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

Report by Tim Mulligan
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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            the top            most subscribed YouTube            is            million
  • Music Artists            the most valuable category in            top            channels
  • Three of            five global regions have music            content as their most popular            by views
  • North America            dominates with            million channel subscribers                       billion views
  • Asia has            highest ratio of views to            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 musicĀ             of consumers do not skip pre-rollĀ 
  • Only            of            will pay for exclusive YouTube           

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