Page 29 - SKU-000506274_TEXT.indd

8 P a r t I Marketing Your Business Online with YouTube

(as of August 2010). And those visitors are watching a lot of videos—more than two
billion videos a day, representing more than 40% of all videos watched online.

Who Watches YouTube—and What Do They Watch?

Not surprisingly, it appears that YouTube is replacing traditional television viewing
for many users. According to Google, an average YouTube viewer spends 164 min-
utes online every day; in contrast, viewers spend just 130 minutes per day watching
traditional television. Where would you rather put your marketing message?
YouTube’s viewers come from all ages and demographic groups. Figure 1.3 details
the age distribution of YouTube’s user base; the attractive 18–44 demographic repre-
sents 56% of YouTube’s viewers. In terms of gender distribution, it’s a fairly even
55% male/45% female split.

Figure 1.3 The age distribution of YouTube’s viewer base.
These viewers are active viewers. Yes, most people still watch YouTube on their
computers, but that’s changing. More and more users watch YouTube on their
mobile phones while they’re on the go; the YouTube app is one of the most popular
applications for the iPhone. And an increasing number of people are watching
YouTube in their living rooms, as an increasing number of flat screen TVs and Blu-
ray players come with Internet connectivity—and a YouTube widget—built in.
What are these people watching? Lots and lots of different videos, that’s what.
Sysomos recently analyzed YouTube usage by category, and came up with the