YouTube hits 1bn monthly-users milestone
Video streaming community gives credit to ‘Generation C’
YouTube now receives a billion unique visitors a month, the video streaming service announced on its blog.
The Google-owned service cited the marked change in content-consumption behaviour among Web denizens as the reason for its increase in traffic. In recent years the rise of social media and mobile technology has given birth to an age-independent demographic that media research company Nielsen refers to as ‘Generation C'.
"This generation is defined by the Internet, mobile, and social - consuming content when and where they want," YouTube explained.
The trend has led to a significant new revenue stream for Google. YouTube claimed that all of the Ad Age Top 100 brands are now running campaigns on its site.
"Gen C is a powerful demographic," YouTube said. "Not only are they cultural tastemakers, they influence $500bn of spending a year in the US. Yet they can be a hard-to-reach audience for brands. Gen C are 45% more likely to be light TV viewers, choosing instead to consume many forms of content across many screens."
YouTube also said it had been working with Nielsen to understand the new demographic. In a joint survey it was found that the amount of time Gen C dedicated to YouTube on smartphones was up 74% in 2012 from the previous year. According to YouTube, the survey also revealed that in 2012 the number of Gen C viewers who regularly watch YouTube on smartphones was reaching the same number as those tuning in on PCs. Sixty-seven per cent of Gen C is said to watch YouTube on two devices or more, compared to 53% of the general population.
The YouTube.com online service launched in late 2005 and is currently ranked by Alexa as the third most visited website on the Internet, behind Google.com and Facebook.com. The company announced yesterday that it would be running a limited MENA partner programme to allow account holders in Egypt, Suadi Arabia and the UAE to monetise their content.