According to the first Culture & Trends report on Google’s own video site released on Monday, developers on YouTube were getting older and more global, largely due to the pandemic.
YouTube said in the report, “YouTube’s more than a billion hours of daily playtime provides an unprecedented window into the state of culture around the world. It is a window that has a lot to offer us in a year marked by a pandemic, the economic uncertainties and the racial inequalities that go with it. “
The report was divided into three sections.
The archetype of the creator
YouTube found that 58% of people are open to digital content created by developers of all ages.
When baby boomers or those born between 1946 and 1964 look for information online, they increasingly turn to YouTube, as 78% of that age group admitted they still have a lot to learn.
A growing number of baby boomer developers emerged around the world this year, and beauty tutorials were a popular topic for this age group, with the number of videos in the topic increasing by nearly 50%.
An emerging trend in Japan was VTubers, virtual YouTubers brought to life through motion capture technology and producing voice actors as animated avatars. They combine elements of game, animé and idol culture as well as videos with a variation of “virtual YouTuber” in the channel description, which averages more than 1.5 billion views per month.
Rap music became mainstream among indigenous creators in Latin America, and according to YouTube, six of the best indigenous creators in Ecuador alone received over 100 million views during the year.
“Cowatching” provided a safe way for people to meet for “live” events during quarantine. A virtual concert by Travis Scott in the video game Fortnite drew more than 12 million fans.
When live sports resumed, mostly in empty stadiums and arenas, the cowatching trend continued with watching parties on YouTube.
Community activism and civic duty also spurred YouTubers to action, especially K-pop fans.
And when the Brazilian government asked citizens to stay home, YouTubers in that country switched on music live streams with the hashtag #comigo (with me) in record numbers.
Developing new skills helped many YouTubers weather the pandemic, as videos with variations of “beginners” in the title have been viewed over 7 billion times and the average daily views of these videos have increased by more than 50% since March 15.
YouTube wrote: “Until early summer, when protests against racial injustice spread around the world, people became enthusiastic about online videos as a way of questioning history and exploring identity. and call for advocacy, association and action. “
In the first 10 days of June alone, video views related to Black Lives Matter more than quadrupled year-on-year, and YouTube viewers searched for information about the Black experience in different countries (including Germany, Hungary, Japan, USA) Netherlands and USA) and industry (including art and technology).
In the first week of June, views of videos titled “How to be an Ally” increased 23% over the entire month of May compared to viewership.
YouTube explained what the uncovered trends mean for brands: “The behavior of YouTube watches that we have seen this year is the result of real human needs being met in unconventional ways through technology and creativity. Whether the motivation was connecting to the community, finding resources to stay resilient, or looking for new ways to be seen and heard, audiences and creators have shown us that adversity drives innovation. To make an impact in 2021, these evolving needs must continue to be met in creative ways that YouTubers and their viewers have been looking for. “