50+ YouTube Stats Every Video Marketer Should Know in 2022

YouTube has experienced explosive growth since it was founded in an office garage in 2005 and has since opened up avenues for brands and content creators alike.

Check out these 2022 YouTube stats about the platform’s mobile usage, demographics, subscriber growth, ROI, and history.

General
Content
ROI and Usage 
Mobile
Demographics
Subscriber Growth
Usage
History

YouTube Stats Every Video Marketer Should Know in 2022

General YouTube Stats

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Over 500 hours of video are uploaded to YouTube every minute. (Statista)
Over one billion hours of videos are watched on YouTube every day.
“Baby Shark Dance” by Pinkfong Kids’ Songs & Stories is the most watched video on YouTube, with over 11 billion views since 2016.
YouTube has more than 2 billion users.
Based on a custom Nielsen meta-analysis, a full-funnel YouTube strategy drives 10% higher ROI compared to awareness advertising alone. (Think with Google)
A recent study shows that YouTube advertisers see Awareness formats driving 28% of their conversion assists. (Think with Google)
75% of people surveyed say advertising in YouTube videos makes them more aware of new brands or products,1 while 70% of them say they bought a brand as a result of seeing it on YouTube (Think with Google)
A 2021 Google study found that on average, YouTube full-funnel advertisers see their awareness campaigns drive reach that is 75% more incremental than their action campaigns. (Think with Google)
51% of U.S./UK consumers use YouTube to research or find products to buy. (GWI)

YouTube Content Stats

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65% of Gen Z agree that content that’s personally relevant to them is more important than the content that lots of other people talk about. (YouTube)
There were more than 65 billion views of videos related to ASMR in 2021. (YouTube)
76% of Gen Z agree that YouTube has the most content that lets them deeply explore topics they are interested in. (YouTube)
82% of Gen Z have used YouTube to watch content in order to feel nostalgic. (YouTube)
83% of Gen Z have used YouTube to watch soothing content that helps them relax. (YouTube)
78% of people agree that they use YouTube because it serves them with content that’s personally relevant to them. (YouTube)

ROI and Usage by Marketers

YouTube channels with 100K-1M followers have the highest engagement rate. (Influencer Marketing Hub)
On most social platforms, engagement rates usually trend down as follower count grows. On YouTube, the opposite is true. The average engagement rate on YouTube for content creators with over 1 million followers is 4.06% while the average rate for those with 1K to 5K followers is only 2.04%. (Influencer Marketing Hub)
77% of video marketers use YouTube to host videos. (HubSpot Blog Research)
When asked which social media platform offered the highest engagement rate, 500+ marketers ranked YouTube second highest. (HubSpot Blog Research)
YouTube is the most widely-used platform among video marketers used by 88%. (Wyzowl)
56% of marketers surveyed in 2022 say YouTube offers the biggest ROI, ranking #2 behind Instagram. (HubSpot Blog Research)
Marketers plan to invest the most in YouTube in 2022. (HubSpot Blog Research)
27% of marketers surveyed in a Video Marketing Report say they plan on investing in sharing videos on YouTube more than any other platform. (HubSpot Blog Research)
YouTube ranks second highest in generating leads when sharing marketing videos behind Instagram. (HubSpot Blog Research)
44% of influencers leveraged YouTube for their campaigns in 2021, up 8% from 2021. (Influencer Marketing Hub)

YouTube Mobile Stats

21.2% of the global traffic on YouTube in 2021 came from mobile devices. (Statista)
More than 70% of YouTube watch time is generated from mobile devices.
In Q2 of 2021, mobile devices accounted for 63% of YouTube viewing time worldwide. (Statista)
In 2020, YouTube was the fourth most popular IOS app after ZOOM, TikTok, and Disney+.
in December 2021, 72% of respondents aged 18 to 34 years used their smartphones to watch online video content weekly. (Statista)

YouTube Demographics Stats

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Millennials trust YouTube more than any other generation. (HubSpot Blog Research)
81% of U.S. adults say they use YouTube in 2021, up 8% from 2019. (Pew Research)
YouTube attracts the most visitors from India, the United States, and Indonesia. (Statista)
YouTube is the second most visited website in the world. (Hootsuite)
82% of U.S. adults who identify as male report using YouTube. (Pew Research)
YouTube is available in more than 100 countries.
YouTube is available in 80 languages.

