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YouTube audiences hunt for nostalgia and how to videos, survey claims

YouTube audiences are increasingly relying on the platform for instructional videos and to relive their younger days, the Google-owned service has claimed in a survey released this morning.

“People are looking to be entertained, inspired and educated,” Caroline Oates, head of brand advertising at Google Australia told Mumbrella ahead of the release.

In the survey, which questioned over 2,500 Australian respondents, YouTube found millennial users were increasingly using the service to improve their skills.

“We found millenials were using YouTube, they were looking to upskill, sometimes professionally but also personally,” said Oates. “Some of things we saw them upgrading included graphic design, acting and photography.”

“They were using YouTube for videos of a ‘show don’t tell’ nature, where they watched and learned in their own way.”

Oates also claimed the younger demographics were inceasingly using the service as a news source. “They liked the way YouTube gave them a different viewpoint on current events.

GenX are also looking at building their skillsets but also reliving their childhoods with old music clips, TV shows and vintage sports highlights being popular. “They’re reliving parts of their childhoods,” Oates said.

YouTube’s announcement comes following last week’s Brandcast showcase in New York last week where the service outlined a range of new features for advertisers on the service, including extending the premium Google Preferred Lineups program to YouTube’s entire music inventory which will add Vevo, Sony and Universal to their offerings.

Another advertising feature announced at Brandcast was enhanced affinity segments, giving advertisers more detailed audience information.

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