youtube insights report 2016 - survey results and analysis on latest youtube trends
TRANSCRIPT
YOUTUBERSSome insights from the industry
YouTube has millions of channels, featuring billions of hours of
videos.
We tried to see what’s behind the scenes of this business.
WE INVITED HUNDREDS OF YOUTUBERS TO PARTICIPATE IN A SHORT SURVEY
The survey registered a 40% completion rate
WHO ARE THE YOUTUBERS?
Of which, 6% manage a corporate channel
30%70% 70% of them are males
1%38%
61%
61% make videos as a
hobby38% produce videos as a job
<1K 1K-10K 10K-100K >100K
20%19%38%
23%
38% of them have between 1,000 and 10,000 subscribers
3,24
3,97
5,43
8,6
8,91
IN A SCALE FROM 1 TO 10, YOUTUBERS MAKE VIDEOS FOR:
On average, YouTubers declare to be more interested in having fun than in making money
Having FunSharing their passionPromoting themselvesGetting famousMaking money
YOUTUBERS USE DIFFERENT RECORDING EQUIPMENT
Prof
essi
onal
vid
eo
cam
era
Scre
en
Reco
rdin
g
iPho
ne
Com
pute
r W
ebca
m
Othe
r sm
artp
hone
s12%
20%20%
33%
51%
51% of the respondents use a professional camera for their videos
86% of YouTubers using their iPhone use at least one other piece of equipment as well
Interesting fact: the majority of YouTubers use always songs in their
videos
4,1
4,4
5,4
Professional YouTubers spend on
average 14 hours per video
3,0
3,1
4,0
“Amateur” YouTubers spend only 10 hours per video
ON AVERAGE, THE YOUTUBERS INVEST 12 HOURS FOR EACH VIDEO
3,4
3,6
4,5Hours spent editingHours spent recordingHours spent planning
YOUTUBERS ACTIVELY PROMOTE THEIR CHANNELS THROUGH..
3%4%12%12%
19%
39%43%
61%64%
Other
ADS
64% of YouTubers promote their channel with a Facebook Page
39% of YouTubers promote their channel through collaboration with other YouTubers
YouTubers spend on average 25 hours per month marketing their
channel
0
1
2
3
4
1,72,1 2,3
2
3,3 3,53,2 3
ProfessionalsAmateurs
0
1
2
3
4
THE OPTIMAL NUMBER OF SOCIAL NETWORKS FOR PROMOTION IS AROUND 3
<1k 1k-10k 10k-100k >100k# Subscribers:
Aver
age
# So
cial
Net
wor
k us
ed
Size of the bubble is proportional to the number of YouTubers presenting those characteristics
The majority of Amateur YouTubers have between 1k and 10k subscribers, and promote their channel on 2,1 social networks on average
The vast majority of Professional YouTubers have more than 100k subscribers, and promote their channel on 3 social networks on average
YOUTUBERS TRY TO BUILD A FOLLOWING ON DIFFERENT CHANNELS
58%
58% of YouTubers are
actively building a following on
51%
51%14% 7%
4%
0
1
2
3
THE OPTIMAL NUMBER OF SOCIAL NETWORKS FOR AUDIENCE IS AROUND 2
0
1
2
3
21,4
21,5
2,3 2,5
1,6
2,3
ProfessionalsAmateurs
<1k 1k-10k 10k-100k >100k# Subscribers:
Aver
age
# So
cial
Net
wor
k us
ed
Size of the bubble is proportional to the share of YouTubers presenting those characteristics
The majority of Amateur YouTubers have between 1k and 10k subscribers, and try to build an audience on 1,4 social networks on average
The vast majority of Professional YouTubers have more than 100k subscribers, and try to build an audience on 2,3 social networks on average
HOW MUCH MONEY DO YOUTUBERS EARN EVERY MONTH?
1%16%
22%
29%
32%
2%26%
40%
33%40% of “Amateur"
YouTubers don’t earn any money from their
channel.
4%38%
15%12%
31%
38% of Professional YouTubers earn between 1,000 and 10,000 $ per month
0-100$
100 - 1k$0$
1k - 10k$>10k$
SUPPORT FROM MULTI CHANNEL NETWORKS IS NOT PERCEIVED AS GOOD
36% of YouTubers collaborate with a Multi Channel Network (MCN)
0 1 2 3 4 5 6 7 8 9 10
4%16%12%4%8%
56%
How much MCNs help YouTubers in getting sponsors?
Average score:2,32
0 1 2 3 4 5 6 7 8 9 10
8%4%8%4%8%16%8%4%4%
36%
In earning better ad revenue?
Average score:3,72
0 1 2 3 4 5 6 7 8 9 10
4%4%4%8%12%4%4%4%
56%
In getting more views?Average score:2,32
0 1 2 3 4 5 6 7 8 9 10
4%4%4%4%8%4%12%8%
52%
In collaborating with other YouTubers?Average score:2,28
0 1 2 3 4 5 6 7 8 9 10
4%4%4%4%8%4%12%8%
52%
In producing their videos?
Average score: 2,28
Most YouTubers feel they are not getting much help
from their MCN
Best score
“Actually helping to develop and promote serious talent”“Help in building my brand”
“Procure more promotional opportunity”“Help to avoid copyright strikes”
“Getting more sponsorships”
“Growing my channel”“Providing studio time”
“Organize collaborations with other YouTubers”
“Find promotions for my channel”YOUTUBERS WANT MORE HELP FROM THEIR MCN
