YouTube Case Study:
Avatar: Way of Water
-Official YouTube channel containing trailers, behind-the-scenes clips, production diaries as well as interviews and special release clips such as games.
-The channel has 438k subscribers
-Teaser Trailer: 27 million views, 683k likes
-Official Trailer #1: 56 million views, 1 million likes
-Official Trailer #2: 16 million views, 335k likes
-The movie is available on YouTube for purchase/rent
Midway:
- The official movie is available on YouTube to purchase or rent.
-The trailer is uploaded under the studio's YouTube channel, not its own special one.
-The trailer has 9.8 million views, with 25k likes
-The Teaser Trailer has 12 million views, with 22k likes
-Other YouTube channels have also uploaded the trailers
What We Do in The Shadows:
-A television series and a movie
-The official trailer for season 1: 7.2 million views, 50k likes
-The most recent trailer for season 5 has 27,000 videos and 540 likes
- The film trailer has 325k views, and 1.4k likes
The Interview:
-Available on YouTube to purchase or rent
-Final Official trailer: 4.4 million views, 18k likes
Official Trailer #2: 8.9 million views, 27k likes
How Much Content Is Created Every Day?
- As of February 2020, more than 500 hours of video was uploaded every minute.
Who Acquired YouTube and How Much Was Spent?
-YouTube was founded in February 2005 by former PayPal employees Chad Hurley, Steve Chen, and Jawed Karim in Silicon Valley.
- After its official launch, YouTube increased in popularity, receiving 100 million views each day at one point.
- In October 2006, YouTube was acquired by Google for $1.65 billion.
- Now YouTube is one of Google's most profitable businesses.
How Was Allowing People To Monetise Channels a Major Shift In The Industry?
- In 2007, YouTube introduced the YouTube Partner Program, allowing users to monetise their channels.
- This created new jobs which had never existed before, allowing successful creators to make millions of dollars.
How Were Algorithms Used To YouTube's Advantage With Subscribers?
- The algorithm is largely successful, as users can watch a video they are interested in, and receive recommendations based on what they have watched.
- This keeps users on the platform, engaging with the website.
- More than 70% of what people watch is determined by its recommendation algorithm.
Name Some Ways YouTube Has Changed and Added Aspects To Their Channel To Increase Audience/Subscribers?
- YouTube attempted to create their own content, YouTube Originals, but had limited success.
- YouTube also started introducing things such as YouTube Premium and YouTube Music.
- However, some of these have been slow to catch on.
- In 2015, YouTube launched a dedicated kids app, only showing content safe for children.
Other:
- YouTube is the second most popular social media network worldwide.
- As of 2021, YouTube had roughly 23 million users.
- YouTube has 2.56 billion active users worldwide.
- 62% of users in the US access the site daily.
- 40.9% of YouTube watch time is on a mobile phone.
- YouTube shorts has 1.5 billion monthly active users.
- India has the most YouTube users.
- Age Demographics (US):
15-25 years: 77%
26-35 years: 77%
36-45 years: 73%
46-55 years: 70%
56+ years: 67%
- The top earner is Mr. Beast, who earned $54 million in 2021 from the platform.
- 70% of viewers have made a purchase after seeing a brand on YouTube.
- YouTube is used by 55% of marketers.
- 5 billion videos are watched every day.
- Demographics:
4% of global YouTube users are male.
6% of global YouTube users are female.
6% of YouTube users in the U.S. are male.
4% of YouTube users in the U.S. are female.
2 million (20.7%) of YouTube’s total ad audience is users aged 25-34.
7 million (16.7%) of YouTube’s total ad audience is 35-44.
377 million (15%) of YouTube’s total ad audience is 18-24.
62% of U.S. of YouTube users say they visit the site daily.
37% of Millennials aged 18 – 34 are binge-watching YouTube daily.
- YouTube services are available in more than 100 countries.