25 YouTube stats marketers should know in 2025 [Updated]

Marketing on YouTube isn’t just about hitting upload and hoping for the best. To get real results, you need to understand the platform, who’s using it and what kind of content actually works. The latest YouTube stats will give you the insights you need to fine-tune your strategy and connect with the right audience.

We’ve rounded up some of the most important social media statistics for YouTube to help you understand the platform better. Let’s dive in.

YouTube channel and data statistics

Before getting into general YouTube stats, let’s talk about how to access your unique channel data. If you currently manage a presence on the platform, you can check your channel statistics using YouTube analytics. (Also, if you don’t have a brand account on YouTube, now’s a great time to create a channel.)

Access the YouTube analytics tool by going to studio.youtube.com or by clicking your profile icon and selecting YouTube Studio.

Once you’re in YouTube Studio, click on Analytics in the left hand panel to access your YouTube performance analytics. There are several reports available but if you’re just looking for a general overview of channel performance, check out the Overview tab.

Here, you’ll see a graph measuring how your views, watch time and subscriber count are trending over time. On social media, consistency is key. If you’re updating your channel at a regular cadence, you should see gains in channel growth over time.

If you’re noticing a dip, check out these creative approaches to promoting your YouTube channel.

YouTube usage statistics

Understanding how people use YouTube will help you assess whether it’s a worthy investment. Things like how many people use the platform and how much time they spend can give you an idea of its standing among social media users.

1. YouTube is the third most popular social network

The 2025 Sprout Social Index™ reported that over three-quarter (76%) of consumers are on YouTube, revealing the platform is a top destination for brands looking to connect with a massive audience. Whether you’re running ads, creating educational content or building a community, YouTube offers a solid foundation for brand visibility and engagement.

2. YouTube has 2.53 billion monthly active users

According to the Digital 2025 Global Overview Report, YouTube’s potential ad reach totals 2.53 billion users. That’s nearly half of the 5.24 billion social media users worldwide. This speaks volumes about the platform’s popularity among social media users.

3. Nearly half of all YouTube users engage with brands weekly

According to our 2024 Social Media Content Strategy Report, 47% of YouTube users interact with brands at least once a week and 32% engage daily. Brands on the platform have a strong opportunity to capture attention. Consistently post valuable content, like product tutorials or entertaining videos, to keep your brand on top of mind.

4. YouTube has the largest share of time spent on social media

In fact, users spend almost twice as much time on YouTube than on its next rival, TikTok. In 2024, the average daily time spent on YouTube was 48.7 minutes. This indicates a growth in YouTube engagement, making the platform ideal for engaging your target audience.

5. Viewers watch 1 billion hours of YouTube videos per day on their TVs

On that same note, internal YouTube data shows that YouTube viewers are watching an average of 1 billion hours of content each day on their TVs. So there’s a need to focus on creating high-resolution videos suitable for TV viewing.

6. Over one-third of consumers use YouTube to keep up with trends

Our 2025 Index reported that 37% of users rely on YouTube and TikTok to stay in the loop. However, trends on TikTok can fade fast. YouTube content has a longer shelf life, giving brands more time to make an impact. Tapping into trending topics while keeping content evergreen is a smart way to maximize reach and engagement.

YouTube audience and demographics statistics

Looking into YouTube stats on audience and demographics can help you understand who is using the platform. This gives you an idea whether the platform is ideal for reaching your target audience.

7. YouTube is the second most popular platform among Gen Z

Gen Z grew up with YouTube, and they’re still here. According to the 2025 Index, 84% of Gen Z-ers have an account, making this platform one of the best ways to reach younger audiences. If your brand is targeting Gen Z, YouTube should be at the core of your content strategy.

8. YouTube users slightly skew male

Roughly 54% of YouTube users are men and 46% are women. (Note: Sprout Social acknowledges gender isn’t binary, but our data sources limit their reporting to male and female.)

9. The largest age group using YouTube is between ages 25 and 34

Users aged between 25 and 34 account for 21.7% of YouTube’s user base, making them the largest age group to use the platform. The second largest age group is between ages 35 and 44, making up around 18.5% of all users.

10. India has the largest YouTube audience, followed by the United States and Brazil

There are approximately 491 million active YouTube users in India, making it the network’s largest audience by country. The United States comes next with 253 million users while 144 million users are from Brazil.

11. The United States drives the most YouTube traffic

A high user count doesn’t necessarily translate to higher traffic. In fact, the U.S. contributes the most YouTube traffic (15.48%) compared to other countries. In comparison, India, in second position, contributes to just 6.73% of the platform’s traffic.

YouTube video and marketing statistics

You can learn a lot about YouTube marketing by looking at how other marketers are using the platform. Similarly, the types of videos people watch on YouTube will give you an idea of how to market on the platform.

Let’s take a look at some key YouTube video stats in addition to the platform’s marketing statistics.

12. 51% of YouTube users prefer engaging with brands with longer videos

Short-form videos might be everywhere, but YouTube is still the king of long-form video content. The Sprout Social 2024 Network Content Strategy Report tells us that more than half (51%) of users prefer engaging with brands through longer videos, meaning in-depth tutorials and deep dives into topics still hold serious value. If your brand has valuable information to share, YouTube gives you the space to do it without cutting corners.

13. YouTube users want brands to be entertaining and informative

People watch branded content on YouTube for entertainment first and product education second. They don’t just want to be sold to, they want to be engaged. Make your content both enjoyable and useful. Brands that strike the right balance are the ones that win on YouTube.

