ContentConsumers go to YouTube for uplifting content during COVID-19

Consumers go to YouTube for uplifting content during COVID-19

Channel Factory Consumer Survey reveals contextual opportunities for brands. People are relying on YouTube for positive videos on DIY, cooking, and more.

30-second summary:

  • In recent research, Channel Factory, a global technology platform, asked more than 1000 US consumers to share their YouTube activity in the recent weeks of social distancing as a result of the COVID-19.
  • People are flocking to YouTube for uplifting and mood-enhancing content.
  • 80% of respondents go to YouTube to improve their mood.
  • 69% find the platform’s content more uplifting than other channels.
  • Over 70% of respondents want ads that both boost and align with their mood.

Channel Factory Consumer Survey sheds light on contextual opportunities for brands.

Channel Factory, a global technology platform, announced the results of a new survey that shows how people are flocking to YouTube for uplifting and mood-enhancing content. Entitled ‘Content consumption & consumer sentiment amid the Coronavirus pandemic’, the survey asked more than 1000 US consumers to share their YouTube activity in the recent weeks of social distancing as a result of the COVID-19 virus.

Consumers go to YouTube to improve their mood

Channel Factory found that the vast majority of consumers go to YouTube to improve their mood and find uplifting, helpful and educational content. The survey also found that respondents felt that YouTube offers more contextually relevant content based on what they wanted to see.

  • 80% of respondents go to YouTube to improve their mood
  • 69% find the platform’s content more uplifting than other channels

While 33% of respondents go to YouTube for COVID-19 content specifically, many more are watching a broad variety of mood-boosting videos:

  • 48% are watching entertainment videos
  • 48% are watching music-related content
  • 33% are consuming comedy
  • 31% are looking at videos about DIY
  • 29% are feasting on cooking-related content

Jed Hartman, Chief Commercial Officer at Channel Factory, said,

“YouTube is delivering both meaningful and useful content for its viewers as we all spend time at home. From entertainment and comedy to fitness and cooking, people feel that YouTube is helping to entertain, accomplish tasks and boost their moods.”

Survey respondents were very positive about advertising’s role

The research also points to a significant opportunity for brands to find positive and uplifting contextually targeted inventory on YouTube. From fitness and comedy to cooking and crafting, YouTube’s surge in traffic goes far beyond topics directly related to the pandemic. When asked specifically about YouTube advertising, survey respondents were very positive about the role advertising plays on the site:

  • Over 70% of respondents want ads that both boost and align with their mood
  • 29% of participants expect ads to be relevant to the content they’re watching

Jed Hartman further added,

“Right now, advertisers have a unique opportunity to reach their audience on YouTube with highly targeted contextual placements at a low cost. Our research concludes that the shift in consumer patterns and desire to engage with uplifting content on YouTube gives brands the opportunity to engage in a high-quality environment with a highly engaged audience.”

About Channel Factory

Channel Factory is a global technology and data platform that sits at the crossroads of brand suitability and performance, turning YouTube’s five billion videos and 500 hours per minute of new content into brand-suitable, efficient advertising opportunities.

Channel Factory has offices across the USA and is present in over 30 countries worldwide including the United Kingdom, Sweden, Norway, Denmark, Finland, France, Germany, Spain, Australia, Hong Kong, and Singapore.

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