the millennial woman on youtube study

The Millennial Women: Get to Know Her

Tubular Labs

January 18, 2017

Your Presenters

© 2017 Tubular Labs

2

Eileen ChengSenior Analyst YouTube Creator

Cassandra Bankson

Agenda

1. Who is the Millennial Woman?2. What Does She Love and Engage with?3. Who Does She Follow?4. Millennial Women Sub Audiences: The Gamer, The Foodie, The

Beauty


3


4

107TIMES PER YEAR

Source: Data from engagements in the last year October 2015 – September 2016.

ON AVERAGE,THE MILLENNIAL WOMAN...

…ENGAGES ON YOUTUBE

2.1 TIMES PER WEEK

…WHICH IS

3.8x...AND IS

MORE LIKELY TO ENGAGE BY LIKING THAN OTHER WAYS

…IS BETWEEN 19-35YEARS

OF AGE

...AND WHEN COMPARED TO WOMEN OF ALL AGE GROUPS...

1.2x MORE FREQUENTLY

...ENGAGES ON YOUTUBE

LIKING1.3xMORE FREQUENTLY

SUBSCRIBING1.1xMORE FREQUENTLY

PLAYLISTING1.6xMORE FREQUENTLY

COMMENTING 2.1xMORE FREQUENTLY

5


0% 20% 40% 60% 80%

Autos

Nonprofits

Animals

Sports

Travel

Science

News

Education

Gaming

Film

Comedy

Howto

Entertainment

Music

People

Millennial Women Women on YouTube

Video Category: % of Fans to Engage

Millennial women are more likely to engage with 15 out of 15 video categories than

women in general

Cosmetics

30.4% of Fans

Hair

16.2% of Fans

Video Blog

17.7% of Fans

Top Topics

POPULAR CONTENT FOR MILLENNIAL WOMEN


6

WHAT IS SHE WATCHING?

#1

#2 #3

#4

#5

#6

#7#8

#9

#10

3.4% OF AUDEINCE

1.6% OF AUDEINCE

1% OF AUDEINCE 0.9% OF AUDEINCE

0.9% OF AUDEINCE

0.8% OF AUDEINCE

0.6% OF AUDEINCE

0.6% OF AUDEINCE

0.5% OF AUDEINCE

0.5% OF AUDEINCE

POPULAR GENRES AMONG MILLENNIAL WOMENMillennial Women engage most with mainstream pop artists


7

48%

12% 12%7% 7% 6% 6%

2%Source: Data from engagements in the last year October 2015 – September 2016.

POP

R&B ELECTRORAP ROCK K-POPALT.

SOUL


8

ADELE

#1

JUSTINBIEBER

ARIANAGRANDE

RIHANNA TAYLORSWIFT

#5

“HELLO”RELEASED OCT 2015

TOP MUSIC VIDEOS FROM MOST POPULAR ARTISTS

“SORRY”RELEASED OCT 2015

“FOCUS”RELEASED OCT 2015

“WORK”RELEASED FEB 2016

“WILDEST DREAMS”RELEASED AUG 2015

#4#3#2


7% OFAUDIENCE

7% OFAUDIENCE

4% OFAUDIENCE

4% OFAUDIENCE

3% OFAUDIENCE

TOP MUSICAL ARTISTS AMONG MILLENNIAL WOMENMillennial women engage most with mainstream artists


9

JENNIFERLAWRENCE

4.3x AFFINITY

DWAYNEJOHNSON

3.4x AFFINITY

SHAYMITCHELL

2.1x AFFINITY

KEVIN HART2.0x AFFINITY


KIM KARDASHIAN2.6x AFFINITY

TOP CELEBRITIES AMONG MILLENNIAL WOMENMillennial women are more likely to engage with celebrities who have engaged on YouTube or are featured in popular Late Night segments


10

NIKKIETUTORIALSOF PANEL

23.3 M OCT VIEWS

JENNA MARBLESOF PANEL

25.6 M OCT VIEWS

PEWDIEPIEOF PANEL

225 M OCT VIEWS

SHANEOF PANEL

7.0 M OCT VIEWS

||SUPERWOMAN||OF PANEL

45.2 M OCT VIEWS

JEFFREE STAROF PANEL

28.2 M OCT VIEWS

MARKIPLIEROF PANEL

245 M OCT VIEWS

GRAV3YARDGIRLOF PANEL

23.6 M OCT VIEWS

GLAMLIFEGURUOF PANEL

22.6 M OCT VIEWS


8.8%

8.2%

7.9%

7.6%

6.9%

6.9%

6.6%

6.8%

6.0%

POPULAR INFLUENCERS OF MILLENNIAL WOMENMillennial Women engage most with Comedy, Beauty, and Gaming creators

