ruth mcentee, youtube dmxdublin 2014 - refreshing your view of video

Ruth Mc Entee YouTube, Ireland

Refreshing your view of video in Ireland

AUDIENCE

YouTube users in Ireland are:

Connected Social Valuable

Google Confidential and Proprietary 5

Google Confidential and Proprietary

5

YouTube Usage

They visit YouTube regularly…

77%

Of all YouTube users access

YouTube

at least weekly

Connected



6

77%

88%

38%

35%

20%

21%

14%

12%

10%

10%

9%

17%

7%

40%

21%

18%

16%

16%

16%

17%

14%

9%

YouTube

Facebook

TV network sites

Twitter

Netflix

Instagram

Pinterest

Tumblr

Vimeo

Dailymotion

Vine

Weekly Less than weeklyWebsite Usage

…and YouTube is their #1 video destination

37%

38%

30%

28%

27%

24%

18%

78%

56%

Connected


9% 16%

24% 28% 34%

61% 38%

11%

17% 17%

18% 19%

39%

77%

37%

11%

6:00 am -8:59 am

9:00 am -11:59 am

12:00 pm -1:59 pm

2:00 pm -4:59 pm

5:00 pm -6:59 pm

7:00 pm -10:59 pm

11:00 pm -1:59 am

2:00 am -5:59 am

YouTube

TV

Viewership across Dayparts

3 in 5 Irish users view YouTube videos during

during workdays

Connected

1 in 3 spend the same amount of time

watching YouTube as TV in an

average week



8

59% Less watching or attention (Net)

13% Stopped or downgraded

cable/pay services (Net)

YouTube is affecting how Irish people

interact with other media

say that TV is in the

background while

other devices are

used as a first

screen 65%

Connected


YouTube users actively share content

share or re-share links

post a comment or review on a

blog, forum or message board

59%

58%

46%

63%

share YouTube videos that

they saw

talk about what they saw on

YouTube with their peers

Source: YouTube Global Audience Study, IPSOS 2013

Social



10

Brands have an opportunity for engagement Social

58%

Search for or watch

more video



11

Attitudes about Brands

YT users are brand curators and advocates

1.2X More likely to be brand advocates

1.9X More likely to be early adopters

1.6X More likely to be influential

Social Valuable

1. YouTube is a platform for passionate audiences that thrive on creativity and expression.

2. These audiences represent a unique mindset that we call Gen C. Gen C are a powerful force, on both culture and commerce fronts.

3. Brands can benefit by understanding Gen C motivations and engage with them on YouTube, as large proportion of them are brand advocates and loyalists.

4. Usage of YouTube among Gen C typically means weekly usage, with YouTube playing a central part in their lives.

5. Gen C access YouTube on multiple screens, from multiple locations and during multiple day parts.

6. Entertainment is at the core of YouTube usage, but Gen C engage more deeply with YouTube – pursuing passions, using it for “how-to” and connecting with others.

7. YouTube is valued above competitors for the creativity, community and variety of content options it supports.

8. Gen C’s engagement with YouTube has impacted their engagement with TV. TV serves as more of a background to their device and YouTube usage.

Key Takeaways CONTENT



13

Top 20 Genres Typically Viewed on YouTube

71% 55%

43% 43%

34% 33%

31% 28% 28%

27% 26%

25% 25%

22% 22%

21% 21% 21%

20% 20%

Music videosComedy

How-to/DIY (do-it-yourself) videosFilm previews, trailers and videos

Live music (concerts)Food, cooking, and recipes

DocumentariesTechnology, electronics and gadgets

TV showsPets and animals

Short filmsHealth, fitness and exercise

Personal or home videosFull-length movies

Cartoons and kids showsBeauty and fashion

GamingProduct reviews and commentary

Sporting eventsCelebrity news and entertainment

Beyond entertainment content, How-To/DIY videos are

popular among Irish YouTubers

Source: Ispos MediaCT



14

Top 10 YouTube Videos 2013 in Ireland



15



16

Pancake Tuesday

ADVERTISE

RS



18

YouTube users in Ireland are:

Connected Social Valuable

Reach Build Engage

Avinash Kaushik

ruth mcentee, youtube dmxdublin 2014 - refreshing your view of video

Marketing