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.

Related Data

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.

Google and OMG

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

Google and OMG

of Gen Z and millennial consumers say they often watch things just to be able to talk about them.

Google and OMG

YouTube has seen >3,100 years of watch time of lyric videos, where lyrics appear on screen, in the past 12 months.

Google Data

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