youtube audience proprietary + confidential greece · proprietary + confidential net count of yt...

YouTube 2016 GREECE

Proprietary + Confidential

YouTube 2016 GREECE

YOUTUBE AUDIENCE SURVEY 2016Greece

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GR

YouTube Reach

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GR

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82%OF GREEK ONLINERS VISIT

YOUTUBE AT LEAST ONCE PER MONTH

YouTube has become mainstream

YouTube 2016 GREECE

Proprietary + Confidential

YouTube 2016 GREECE

is a frequently visited platform

Question asked: Q5 How often do you use <YouTube>? Base: YouTube users 16+, n=605

Source: Connected Consumer Study Study 2016,

FREQUENCY OF YOUTUBE USAGE AMONG YOUTUBE USERS

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61%

use YouTube

daily*

68%

of those even multiple times

per day**

YouTube is daily routine

YouTube 2016 GREECE

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YouTube 2016 GREECE

Say that is their preferred platform to watch online video

77%

YouTube is a key destination for online video

Question asked: Q8.1 What is your preferred website for online video content? Base: Private onliners 16+ who are asked to choose their preferred website among several competitors, n=866

Source: YouTube Audience Profiling Study 2016

YouTube 2016 GREECE

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YouTube 2016 GREECE

30%of online users between 25 and 44 years say they

watch YouTube more frequently than they watch

TV

Question asked: QIA2N How often do you use the following websites for personal reasons?, How often do you watch TV on a TV set?Base: Privat onliners 25-44 years, n=321

Source: Connected Consumer Study 2016

YouTube 2016 GREECE

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Question asked: How often do you use <YouTube> on <your smartphone>Base: YouTube users 16+, n=605

Source: Connected Consumer Study 2016

Many users access YouTube already via smartphone

OF YOUTUBE USERS ACCESS IT VIA SMARTPHONE56%

YouTube 2016 GREECE

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Net count of YT users who share content via YouTube out of Q8 Q12.2, Q13 and Q15.3 Base: YouTube users 16+, n=1665

Source: YouTube Audience Profiling Study 2016

% of YouTube users accessing the platform to share content with others 59%

YouTube 2016 GREECE

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YouTube 2016 GREECE

Motivations: YouTube and leisure

Question asked: Q13 What are your motivations to use YouTube? Base: YouTube users 16+, n=1665

Source: YouTube Audience Profiling Study 2016

To be entertained/ inspired

To relax / escape daily routine / my surroundings

To pursue a hobby / interest

To entertain my kids

82%

YOUTUBE HELPS USERS TO RELAX AND

TO FEEL ENTERTAINED

35% of parents access YouTube to entertain

their kids

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43%

OF YOUTUBE USERS ACCESS THE PLATFORM BECAUSE THEY FEEL

THAT THE CONTENT IS NOT AVAILABLE ELSEWHERE

YouTube is unique

YouTube 2016 GREECE

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49%USE YOUTUBE ALSO TO CATCH

UP WITH NEWS, TRENDS AND

YT STARS

27% TO CATCH UP ON MISSED TV

22% WATCH VIDEOS FROM MY YT STARS

16% TO STAY UP TO DATE

13% CATCH UP WITH HOT TOPICS

Question asked: Q13 What are your motivations to use YouTube? Base: YouTube users 16+, n=1665

Source: YouTube Audience Profiling Study 2016

YouTube 2016 GREECE

Proprietary + Confidential

Net count of YT users who share content via YouTube out of Q8 Q12.2, Q13 and Q15.3 Base: YouTube users 16+, n=1665

Source: YouTube Audience Profiling Study 2016

Motivations to use YouTube

TOP 3 MOTIVATIONS TO USE YOUTUBE

TO BE ENTERTAINED / INSPIRATION

TO ESCAPE ROUTINE / RELAX

TO PURSUE A HOBBY

OVERVIEW FOR ALL MOTIVES TO VISIT YOUTUBE

To be entertained / inspired

To relax / escape daily routine / my surroundings

To pursue a hobby / interest

To see something I can't find anywhere else

To learn something new

To get informed

To catch up on missed TV

To find information on products or services before shopping

To find out something / progress a task

To watch the latest videos from my favorite YouTube stars

To stay up to date / on top of trends

To upload a video

To entertain my kids

To catch up with news or hot topics

To find the latest offers of brands

To feel connected with people / communicate

YouTube 2016 GREECE

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YouTube 2016 GREECE

Question asked: Q12 Which of these types of videos did you watch on YouTube within the past month?Base: YouTube users 16+, n=1665

Source: YouTube Audience Profiling Study 2016

YouTube is accessed for many different types of content

Sports / Sport events

Technology, electronics and gadgets

Science and schooling

Crafts

Health, fitness and exercise

Music

How-to / DIY (do-it-yourself)

Movies

Food, cooking and recipes

Comedy

TOP 10 GENRES WATCHED ON YOUTUBE