Reports: YouTube

Browse all of our reports, featuring our analysts' expert insights and analysis of audience segmentation, emerging trends and technologies, value chains, market shares, predictions and more – backed by our proprietary survey data and bespoke models & forecasts. Become a subscriber to get new ones every month, or just pick one to get started.

Social video
TikTok sets the pace

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Richard Broadhurst
YouTube
digital natives
Facebook
Social video is optimising lean-through engagement for digital natives, with simple editing features, filters, and music. Value for younger digital natives (those aged 16-19-years-old) lies in co-creation, sharing and liking. User-generated content (UGC) creation has contributed to the success of short-form video, as users seek to have an impact within social media ecosystems through creating and sharing unique experiences.
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Beyond broadcast
How digital natives will reboot sports content monetisation

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Srishti Das
YouTube
Amazon
Instagram
Global broadcast deals are being renegotiated in the context of expiring rights, evolving digitally native, younger audience engagement and increased competition for attention. With only 6% of 16-19-year-olds watching live sport across OTT platforms and linear TV, Gen Z is slowly finding new ways to engage with sports through social media highlights and fantasy sports.
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Sci-fi video fan consumer snapshot, Q2 2021
US, Canada, Australia, UK, Germany, France, Sweden, South Korea, Brazil

Cover image for Sci-fi video fan consumer snapshot, Q2 2021
Tim Mulligan
Video
YouTube
Amazon
This slide deck presents sci-fi video fan consumer demand covering video services, live TV viewing, binge viewing, device viewing, YouTube consumption, and leading video services by WAU penetration. The accompanying dataset includes the demographic breakdown for each segment by age (16-19, 20-24, 25-34, 35-44, 45-54, 55+), by distribution (absolute numbers of consumers), and by penetration (percentage of engagement for each activity).
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Addressable creator markets
An opportunity with many layers

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Mark Mulligan
Apple
Apple
Artists
The music creator tools space is undergoing a change that is simultaneously renaissance and transformation. The creator culture boom has driven an unprecedented degree of investment and investor interest. However, because the music creator tools space is a collection of diverse products and services, an underlying challenge has been how to identify exactly what the total addressable market (TAM) is.
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Addressable creator markets
An opportunity with many layers

Cover image for Addressable creator markets
Mark Mulligan
Apple
Apple
Artists
The music creator tools space is undergoing a change that is simultaneously renaissance and transformation. The creator culture boom has driven an unprecedented degree of investment and investor interest. However, because the music creator tools space is a collection of diverse products and services, an underlying challenge has been how to identify exactly what the total addressable market (TAM) is.
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Ad strategy in a digital-first environment
Rethinking acceptance, tolerance and effectiveness

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Hanna Kahlert
Spotify
YouTube
SoundCloud
Digital-first behaviours and the proliferation of choice have caused underlying changes to how consumers perceive and respond to brands. Brand loyalty has been replaced by content fandom. Frictionless service-switching and overlapping subscription now clashes with high-value content moving between platforms in short time frames and across differing geographies.
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Games subscriptions
Early market leaders and consumer profiles emerge

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Karol Severin
Consumer behaviour
Apple
YouTube
As games subscriptions grow, understanding gamers through the lens of their subscriptions becomes crucial. Monitoring the growth of games subscription services and the behavioural makeup of segments that emerge with them is becoming increasingly important for developers and publishers alike – be it to make decisions around platform prioritisation and planning, or localising and laser-targeting marketing campaigns.
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