According to the YPulse “Who’s The Expert” survey, it has been revealed that young Europeans mainly use YouTube as a platform to learn new things and expand their knowledge. A significant area of interest for them is video games, with around seventy-two percent of European Generation Z and Millennials utilizing YouTube to further their understanding of this subject. The research surveyed 2,500 respondents in the UK, France, Germany, Spain, and Italy.
It was found that in Spain, almost four in five young people turn to YouTube to gain knowledge about gaming, making it the country with the highest percentage of young people inquiring about gaming on YouTube in Western Europe. This can be contrasted with TikTok, where less than a third of young people utilize the platform to gain information about video games. It shows that YouTube is a key platform for gamers, providing everything from bonus scene tips to game brand channels.
The study also found that there is no notable difference between genders in this area, as over two thirds of 13-39 year old women in the region also turn to YouTube to learn about video games, making it the second most popular topic.
Additionally, the study showed that seventy-two percent of young people use YouTube to learn from DIY tutorials or “How to” videos. Almost seven in ten members of Generation Z and Millennials turn to the platform for cooking-related content, while sixty-five percent learn about skills and hobbies, fifty-nine percent about IT, fifty-three percent about art and design, and fifty percent about fashion and beauty.
A boon for brands?
The survey also revealed that three in five young Europeans use YouTube to discover brands and products. It was found that YouTube has a greater influence than Google in this field, with TikTok attracting only a third of young people interested in learning about brands and products. YouTube is favored for its in-depth and detailed analyses of products, often through explanatory videos or reviews.
For brands, it has become crucial to have a presence on YouTube, as it is proving to be a significant educational and engagement tool for building customer loyalty. It is important for brands to consider YouTube not only as an advertising channel, but also as a powerful tool for customer loyalty and engagement. – AFP Relaxnews