BEAUTY CREATOR COMEDY CREATOR GAMING CREATOR


11

Millennial women are passionate about these

lifestyle topics

THE BEAUTY


THE FOODIE

THE GAMER


12MILLENNIAL WOMEN: THE GAMERTOP GAMING CREATORS THE GAMER’S INTERESTS

0%

0%

1%

0%

1%

11%

10%

15%

14%

17%

Rooster Teeth

Super smash Bros.

Game theory

Dark Souls

Arin Hanson 3.0x

2.8x

2.4x

2.4x

2.4x

Affinity% EngagedTopic

The Gamer Avg. Woman

Topic: Arin Hanson“2nd BEST Zelda Rap EVER!!! – Animated…”Creator: EgoraptorV30: 1.9 M | ER30: 2.7x

Topic: Dark Souls“HAPPY SOULS”

Creator: JamesertonV30: 4.0 M | ER30: 3.7x

Topic: Game theory“Game Theory: Leave PewDiePie ALONE!”Creator: The Game TheoristsV30: 3.8 M | ER30: 4.1x

TOP BRANDS & PUBLISHERS

Rank Creator % of Panel Engaged

1 PewDiePie 46.8%

2 Markiplier 46.0%

3 Jacksepticeye 30.1%

4 Game Grumps 22.2%

5 The Game Theorists

20.0%

TOP GAMING CONTENT

“World’s Quietest Let’s Play”

Creator: MarkiplierV30: 2.5M | ER30: 5.4x

“Dan and Phil play UNDERTALE!”

Creator: danandphilgamesV30: 1.8M | ER30: 9.7x

“MOST THRILLING GAME EVER…”

Creator: PewDiePieV30: 3.6M | ER30: 3.5x

Rank Brand% of PanelEngaged

1 Playstation 7.9%

2 Nintendo 6.5%

3 Overwatch 6.1%

Rank Publisher% of PanelEngaged

1 BuzzFeedVideo 39.4%

2 BuzzFeedYellow 32.6%

3 Tonight Show with Jimmy Fallon 24.8%

13MILLENNIAL WOMEN: THE FOODIETOP FOOD CREATORS THE FOODIE’S INTERESTS

1%

1%

1%

1%

1%

10%

12%

11%

16%

12%

Pasta

Taste

Raw food

Korean food

Sorted Food 25.6x

21.3x

21.3x

19.8x

19.3x


The Foodie Avg. Woman

Topic: Sorted Food“Can We Bake Barry’s Naked Wedding Cake?”Creator: SORTEDfoodV30: 392 K | ER30: 10x+

Topic: Korean food“The Try Guys Try Korean Cooking”Creator: BuzzFeedVideoV30: 1.8 M | ER30: 1.6x

Topic: Raw food”People Eat A Raw Diet For A Week”Creator: BuzzFeedBlueV30: 2.0 M | ER30: 1.4x



1 Rosanna Pansino 20.7%

2 ThreadBanger 17.5%

3 MyHarto 15.5%

4 SORTEDfood 14.8%

5 Ann Reardon 11.4%

TOP FOOD CONTENT

“Halloween Baking –PUMPKIN SPICE…”

Creator: danisnotonfireV30: 1.8M | ER30: 6.4x

“GIANT Kit Kat Bar !”

Creator: shanedawsontvV30: 2.0M | ER30: 3.7x

“Drunk Americans Try Drunk Food From…”

Creator: BuzzFeedVideoV30: 2.8M | ER30: 1.3x


1 Sephora 4.2%

2 Luxy Hair Extensions 3.8%

3 Victoria’s Secret 2.6%




3 TheEllenShow 36.9%© 2017 Tubular Labs

14MILLENNIAL WOMEN: THE BEAUTYTOP BEAUTY CREATORS THE BEAUTY’S INTERESTS

1%

1%

1%

1%

1%

15%

12%

13%

10%

19%

Wanye Goss

Lip gloss

Outfit of the day

Lisa Eldridge

Primer 21.1x

20.2x

19.9x

19.7x

19.4x


The Beauty Avg. Woman

Topic: Primer“JANUARY FAVORITES”

