year.

Content that allows viewers to dig deeper into interests is 2.7X more important than featuring famous actors.

Gen Z and millennial viewers want to find purpose and meaning in what they watch.


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.


of people who watch music on YouTube do so when feeling nostalgic.