YouTube reaches more Millenials than any TV network, research shows
LOS ANGELES -- Sorry cable TV: A new report suggests that YouTube reaches more people on mobile than than any broadcast or cable network.
The new round of third party research, commissioned by YouTube and provided to Mashable, suggests the platform has continued to grow in momentum despite a rise in competition in the online video marketplace.
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Here are the three main takeaways from the findings, which were compiled by Ipsos, comScore and Nielsen.
YouTube > Cable?
According to the research firms, YouTube now reaches more 18-to-34-olds and 18-to-49-year-olds (the key demographic) than than any TV network -- broadcast or cable -- on mobile.
YouTube viewers enjoy the living room experience, too
Sure, cord cutting is on the rise. But young millennials are actually also consuming much of their digital video through connected TVs and all the devices that power them.
More than half of the 18-to-49-year-old demographic YouTube users surveyed said they have watched the Google-owned video platform on their TVs.
A whopping 90% of that same demographic said they use a smartphone, tablet or computer while watching TV.
Brands still play a big role on the platform
It's no secret that brands are a vital part of YouTube, with many creators utilizing sponsorships and partnerships to turn a profit.
And consumers are OK with that. The report found that 61% of those who subscribe to YouTube creators say their opinions about a brand were influenced by the creator they follow.
Meanwhile, a whopping 74% watch brand channels on YouTube weekly, and 63% have taken action because of a brand or creator video.
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Topics YouTube
Saba was a Los Angeles-based reporter who covers all things digital entertainment, including YouTube, streaming services and digital influencers. Prior to that, she spent two years at the Los Angeles Times covering entertainment for the Calendar and Company Town sections. Saba grew up in Santa Monica and graduated from Boston University with a B.S. in journalism and B.A. in political science. When not reporting, she is usually binge watching shows online or looking for new coffee shops to frequent.
