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Learn More →YouTube Demographics H2 2026
Who Watches, How They Use It, and Where Marketers Can Connect
About This Report
YouTube is converging social media, streaming TV, digital audio, and product discovery in one platform. But how audiences use it depends on who is watching.
YouTube’s expansive reach masks important differences in how audiences use the platform. This report examines how viewing habits and opportunities vary by generation, race and ethnicity, and gender.
This deck covers:
- YouTube’s growing role across social media, streaming video, and digital audio
- Generational differences in reach, time spent, content, and product discovery
- Viewing patterns and marketer opportunities by race, ethnicity, and gender
authors
Paola Flores-Marquez
Contributors
- Blake Droesch
- Senior Analyst & Director of Client Value
- Bill Fisher
- Principal Analyst, UK
- Na Li
- Director, Primary Research
- Emma Noyes
- Senior Graphic Designer, Data Visualization
- Jennifer Pearson
- VP, Research
- Natalia Ramirez
- Forecast Analyst
- Heather Sprung
- Director, Report Editing
- Sakina Thanawala
- Copy Editor
- Matt Torpey
- Senior Data Visualization Editor
- Emman Velasco
- Data Visualization Editor
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