YouTube Enthusiasts have an inherent affection for the YouTube platform but that doesn’t mean they exclusively desire only digital-based, snackable, UGC content, according to a VAB study.
In fact, YouTube Enthusiasts are video addicts that are highly engaged with content across platforms including long-form, professionally-produced episodic programming from ad-supported TV.
When thinking about these viewers, it’s important to understand that it’s not an “either/or” proposition between YouTube and TV but rather a desire for more content across platforms.
The VAB custom study, quantified the ways YouTube Enthusiasts demonstrate their commitment, engagement and passion for TV programming as compared to all Adults. The study then compared this behaviour to their engagement with original YouTube content.
The results revealed that YouTube Enthusiasts are: