Video-on-Demand: YouTube Premium-Nutzer:innen in Österreich

Selected insights on video-on-demand: YouTube Premium users in Austria

• YouTube Premium is more popular among Generation Z than other video-on-demand services
• 54% of YouTube Premium users are male
• YouTube Premium has a larger share of users with a low income than other video-on-demand services
• YouTube Premium users are more likely to live in small towns than the average consumer
• Being successful is more important to YouTube Premium users than to other video-on-demand users

Overview

• Introduction

• Brand usage
• Key insights

• Generations
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sports activities
• Sports followed

• Attitudes towards personal finances
• Innovation adoption
• Challenges facing the country
• Politics

• Social media usage
• Media usage by channel
• Digital advertising touchpoints
• Non-digital advertising touchpoints

• Consumer Insights Global survey
• Authors