Swivel Business

YouTube Generation

By Natalie on May 05, 2008
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Overall, 27% of online video consumers say they watch or download video from YouTube, and of those who watch or download videos from more than one location, 29% say YouTube is the place where they view online video most often. Young adults are almost twice as likely to point to YouTube as a source for online video; 49% of video viewers ages 18-29 say they watch YouTube videos. MySpace garners a much smaller slice of the young adult audience (15% of viewers), but one that is still considerably larger than the segment who use cable and network TV sites (7%) or news websites (6%) as sources for video. Male viewers are more likely than female viewers to use YouTube (31% vs. 22%), but otherwise, men and women generally report the same levels of usage across every source they were asked about. Frequent viewers of online video also have a greater tendency to use YouTube; 39% of video viewers who say they watched an online video “yesterday” are users of YouTube compared with just 21% of viewers who did not watch “yesterday.”