In 2020, video remained the top performing format on social media and it looks like the trend is not about to stop. YouTube retains the top spot in the ranking of the most used video sharing platforms, with more than a billion hours of video viewed every day worldwide (YouTube, 2019).
All social networks combined, it occupies second place on the podium (Brandwatch). If you are still hesitant to communicate on YouTube, these few key figures will give you good reasons to get started.
YouTube numbers to know in 2020
- YouTube has a total audience of 2 billion users per month.
- In France, 46 million active users visit YouTube every month.
- In one year, the number of YouTube channels generating 6-figure monthly revenue has increased by 40%.
- This year, YouTube enabled brands to increase their brand awareness by 14%.
- 500 hours of video are uploaded every minute to YouTube.
YouTube’s global audience in 2020
YouTube’s influence crosses borders:
- In 2020, the social network recorded two billion active users every month, with several billion views every day (Oberlo).
- In one second, no less than 80,000 videos are viewed around the world.
- YouTube represents 37% of internet traffic. It is then placed in front of Facebook (8.4% of traffic).
- This was expected for 2020: the importance of mobile is only growing, with 70% of video content viewed on a mobile phone, and this, worldwide (Oberlo).
YouTube users in France
- In France, 46 million active users are identified each month on the social network (BDM).
- Among them, 39 million are 18 years of age or over (Médiamétrie). This difference between the monthly number of active users and the absolute value of major users is explained by a large proportion of connections from a young audience.
In 2020, the YouTube audience was distributed as follows:
- 20% of users are between 18 and 24 years old.
- 52% are between 25 and 49 years old.
- 28% of users are aged 50 and over.
Among these users, some very regularly log on to the platform to view video content from well-known creators, which they also follow outside of YouTube.
- Today, around 300 French creators have exceeded one million subscribers. By comparison, England has 410 and Germany 150.
- In the space of three years, the number of French YouTubers has doubled with more than a million subscribers. These figures are obviously linked to a number of users in perpetual growth, which therefore boosts the statistics of content creators, but which also creates in parallel an increasingly strong competition between them.
In general, many French YouTube users log on to listen to music. Music videos are the source of much of the traffic to the platform:
- 76 million music videos are viewed every day by French Internet users.
Today, the broadcasting of music videos on YouTube is official for players in the music industry. As such, YouTube shares part of the market with music streaming platforms such as Spotify, for example. On this point, French users demonstrate a certain chauvinism:
- In the top 100 songs listened to on YouTube, 75% come from French artists.
Revenue generated by designers and brands
In 2020, as in recent years, YouTube owes its skyrocketing statistics to the most consistent and loyal video creators. These of course have an important responsibility for the revenue generated by the platform. On this point, the figures are impressive. In one year, the number of YouTube channels generating 6-digit monthly revenue has almost doubled, with an increase of 40% (Brandwatch).
In the background of this constant progression: the evolution of influencer marketing activities. For a few years now, YouTube has been converted and professionalized – like many other social networks – in order to become a promotional space for brands, through the influence of content creators. It is therefore not surprising to note that the budgets allocated to the production of videos have been increased. Indeed, the brands which choose to invest the purely advertising space of YouTube are generally the winners and the advertising figures on YouTube are also experiencing a notable increase.
For their part, influencers also benefit from the social network to generate income. On average, a video creator whose channel is followed by 500 to 5,000 subscribers earns € 260 per video. For an influencer whose number of subscribers is greater than 500,000, the remuneration per video can go up to 3,200 € (Omnicore Agency). Nonetheless, monetization of views remains a minority lever for video creators wishing to earn income from YouTube. The platform indicates that it pays each video creator around € 0.40 for 1,000 views.
The key figures for advertising on YouTube
The growth of advertising on YouTube is obviously correlated with the growth in both the number of users and the traffic and uses of the platform.
- In 2020, advertising visibility on YouTube reached an average of 95%.
- A boon for the brands, which were able to benefit from an increase in their online awareness of around 14% for 66% of bumper-type campaigns.
- In this advertising format, a video is displayed at the start of viewing and the user can only ignore it after six seconds. Nine out of ten such advertisements increased internet users’ ad recall by 34%.
The average duration of uploaded videos
- The average length of a video displayed on the first page of YouTube is 14 minutes and 50 seconds (SEMrush).
- While more and more videos are uploaded to the platform (500 hours per minute in 2020 compared to 100 hours per minute in 2013), it also seems that video content tends to be longer and longer. For now, this trend is waiting to be confirmed by YouTube statistics for the next few years.