How are young Europeans using YouTube?

Young Europeans mainly watch YouTube to learn new things and deepen their knowledge. And among their favourite topics are video games, with around three quarters of European Gen Zers and Millennials using the platform to learn more about this subject.

Seventy-two percent of 13-39 year-olds in Europe use YouTube to learn about video games, according to the YPulse “Who’s The Expert” survey of 2,500 respondents in the UK, France, Germany, Spain and Italy.

In Spain, almost four in five young people learn about gaming via YouTube, “making it the country where Gen Z and Millennials are the most likely to be inquiring about gaming on YouTube of all five countries in Western Europe,” the research points out.

In this area, YouTube is ahead of TikTok, where less than a third of young people find out about video games, the study says. From tips for bonus scenes to game brand channels, YouTube is the ultimate guide for gamers.

Moreover, there’s no noticeable difference between genders in this area, since “over two thirds of 13-39-year-old women in the region learn about video games on YouTube, making it the second most popular topic,” the research states.

Some 72% of young people go to YouTube to learn from tutorials in the form of DIY or “How to” videos. Nearly seven in ten members of Generations Z and Y (69%) go to the platform for cooking-related content, while 65% learn about skills and hobbies, 60% seek information on social media, 59% on IT, 53% on art and design, 53% on traditional school subjects and 50% on fashion and beauty.

A boon for brands?

Three in five young Europeans use YouTube to discover brands and products. YouTube’s influence in this field is such that even Google, despite its popularity, comes second to the platform. TikTok attracts only a third of those interested in learning about brands and products.

YouTube is proving to be a key resource for young people wishing to deepen their knowledge of brands and products. Unlike other platforms, such as TikTok, YouTube is favored for more in-depth and detailed analyses of products, often through explanatory videos or reviews.

For brands, having a presence on YouTube has become crucial. And fun and entertaining videos get the most attention on the platform.

Brands should therefore consider YouTube not only as an advertising channel, but also as a powerful educational and engagement tool for building customer loyalty. – AFP Relaxnews