14. Short-form video is the second most popular format on YouTube

While YouTube is known for long-form videos, our 2024 Network Content Strategy Report found that short-form content (31-60 seconds long) is quickly gaining traction. Plus, YouTube Shorts has made it easier than ever to create snackable videos that grab attention fast.

Brands that mix both long-form and short-form content in their YouTube strategy can reach a wider audience while keeping up with changing video trends.

15. More B2B marketers are investing in YouTube

YouTube is becoming a bigger priority for B2B brands, with nearly a third (31%) ramping up their efforts over the past year. Interestingly, 23% of B2B marketers still aren’t using YouTube, which suggests there’s untapped potential for brands that want to get a competitive edge.

16. YouTube’s role in influencer marketing is growing

Over half of U.S. marketers plan to use YouTube for influencer marketing in 2025. YouTube is becoming a top choice for influencer campaigns, thanks to its long-form content and lasting impact. Unlike short-lived social posts, influencer videos on YouTube continue to drive engagement long after they go live.

17. YouTube Shorts averages 70 billion views per day

Speaking of the popularity of short-form videos, YouTube Shorts now gets an average of 70 billion views each day. Marketers can ride on this wave by creating more videos for YouTube Shorts to engage their audience.

18. The most viewed YouTube video of all time is “Baby Shark Dance”

Parents, this one is probably more than familiar. The viral hit took off in 2016 and shot to the top of the list of most viewed YouTube videos of all time.

The video has around 15.47 billion views, as of February 2025.

YouTube advertising statistics

If you’re planning to run YouTube ads, you need to gauge the platform’s advertising performance. Whether this involves looking into the ad revenue or the best ad formats, it’s essential to study a few vital YouTube advertising stats.

19. YouTube’s ad revenue crossed $36 billion in 2024

The platform’s annual ad revenue for 2024 amounted to $36.1 billion–up from the previous year’s $31.5 billion. This makes up 13.66% of Google’s global revenues.

20. Consumers find YouTube ads to be more relevant than linear TV advertising

YouTube ad targeting capabilities create a highly tailored experience for the end user. According to a 2022 study, 59% of respondents agree that YouTube ads are more relevant than ads on linear TV or other streaming apps.

21. Vertical video can increase conversions per dollar

Vertical video—meaning video filmed and viewed in portrait mode, rather than landscape—has exploded in popularity on the platform since the launch of YouTube Shorts. People have been watching YouTube on a variety of screen sizes for quite some time. Now, marketers have the tools they need to optimize for mobile viewing.

Tailoring YouTube ads to adhere to content consumption preferences can drive a noticeable lift in ROI. Vertical creative assets delivered 10% to 20% more conversions per dollar on YouTube Shorts when compared to landscape assets.

22. Top YouTube ads are breaking traditional time limits

Around 44% of top YouTube ads in 2024 used non-traditional lengths instead of the standard 15, 30 or 60 second formats.

Brands are moving beyond fixed time constraints, using YouTube’s flexibility to tell richer, more engaging stories that better connect with audiences.

YouTube influencer statistics

YouTube remains a powerful platform for influencer marketing, with creators driving significant engagement and brand impact through long-form and short-form video content. Understanding YouTube influencer statistics is crucial in evaluating the platform’s value, measuring ROI and optimizing campaigns. Below, we break down the key insights that matter most for running successful YouTube influencer campaigns.

23. YouTube influencer engagement is substantial

Engagement is one of the most critical factors in measuring an influencer’s impact. According to our data from Sprout Social Influencer Marketing, YouTube influencers in 2024 collectively generated 28.4 billion engagements in the U.S. alone, making it one of the most engaged platforms for influencer content. However, engagement rates on YouTube tend to be lower than short-form video platforms due to the nature of its content format and user behavior.

24. Cost per YouTube influencer post increases significantly with influencer tier

Understanding influencer costs helps brands allocate budgets effectively. According to our Sprout Social Influencer Marketing data, here’s a breakdown of the average cost per YouTube influencer post based on influencer tier:

• Nano-influencers: $55 per post
• Micro-influencers: $300 per post
• Mid-tier influencers: $2,750 per post
• Macro-influencers: $7,500 per post
• Mega-influencers: $105,000 per post
• Celebrities: $210,000 per post

25. Global engagement trends highlight key markets for YouTube influencers to be the U.S., Brazil and India

Audience engagement varies by region, and knowing where engagement is strongest can inform market expansion and localized influencer partnerships. According to our Sprout Social Influencer Marketing data:

• The United States led in influencer engagement on YouTube, generating 28.4 billion interactions.
• Brazil followed with 11.2 billion engagements, demonstrating strong influencer traction in Latin America.
• India, Mexico and the U.K. rounded out the top five countries for YouTube influencer engagement.

For brands looking to expand their reach internationally, these insights can help them choose which markets have the most active audiences engaging with influencer content.

Turn YouTube statistics into a winning strategy

These YouTube stats give you a clearer understanding of the platform and how users interact with content. But knowing the numbers is just the first step. Use these insights to refine your content, reach the right audience and grow your brand on YouTube.

Not sure where to start? Download our YouTube strategy template to turn these insights into an actionable content plan.

The post 25 YouTube stats marketers should know in 2025 [Updated] appeared first on Sprout Social.