YouTube’s Culture and Trend Report

YouTube recently released its Culture and Trends analysis of the year, providing insight on the type of content that was the viewers’ favorite, which innovative and novel formats stood out and a section on how content creators handled the adversity that came along this year with COVID-19. The platform grew in its scope and adoption as an easy and great way to reach new audiences and promote products. 

A previous MBN article mentioned that YouTube reaches more than 55 million people of 18 years of age and older in Mexico. Consumption of content has increased substantially since the beginning of the pandemic and videos have become a regular option for companies to promote their product. "On YouTube alone, more than a billion hours of video are consumed each day and the average internet user goes through two or three social networks in a single session," said Carlos Herrero, CEO of Estrategia Comunicación y Medios, to Mexico Business News. MBN also reported one of the social media winners from this year was YouTube, as it increased the time people spent on the app, while the number of new creators grew substantially at the beginning of the pandemic. 

Given the boom YouTube has enjoyed over the last months, its analysis could offer insights into consumers' and viewers' minds during the pandemic. Kevin Allocca, Head of Culture and Trends at YouTube states this report is based on insights and data collected every day, as well as surveys YouTube conducted along with IPSOS. 

Content that has escalated in terms of popularity includes short videos, content that represents simpler times, livestreams, personal finances channels and media that allows viewers to navigate current challenges. New channels and creators have also been encouraged to create their own type of content. This year, 95 percent of new channels increased their audiences as age and being oneself ceased to be obstacles to content creation. Meanwhile, VTubers, which are YouTubers that are not real people, escalated their views by 1.5 billion and people over the age of 65 have become a rising trend on the platform. 

Channels that promote the interaction with the audience have also reached a new viral level. Videos dedicated to interactive gaming, sports, group viewings and shared experiences have allowed people to feel accompanied in moments of isolation, according to Earnest Pettie, Trends Insights Lead at YouTube. 

Mexico’s Top 5 content creators this year were: 

• Kimberly Loaiza
• Luisito Comunica
• TheDonato
• Mikecrack
• Más SKabeche