YouTube Subscriber Growth Stats

YouTubers collectively earned a record-breaking $300 million in 2021, up 40% from the previous year. (Forbes)
T-Series, a Hindi music channel, is the most popular YouTube channel with 171 million subscribers, followed by PewDiePie with 109 million subscribers.
The most popular branded YouTube channel is LEGO, which has over 10.04 billion views. (Statista)

YouTube Usage Stats

YouTube is the world’s second-largest search engine. (Search Engine Journal)
Viewers are four times more likely to use YouTube to find information about a brand, product, or service (versus other platforms). (YouTube Ads)
YouTube is the second most visited website behind Google.
YouTube users collectively watch over 1 billion hours of content daily.
The majority of the most popular YouTube videos are music videos.
70% of viewers say that YouTube makes them more aware of new brands. (YouTube Ads)
Viewers say they’re twice as likely to buy something they saw on YouTube. (YouTube Ads)

YouTube History Stats

“YouTube.com” was activated on February 14, 2005.
“Me at the zoo” was the first video uploaded to YouTube on April 25, 2005.
Google purchased YouTube for $1.65 billion on October 9, 2006.
YouTube launched InVideo ads in December 2007.
YouTube streamed the United States presidential debates for the first time in 2012.
One of the youngest successful YouTubers is Ryan ToysReview, who is a 8-year-old boy who makes $22 million a year and has 22 million subscribers.
The song “Gangnam Style” which surged in popularity in 2014 broke the video’s view counter.
The first YouTube video to reach 1 million views was a 2005 Nike ad featuring football star, Ronaldinho.
The YouTube video that received the most views in 24 hours is BTS’s “Dynamite” music video, which attracted 101.1 million views in a single day.
The most liked video on YouTube is the music video for the song “Despacito” by Luis Fonsi featuring Daddy Yankee, with over 49 million likes.
YouTube’s own YouTube Rewind 2018 video is the most disliked video on the platform. It has received over 19 million dislikes and owns an 86.60% dislike percentage.

Editor’s note: This post was originally published in February 2019 and has been updated for comprehensiveness.

The Best Video Marketing Channels to Grow Your Brand in 2022

Video marketing isn’t “quick.” On average, it takes 2 weeks to create a video from start to finish.

To get the most traction out of your work, it’s essential to pick the best video marketing channels to leverage. However, since most social media channels are pivoting to video, it’s hard to know which ones are worth your time.

Here, we’ll list the best video marketing channels for your long-form, short-form, and live videos — based on ROI, engagement, and lead generation.

Best Channels for Long-Form Video

1. YouTube

In the social media sphere, YouTube feels like a steady ship in choppy water. In fact, it’s nearly impossible to talk about video marketing without mentioning the behemoth that is YouTube.

Launched more than a decade ago, YouTube has kept a competitive edge against new players in the field, like TikTok and Instagram. But it’s not just an entertainment hub — it’s a powerful marketing tool.

According to a HubSpot Blogs report of 500+ video marketers, almost half (48%) of marketers plan to increase their investment in YouTube this year.

Participants also ranked YouTube as the second best platform for ROI. While many marketers find success on YouTube for different reasons, its large user base (2.6 billion active users, to be exact) and advanced ad targeting certainly help.

If you’re looking for the best place to host your long-form videos — like product demos, Q&As, behind-the-scenes content, and more – YouTube may fit the bill.

Check out this article to see how brands are getting creative on YouTube in 2022, plus this guide on YouTube marketing 101.

2. Instagram Video

Video marketing is no small feat — it’s an investment in time, money, and effort. So if you’re looking to get the most bang for your buck, here’s one stat you need to know: 65% of video marketers say Instagram has the best ROI of any other platform.

Here’s more good news: 64% of video marketers say Instagram also has the best engagement and lead generation out of any other social platform. 

All this to say, if you’re looking to engage with your audience, build a community, and nurture brand loyalty with video, Instagram deserves a chance on your marketing roster.

Best Channels for Short-Form Video

1. TikTok

Since launching in 2016, TikTok has seen a meteoric rise, cementing itself as a powerhouse for short-form video while keeping more mature platforms, like YouTube and Facebook, on its toes.

Despite its popularity, some marketers initially dismissed TikTok as a platform for lighthearted dancing and lip-synching — and nothing more. But in 2022, things have changed.

According to a 2022 HubSpot Blogs report of 500+ video marketers, participants ranked short-form videos as the most engaging and effective type of content today — and TikTok is their platform of choice. In fact, 54% of marketers plan to increase their investment in TikTok this year.

When it comes to engagement, TikTok secures third place behind YouTube and Instagram — which is impressive considering its relative “newness.” Also impressive: the average user session on TikTok is 10.85 minutes — far exceeding any other social platform. In short, users are engaged.

TikTok also falls into third place for ROI, closely trailing YouTube and Instagram.

Despite its quirkiness, TikTok has become a viable marketing option for those willing to get creative — and these stats prove it. To learn more about TikTok marketing, check out this helpful guide.

2. IG Reels

Instagram’s answer to TikTok is here, and it’s called Reels. Reels are short videos that users can film, edit, and share on the app.

While you can create short-form content on a number of platforms, Reels has one major advantage: its discoverability. They appear on the platform in various places, from the Explore page to a user’s feed.

Since Reels are heavily promoted on the platform, the feature is almost unavoidable — sometimes to the chagrin of users. In fact, 91% of active Instagram users say they watch videos on Instagram at least once a week.

For marketers, Instagram is a great option if you want to play with multiple content formats — like carousels, Reels, Lives, and Stories — while capturing the attention of an already engaged audience.

