The number of YouTube users who follow creators and engage with their channels daily grew by 70% in the past year. Appears In How to create long-form videos that will keep people watching Make it personal: 5 rules of engagement for video ads that work How 30,000 screaming fans made big brands wake up to the new definition of premium content Related Content Forget about primetime. To attract viewers, follow their passions Connecting with gamers on YouTube: 4 things marketers should know How YouTube influencers are rewriting the marketing rulebook 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.