Creator: Jaclyn HillV30: 914 K | ER30: 3.4x

Topic: Lisa Eldridge“Best and Worst Makeup Moments in History…”Creator: Lisa EldridgeV30: 1.5 M | ER30: 3.0x

Topic: Outfit of the day“MY DRAG MAKEOVER W/ William Belli”Creator: Joey GraceffaV30: 1.2 M | ER30: 3.4x



1 NikkieTutorials 48.7%

2 JeffreeStar 34.3%

3 GlamLifeGuru 33.1%

4 Jaclyn Hill 29.5%

5 grav3yardgirl 29.1%

TOP BEAUTY CONTENT

“FULL FACE USING ONLY KIDS MAKEUP…”

Creator: NikkieTutorialsV30: 14.0M | ER30: 2.7x

“Doing Kat Von D’s Makeup!...”

Creator: NikkieTutorialsV30: 1.4M | ER30: 6.5x

“Ultimate 100 Coats of Things Video”

Creator: JennaMarblesV30: 9.3M | ER30: 4.3x


1 Sephora 7.4%

2 Luxy Hair Extensions 5.2%

3 Charlotte TillburyMakeup 3.6%




3 TheEllenShow 33.9%© 2017 Tubular Labs

Appendix


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1 Sephora 10.8%

2 Luxy Hair Extensions

10.6%

3 Victoria’s Secret

9.9%

4 Charlotte Tillbury

6.3%

5 Two Faced Cosmetics

3.6%


1 Playstation 10.8%

2 Nintendo 10.6%

3 Overwatch 9.9%

4 Riot! Games 6.3%

5 Bethesda 3.6%


1 BeFit 10.8%

2 Apple 10.6%

3 GoPro 9.9%

4 Khan Academy

6.3%

5 NFL 3.6%

POPULAR BRANDS FOR MILLENNIAL WOMENBeauty & Style Ranking, Games & Platform Ranking, Other Ranking


1 The Late Late Show w/ James Corden

10.8%

2 The Tonight Show with Jimmy Fallon

10.6%

3 The Ellen Show 9.9%

4 Jimmy Kimmel Live 6.3%

5 Team Coco 3.6%

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6 The Late Show w/ Stephen Colbert

3.0%

7 Last Week Tonight with John Oliver

2.8%

8 The Real 1.6%

9 The Graham Norton Show

1.4%

10 Late Night with Seth Meyers

1.3%

POPULAR PUBLISHERS FOR MILLENNIAL WOMENTelevision Talk Show Ranking



1 Saturday Night Live 3.6%

2 The Voice 2.4%

3 The X Factor UK 2.3%

4 Comedy Central 2.3%

5 Lip Sync Battle 2.2%

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6 KBS World 1.9%

7 America’s Got Talent 1.8%

8 Game of Thrones 1.1%

9 American Idol 0.9%

10 BBC America TV 0.8%

POPULAR PUBLISHERS FOR MILLENNIAL WOMENTelevision Channels/Shows Ranking



1 BBC 2.6%

2 The Young Turks 2.0%

3 ABC News 1.8%

4 IGN Entertainment 1.8%

5 Vice 1.7%

20


6 Vox 1.5%

7 CNN 1.2%

8 DNews Channel 0.9%

9 MTV News 0.7%

10 Vice News 0.6%

POPULAR PUBLISHERS FOR MILLENNIAL WOMENNews Publisher Ranking





3 BuzzFeedBlue 7.4%

4 BuzzFeedViolet 4.4%

5 College Humor 3.7%

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6 ClevverNews 2.7%

7 After Party 1.9%

8 Clevver TV 1.8%

9 Barcroft Media 1.8%

10 Entertainment Tonight 1.5%

POPULAR PUBLISHERS FOR MILLENNIAL WOMENEntertainment Publisher Ranking



1 ClevverStyle 15.8%

2 Vogue 13.1%

3 Tasty 7.4%

4 Refinery29 4.4%

5 iD Magazine 3.7%

22


6 Tastemade 2.7%

7 Vanity Fair 1.9%

8 Complex Magazine 1.8%

9 Glamour Magazine 1.8%

10 PopSugar TV Yum 1.5%

POPULAR PUBLISHERS FOR MILLENNIAL WOMENLifestyle Publisher Ranking


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