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

Selected insights on video-on-demand: YouTube Premium users in the United Kingdom

• YouTube Premium is more popular among Generation Z than other video-on-demand services
• Compared to other video-on-demand services, YouTube Premium has a relatively high share of male users
• Just like video-on-demand users in general, YouTube Premium users are relatively likely to have a high income
• YouTube Premium users are more likely to live in cities and urban areas than video-on-demand users in general
• Success and career advancement are relatively important to YouTube Premium 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