Insights Report
TV Preferred: Understanding YouTube Enthusiasts’ Affinity for Video Content

When it comes to video consumption, it’s about “more” not “either/or.” 

YouTube enthusiasts have an inherent affection for the YouTube platform but that doesn’t mean they exclusively desire only digital-based, snackable, UGC content.

In fact, YouTube enthusiasts are video addicts who are highly engaged with content across platforms including long-form, professionally produced episodic programming from ad-supported TV.

When thinking about these viewers, it’s important to understand that it’s not an “either/or” proposition between YouTube and TV, but rather a desire for more content across platforms.

This custom study quantifies the ways YouTube enthusiasts demonstrate their commitment, engagement and passion for TV programming, as compared to all adults. We then compare this behavior to their engagement with original YouTube content.

See below for results that may surprise you…

YouTube enthusiasts are:

  • More Emotionally Connected with TV: They are 22% more likely to feel personally connected to the characters on their favorite TV shows than to their favorite YouTube personality.
  • Dedicated to Prioritizing TV: They are 85% more likely to watch a TV program live as it airs than to watch a YouTube video as soon as it is posted.
  • Strong TV Advocates: They are 25% more likely to try and convince a friend to start watching their favorite TV program than their favorite YouTube personality.
  • Inspired to Purchase by TV: They are 51% more likely to purchase a product they saw while watching a TV program than one they saw in a video by their favorite YouTube personality.
YouTube Enthusiasts Are More Passionate About TV Programming Than Original YouTube Content
YouTube Enthusiasts Have a Higher Emotional Engagement With TV Programs Than They Do With Original YouTube Content
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