Last week, we touched on the importance of YouTube’s celebrities and vloggers in the service’s decision to acquire FameBit. Today, we delve further into the significance of these content creators.

Around a quarter of YouTubers report watching celebrity videos or vloggers each month. Considering the reach of YouTube (9 in 10 are visiting the site each month outside China), the size of the audience that this corresponds to is pretty vast.

But it’s by age that we see the most striking trend: the younger you are, the more likely you are to be viewing this content, with as many as 1 in 3 16-24s now doing this. Little wonder that so many brands have been so keen on utilizing these channels to reach the much coveted younger demographic, then.

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Written by

Chase Buckle is the Trends Manager at GlobalWebIndex. Chase oversees GlobalWebIndex’s Trends team, who leverage the company’s research studies to unlock the most up-to-date understanding of the modern digital consumer.

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