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.