The YouTube habits of Australians have been revealed in Nielsen’s new Digital Content Ratings. Now agencies and brands can get a clear idea of just how many Aussies are using YouTube, and how long they stay there for.
The first report of its kind showed that in May 2017, 14.7 million Australians over the age of 18 spent on average 19 hours and 12 minutes (per person) on Youtube.
Google Insights reached out to consumers to find out why their YouTube habits were the way they were; with respondents saying: “YouTube is entertainment and knowledge. It’s an online encyclopaedia. It’s a ‘how-to-do-things’ guide. It’s visual online help. It’s an instruction manual. It’s the world around us.”
Brands can also continue to use YouTube advertising and sponsorship with confidence, as others surveyed by Google Insights admitted that “Australians are wary of content that feels forced or inauthentic; they’re much more likely to listen to—and be won over by—real voices and people who sound and feel like them. This is backed up by quantitative research: 7 out of 10 YouTube subscribers say they relate to YouTubers more than traditional celebrities.”