Best Channels for Live Video

1. YouTube Live

With its massive user base, reach, and diverse audience, YouTube Live is an appealing option for your streaming needs.

It’s also a great time to get started: YouTube is currently expanding its live stream features, including Super Chats and Super Stickers, membership gifting, and more. These features enable greater engagement with your audience and additional monetization avenues.

YouTube also provides powerful analytics on live videos. Check real-time analytics like concurrent viewers, likes, and chat rates, as well as post-stream stats like new subscribers, total watch time, and more.

2. Instagram Live

Did you know Instagram captures 13% of all live stream viewers on social media? 

With Instagram Live, you can stream from anywhere — and invite guests to join your stream. There’s plenty of opportunity for engagement: viewers can send emojis, write comments, and send donation badges.

Additionally, when you go live on Instagram, your followers receive a notification to tune in so your stream won’t get lost in the crowd — which is more likely to happen on YouTube or Twitch.

3. Facebook Live

Like YouTube, Facebook boasts a massive audience spanning multiple age groups, although Millennials take up the largest share.

Facebook Live is an excellent option if you’re already active on the platform and have a healthy following. But if you’re still growing an audience, fear not — you can go live from a personal profile, page, or even a group.

With Facebook Live, you can edit previously recorded streams, chat with users using the live chat feature, and schedule your streams in advance. However, keep in mind that Facebook limits your stream length, and your monetization options aren’t as robust as other platforms.

But what about Twitch?

It feels odd to exclude Twitch from a conversation about live streaming. That said, marketers report low engagement and ROI on the platform, and only 10% of marketers plan to leverage Twitch for the first time this year. Additionally, Twitch is highly saturated with gamers – so if that’s outside your niche, it’s worth exploring other options.

Back to You

It takes time, money, and energy to create videos — making it imperative to find the best home for your content. Start by defining your goals — such as lead generation, engagement, or brand awareness. Once you nail down your goals, it’s easier to pick the platform that can achieve them.

Back to the Office? Remote and Hybrid Employees Would Rather Quit [Data from 1000 Consumers]

Remember when we used to wake up bright and early and commute to the office five days a week?

Thinking back, it feels like a distant memory of a time before Covid-19. But for some workers, the days of rolling out of bed and hopping on a computer from the comfort of home could be coming to an end.

With the pandemic winding down, many companies like Apple and Google are going for a hybrid model, asking employees to come in a few days a week. But others, notably Tesla and Goldman Sachs, are requiring workers to come back to the office full-time.

Despite studies showing that workers are happier — and more productive — when working from home, the possibility of a full return to the office looms over remote and hybrid workers.

But will those employees rush back into the office when asked to? We did our own consumer research to find out.

Will In-Office Work be a Dealbreaker for Employees?

When we asked over 200 remote/hybrid workers if they’d consider leaving their job if forced to go back to the office full-time, 54% say they would look elsewhere.  

Why? Workers Crave Flexibility

We found that flexibility in working remotely, a flexible work schedule, and a healthy work/life balance are among the top reasons remote or hybrid workers stay in their jobs.

In fact, flexibility in working remotely is almost as important as pay:

Who’s Still Working Remotely?

You might also be wondering what percentage of workers are currently remote, fully in-office, or using a hybrid model.

Working on-site is the dominant model, with 40% of employees in the office full-time, while 32% are fully remote and 28% are hybrid.

What Business Leaders and Managers Should Keep in Mind

Of course, some work simply can’t be done remotely, but the pandemic proved that even those jobs could have more flexibility than we thought.

While we can’t predict all the effects of making employees go back to the office full-time, it’s clear that doing so when unnecessary could make many employees consider their exit.

If you’re an employer thinking of requiring a full-time return to the office, make sure to proceed with empathy and patience, transparently explain to your team why the work must be done in office, and consider the possibility that some of your talent could move to another company if they prefer flexibility.

To help your employees transition back to the office, while still retaining a healthy level of work-life balance, you could also consider alternatives like:

Flexible office and home hours on light meeting weeks.
A company-wide meeting free day each week (Our HubSpotters love our Meeting-Free Fridays!)
A few more vacation days in summer or during the winter holidays.
Extra time off for work anniversaries. (An example of this would be HubSpot’s 5-Year Sabbatical Program)
Additional family, sickness, or mental health leave options when possible

Lastly, if remote and hybrid work are doable for your marketing department or business, but you or other managers on your team have less experience with a remote workforce — don’t let that hold you back from building great virtual strategies. To learn the ins and outs of remote or dispersed team management, with tips from HubSpot leaders who’ve mastered it, check out this ultimate guide. 

More Insights on Trends That Matter

The data in this article came from our bi-annual trends survey where we asked 1,000 people about topics ranging from the metaverse to shopping habits, online communities, and the great resignation.

To learn all about the key consumer trends that could impact your business or marketing strategy in the next six months, check out our upcoming State of Consumer Trends Report.