State Of The YouTube Nation: A Definitive Assessment Of The Global YouTube Economy

The 20,000 Foot View

The YouTube landscape is changing. While North America still dominates in terms of channel subscribers and views, the second places for these metrics are now held by Latin America and Asia respectively. Both emerging regions show diverging consumption patterns, with Latin America over indexing on the proportion of subscribers-to-views, and Asia over indexing on the number of views in relation to subscribers. Despite the growth story around native content creators, music, and music focused channels remain the most popular categories globally, with significant regional variations. Subscriber growth though is driven primarily by native content creators. In a year where YouTube Red will roll out beyond the US, the pace of change for the YouTube economy is set to accelerate.

Key Findings (Data Points Are Removed From This Preview Summary)

  • Annual revenue for the top 50 most subscribed YouTube Channels is $X million
  • Music Artists are the most valuable category in the top 50 channels
  • Three of the five global regions have music related content as their most popular channels by views
  • North America still dominates with X million channel subscribers and X billion views
  • Asia has the highest ratio of views to subscribers at X views per subscriber
  • X channels generate over $1 million per month in gross revenues
  • X channels generate over $1 million per month in revenues for their owners
  • X% of the most subscribed channels are run by native content creators
  • X% of the fastest growing channels by views are for music artists
  • X% of consumers do not skip pre-roll ads
  • Only X% of consumers will pay for exclusive YouTube content

Companies mentioned: Facebook, T-Series, Snapchat, WWE YouTube

Charts: 6
Pages: 15

NOTE: This report includes an 3 page Excel document including channel level analysis of YouTube (including views and subscribers), revenue data, regional data and consumer behaviour