You may already know that YouTube is the second largest search engine in the world, second only to Google Search.
However, with the pandemic caused by Covid-19, and the need to spend more time at home, some habits regarding the use of the platform have changed – people started to watch YouTube videos on their TV sets! In Brazil, more than 40 million people are watching YouTube on television, according to data released by the company itself on Think with Google.
Keep reading and understand a little more about the subject!
Youtube: pandemic changed consumer habits
We know that the lives of people around the world have changed since the beginning of the pandemic. We have had to spend more time at home and find other ways to consume what we like – whether it’s a video of physical activity, or even a recipe for that dish from your favorite restaurant to make at home.
Segments such as sports and gaming have also seen a significant increase in video consumption. This shows a trend towards longer video formats, also confirmed by the success of channels that are producing content in podcast format, where the setting resembles a radio studio and the broadcast is also made to various audio platforms.
Internal data from YouTube (2020) proves that the pandemic has changed consumption habits not only among Brazilians, but also among people around the world.
The use of YouTube on TV sets has seen significant growth:
- In Brazil, there was a 120% growth in watchtime on connected TVs, and more than 40 million people are watching YouTube on their television sets.
- In the United States, this number is even higher: more than 100 million people watch YouTube on television.
And if you’re trying to understand why this increase is happening, let us explain!
Suspended events
The suspension of sporting events in 2020 led sports fans to turn to replays of championships on YouTube and live broadcasts of games gained a lot of traction.
Sports video watch time — excluding live content — increased by more than 65% in July 2020, compared to the same month in 2019.
Liverpool is a great example: in just one month, they had over 5 million views on videos with “replay” in the title!
Mind and body care
Whoever hasn't freaked out a little bit about the new reality, throw the first stone! lol
And, to help with this, people turned, once again, to YouTube! There has been a 215% global average daily increase in YouTube uploads with the words “self-care” in the title. And TV is part of that!
To do yoga and meditation exercises, the television set was used, registering an increase of more than 180% in the time spent watching videos related to these areas on TV.
In fact, with gyms closed, there has also been an increase in demand for videos to train at home.
According to internal data from Google (Google Consumer Survey), 28% of Brazilians exercise at home. The term “workout at home with me” also saw a 55% increase in views on YouTube (source: Youtube Data Global).
“DIY” or, in Portuguese, do it yourself
With more time at home and unable to go out, why not learn something new, like a cake recipe?
After all, cooking tutorials have become one of the most popular categories on YouTube in the period we are living in.
Do-it-yourself videos have been booming on platforms, especially when watched on TV sets!
If we compare July 2019 to July 2020, viewing time on TV sets has more than doubled!
Online games: a great alternative to pass the time
Are you bored at home? Online games were one of the solutions!
This was also one of the most accessed content on YouTube in 2020, whether with gaming tips or videos of people playing online.
The game Among Us, for example, was very popular on the platform. In September 2020, the theme had 4 billion views!
YouTube: How did the marketing strategy work during the pandemic?
With the increase in demand for videos at the moment, smart brands were the ones who used the right strategies on the platform to stand out!
Many companies have invested in ad personalization, connecting with their audience in a more human way.
And how did this work? Instead of the ads interrupting the videos, they served as a complement to the content! And Samsung did this very well, in the advertisement for the new Galaxy Note10.
They noticed an increase in demand for “how-to” videos and started advertising to help. For their target audience of gamers, for example, they invested in ads with gaming tips.
This proposition led to an incredible 557% increase in viewer consideration and nearly 900 visits to Samsung stores!
Youtube: an excellent digital marketing strategy
In January 2021, YouTube appeared as one of the five most used social media in the world!
With over two billion users, we are almost certain that your customers (or potential customers) consume content on the network.
Therefore, the youtube marketing has been much talked about in the world of digital marketing. It is an excellent strategy to consolidate an authority in the area, increase your engagement, and strengthen your branding, since more people will have contact with the company.
Youtube: how does it work?
The network has been a success since its launch in 2005 because it brings together the best of both worlds: search results + videos!
And look, its functionality is very simple to understand: after recording the video, you need to have a Google account to upload the file to YouTube and make it available for the public to watch. Thousands of content producers around the world use the network to transmit information on the most diverse topics.
What about your company? Are you already investing in this platform that is only growing? Know that although it works simply, it is essential to think strategically to be successful with the media.
Count on us in this process!