Online video trends to inform your 2017 media plan | The Insight Files |

Consumers are spending more time on more devices with more focus and passion for online video than ever. Here's the latest data from Google on YouTube's role in this landscape:


  • On mobile alone, in an average week, YouTube reaches more 18-year-olds during prime-time TV hours than any cable TV network.
  • For their favourite content, one screen isn't enough with 85% of adults aged 18-49 using multiple devices at the same time. In fact, two-thirds of YouTube users watch YouTube on a second screen while watching TV at home.
  • Half of 18- to 34-year-old YouTube subscribers would drop what they're doing to watch a new video by their favourite creator.
  • Advertisers on prime-time broadcast TV could have reached 56% more 18-49-year-olds by also advertising on YouTube.