Analyzing YouTube’s Social Audience After 10 Years of Videos

In celebration of YouTube’s 10 year anniversary since its first uploaded video, we decided to compile and analyze historical data from users talking about the video-sharing website on social media over the past 5 years. Here is what we found:
Who are they? And where are they from?
YouTube Audience Demographic Analysis
Post volume from the past five years
YouTube Twitter Post Volume

  • 111.1+ million posts from April 23, 2010 – April 22, 2011 (815% increase in post volume)
  • 250.6+ million posts from April 23, 2011 – April 22, 2012 (204% increase in post volume)
  • 490.6+ million posts from April 23, 2012 – April 22, 2013 (40% increase in post volume)
  • 538.0+ million posts from April 23, 2013 – April 22, 2014 (2% decrease in post volume)
  • 667.8+ million posts from April 23, 2014 – April 22, 2015 (45% increase in post volume) 

When do users talk on social media about YouTube? 
From March 2010 to March 2011, most users mentioned YouTube on Twitter between 8PM and 10PM, and from March 2014 to March 2015, volume begins to rise much earlier in the day, around noon, and reaches its peak between 9PM and 10PM. 
Most retweeted posts 
From 2010 to 2012, Justin Bieber had the most retweeted tweet mentioning YouTube. From 2012 to 2013, Liam Payne, a member of One Direction, held the top spot. YouTube celebrity Meredith Foster has held the most retweeted spot the past two years, with over 112,000 retweets for the most recent time frame analyzed.

 


What are the interests of these users?
We explored the interests of people talking about YouTube on social media from March 2010 to March 2015 with our Affinities™ tool and found that they are:

  • 260 times more interested in the Indianapolis 500 than the overall Twitter population
  • 60 times more interested in blogging than the overall Twitter population
  • 46 times more interested in celebrities than the overall Twitter population
  • 39 times more interested in Ubisoft than the overall Twitter population
  • 26 times more interested in Nick Cannon than the overall Twitter population

YouTube Audience Affinities Analysis
Key takeaways: 

  • From 2013 to 2015, Japan climbed the ranks from being the 4th country with the largest volume of conversation around YouTube to the 2nd country, just behind the U.S.
  • California and New York have maintained the highest volume per year on Twitter. Their share of voice has increased from a collective 26.7% during the 2010 to 2011 date range, to 37.4% of the overall share of voice during the 2014 to 2015 date range analyzed.
  • Since 2010, the percentage of females mentioning YouTube on Twitter has decreased by 4%
  • The majority of these social users are either 17 years old and below, or 35 years old and above.
  • Meredith Foster, a Beauty and Lifestyle blogger, had the most retweeted tweets mentioning YouTube from 2013 to 2015.
  • Since March 2010, the day with the single largest volume of posts was November 3rd, 2013, due to conversation around the YouTube Music Awards (3.1+ million posts)
  • Overall, the total post volume mentioning YouTube on Twitter has seen a 1,267% increase since March 2010.

To learn more about how Crimson Hexagon’s ForSight platform can provide historical analyses for your business, schedule a demonstration of our product today.

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