YouTube has released its annual Culture & Trends Report in conjunction with VidCon, one of the biggest events in the online video industry. Based on research in 140 countries, this is an interesting snapshot of some of the changing trends on YouTube, even if music isn’t a particular focus.
Findings include that 47% of Gen Z have “watched videos created by fans of specific content, artists or celebrities” in the past year. This is his useful picture of the importance of user-generated content in 2023, but there are even bigger numbers here. 82% of online 18-44 year olds have posted video her content online in the past year.
(This applies to all platforms, not just YouTube. In fact, the report specifically mentions Instagram Stories, TikTok, and Snapchat, in addition to YouTube as an example.)
Fan culture can also be seen in the survey, which found that 54% of those surveyed prefer to see creators explain major events rather than the event itself (such as the Oscars or Grammys). Whether an event is an award, a festival, or a new song release, here’s something for the music industry.
Elsewhere, the report unsurprisingly backs up YouTube’s current multi-format push, noting that 87% of people have watched at least four content formats offered by YouTube in the past year. I’m here. Survey options included long-form and short-form videos. , livestreams, podcasts, and TV streaming videos.
YouTube’s report also praised the growth of videos powered by generative AI and vTubers (virtual YouTubers), with 60% of those surveyed saying they were “willing to watch content from creators who use AI to generate content.” It is.” 52% have watched his vTuber in the past year, and videos related to or used generative AI tools, he will have over 1.7 billion views on YouTube in 2022.
This is YouTube’s own report, all positive. If you’re looking for a little bit of a keen eye on online video trends, talent representing one of YouTube’s biggest stars, Jimmy ‘Mr. Beast’ Donaldson. We recommend his LinkedIn post by Daksha.
Here’s a note on “The State of the Creator Economy” that addresses some of the more worrying trends.
“YouTube’s CPMs across Night creators are down by up to 10% year-over-year. We’ve also seen brands withdraw from direct contracts with creators over the last few years, including major spenders.” Dakshare warned, adding that he was “cautiously optimistic” that spending would increase over the remainder of 2023.
The memo also states his thoughts on YouTube in particular. “Long-form viewing on YouTube is far more valuable than short-form viewing on any platform. It doesn’t always lead to loyalty,” he wrote.
Duchscher is also pretty cool on TikTok. “We believe regulatory risks will only increase as the 2024 election approaches,” he said.
“Recently, TikTok’s focus has shifted to specific niches, leading to the waning influence of first-generation stars. TikTok still has a huge audience and meaningful opportunities, but it’s important to note that creators have long-term We believe that we cannot rely too heavily on TikTok to build a strong business.”
