According to Channel Factory’s Content Consumption & Consumer Sentiment Amid the Coronavirus Pandemic report which surveyed 1000 respondents, consumers shared their YouTube activity in the recent weeks of social distancing as a result of the COVID-19 pandemic.
The report found that the vast majority of consumers (80%) were going to YouTube to improve their mood and find uplifting, helpful and educational content. The survey also found that 33% of respondents felt that YouTube offers more contextually relevant content based on what they wanted to see as well as finding the content more uplifting than other channels.
While 33% of respondents headed to YouTube for COVID-19 content specifically, many more were watching a broad variety of mood-boosting videos. 48% were watching entertainment videos while another 28% were watching music-related content.
33% of respondents were watching more comedy content while 31% were tuning into DIY videos. Lastly, 29% were feasting on cooking-related content.
“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,” said Jed Hartman, chief commercial officer at Channel Factory.
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, while 29% of participants expect ads to be relevant to the content they’re watching.
“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,” added Hartman.