What Are 2015 High School Grads Glued to This Summer? YouTube - eMarketer

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What Are 2015 High School Grads Glued to This Summer? YouTube

YouTube most popular video service among recent high school grads

July 14, 2015

As they enjoy their newfound freedom and prep for the next life stage, 2015 high school graduates are likely kicking back with YouTube this summer. According to June 2015 polling by Niche, YouTube had the widest reach among recent high school grads in the US out of all services studied—from social networks and mobile messaging apps to digital radio and other video services—used by 95.2% of respondents, vs. 86.0% for second-place Facebook. Among video services specifically, Netflix came in second, with 77.3% penetration.

Video Services Used by 2015 US High School Graduates, by Frequency, June 2015 (% of respondents)

As such, YouTube dominated other video services in daily usage. The majority of respondents accessed the platform at least daily, with 41.0% doing so multiple times a day. Netflix ranked second for daily usage, at 39.3%. No other video service came close, with just over a fifth of respondents logging on to a cable network website or app, such as FX, Bravo TV or Comedy Central, once a day or more.

eMarketer estimated in March 2015 that this year, YouTube net US ad revenues from banners, rich media, search and video placements would reach $2.22 billion, representing annual growth of 45.0%. However, advertisers targeting these recent high school grads on YouTube, as well as teens in general, may want to pass on standard formats. In Defy Media research from 2014, 61% of US teen internet users said online videos on YouTube, social networks and the like had ads they could easily ignore. Instead, influencers can help, as Defy found that YouTubers fueled purchase intent among teens.

Video consumption is high among teens. eMarketer estimates that this year, 22.5 million 12- to 17-year-olds in the US will watch digital video content via any device at least once per month, representing 93.0% of internet users in the age group.


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