YouTube can be a tricky platform for marketers to understand and engage. In some ways, it functions a lot like a social media platform — and yet it's also the second-largest online search engine, after YouTube's owner, Google.
Thanks, in some part, to its early rise and popularity among younger consumers, YouTube has a reputation for serving a younger audience. Content geared toward millennials often seems like a natural fit for YouTube. As for content targeted to baby boomers? Many marketers would say there are better channels to reach that demographic.
However, new research into YouTube demographics shows that these audience assumptions are way off base. Here's a look at the numbers, and what it means for brand marketers.