Report: Users Expect Brands to be on YouTube - But Don't Want to See More Ads
According to a new report by Entertainment Media Research, a London-based media consultancy firm, YouTube users in the U.S. clearly see the popular streaming video site as the default destination for streaming video content. While the researchers found that users expect brands to have a presence on YouTube, however, most users also said that they did not want to see any additional ads on the service, and over 50% stated that they preferred the site when it was less commercialized.
Users Expect Brands to be on YouTube
Unsurprisingly, the report also concludes that YouTube is a perfect playground for marketers who are looking to engage teenagers and young adults. These users are extremely loyal to YouTube, and, according to this report, the majority of this demographic believes that it is a good thing that brands use YouTube. They also believe that brands who have a presence on YouTube are 'forward thinking and innovative.'
At the same time, though, users don't want to see any additional ads on the service, and over 50% of all the interviewed users said that they preferred the site when it was less commercialized.
However, it is also important to point out that a large number of users reported that they bought a product (both online and offline) after seeing it advertised on YouTube. Within the last year, 91% of all YouTube users interviewed for Entertainment Media Research's report said that they bought a product they saw advertised on YouTube within the last year.
Channels?
Teenagers are the most likely to subscribe to a YouTube Channel (15%), however, 58% of users have absolutely no idea what YouTube channels are about, and only 5% of all YouTube users have subscribed to a branded channel.
This, of course, is a problem for brands that start their own channels with the hope of creating lasting connections to consumers through channel subscriptions.
More Interesting Data:
This report's 300 pages are so packed with data, that we could probably write quite a few more posts about it, but here are a few facts that stood out:
- YouTube users, especially those under 19, are extremely loyal to YouTube; for 69% of all males 15-19 and 66% of all females in this age group, YouTube is the only streaming video site they ever visit
- 56% of all YouTube users have registered an account with the service (48% say they did so to watch 18+ videos)
- 29% of all YouTube users have uploaded videos to the site within the last three months
- 28% of all male users between 20 and 24 go to YouTube to watch commercials, and 43% of all 15 to 19 year old male users watch clips from video games
- the majority of YouTube users classifies itself as 'majority adopters' (44%); 33% consider themselves as first or early adopters, 17% as late adopters, and 6% say they 'never adopt'
- Sex sells: 34% of respondents complained that there are too many sexist videos on YouTube - at the same time, another 34% reported that they were disappointed when a video with a sexy woman or man in the thumbnail didn't actually contain any explicit sex
YouTube At Work
As we reported yesterday, some researchers have argued that using social media in the workplace can increase productivity. According to this report, only 3% of all YouTube users regularly use the site for work purposes (9% do so occasionally, and 13% rarely) with 59% who never use YouTube for work.
Those who do use YouTube for work, do so in order to learn more about a subject that's important for their business (48%), or to learn more about specific products (40%). Only about 16% of these users go to YouTube to find a supplier.
The majority of YouTube users clearly just go to the site to be entertained and watch Jonas Brothers clips, but even though only a relatively small group of users go to the site for educational purposes or to improve their business skills, this is still a very sizable market.
Comments
Comment threads on YouTube don't exactly have a reputation for encouraging deep, nuanced discourse, but the Entertainment Media Research report also investigated why users decide to comment on a story. Of all respondents, 73% report that they posted a comment because they liked a video, 52% because they wanted to show support for the user who uploaded the video, and 51% because they wanted to respond to another user's comments. Interestingly, only 32% said that they left comments because they really disliked a video.
Surprisingly, no user cited an innate urge to write "ROFL" or "lololololol. this is soooooo stupid" as a reason for leaving a comment.
Note: you can find more information about the methodology used by Media Entertainment Research, as well as information about how to get a free chapter from the report (and how to buy the full report), here.
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First, this survey points out that users don't want more ads. Not a shocker, but something significant that should be researched more often is users' tolerance level for ads. A survey of users desire for more ads is not a good indication of this since it isn't really empirical evidence. This is my own opinion, but I would think could be shared by many others: I love Hulu despite the 15-30 second ads every 10 minutes because I am willing to sacrifice (sometimes the ads are legit and it isn't a sacrifice) the ad-time for quality content. Let's see more research on this, and less on people's whimsical responses to a survey.
I think the Internet will at some point mature to a place where people understand that these web sites must produce revenue to keep from going six feet under. More targeted advertising that fits well with the delivered content (e.g. Hulu's ads) will be the norm amongst sites that rely heavily on ad revenue, and less emphasis will be placed on willy-nilly ways to make money like Google ads.
Btw, I think you mean "comment threads" and not "comment threats"? Actually a little confusing because threats happen on comments sometimes.
that is a good research reallyt thank you?
What would be interesting is to see if the report states what the users DID want to see from the brands' channel rather than what they don't want to see.
This is excellent feedback! Thank you.
I don't see why some one doesn't launch Youtube meets Linked in.More professional environment. Also some of the videos on Youtube are VERY helpful. There are thousands maybe millions of "how to videos". Very important market.
They serve an excellent purpose for a variety of niches. I wrote something recently called Some Point and Some Day marketing.
Some point marketing is a discovery of a need for change.
One day marketing is the day it begins to change.
There will be a professional Youtube (may be there I just havent seen it)soon. We are at the some point stage.
This is a must-read article for anyone wanting to understand the cultural dynamics of YouTube viewership. GREAT insights for "trendforward" agencies ready to play a role in developing relevant communications of the moment and driving the new paradigm of consumer/brand interaction.
twitter/michelletripp
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