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

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

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