YouTube has a new release ‘Culture and Trends’ reportIncludes insights from 10 countries to provide some insights into what drives the latest Gen Z video trends and how it relates to digital strategy.
The 55 page report In-depth consideration of three key trends emerging from YouTube’s data set:
- Community creativity – Using the connectivity of the web, communities are embracing special emotions and turning them into larger, shared experiences.
- Multi-format creativity – The emergence of short-form video has, somewhat logically, led more producers to post a wider range of content, tapping into major trends as well as maximizing the community and monetization benefits of long-form clips.
- Responsive creativity – YouTube further notes that formats that work with emotional needs – such as “Comfort Creator”, vibe content and ASMR – have become increasingly popular during the epidemic. ‘83% Gen Z have used YouTube to watch soothing content that helps them relax, an increase from the year we conducted our survey a year ago.
Trends point to the changing interests of younger audiences, away from the big, popular trends of the past.
“We have seen that digital culture is now about content that is personally relevant. In fact, 65% of Gen Z (18-24 year olds online) agree that personally relevant content is more important to them than what many other people talk about. Personal viral videos – Davids, Charles, and yes, even foxes that have broken in the past – are becoming increasingly less central to trends in a world where listeners and producers prioritize important moments for them and their lives. “
The Full report Includes heaps of in-depth information on these emerging trends, while YouTube has also released two infographic summaries of the original notes.
You can download the full report Here.