YouTube Global User Insights Report Highlights Passionate Gen C Audiences

Google Confidential and Proprietary
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YouTube Global User Study - Portugal Report
November 15, 2013 Ipsos MediaCT

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Agenda
Background & Methodology Key Takeaways Gen C YouTube Attitudes & Actions YouTube Usage Competitive Comparison YouTube and TV Attitudes & Behavior Brands and Advertising on YouTube Demographics
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Background and Methodology
•In order to provide rich insights for advertisers on YouTube users and how they engage with content and brands on YouTube, Google commissioned Ipsos MediaCT to execute a study in 29 markets globally
•A 20-minute online survey was conducted among a general online population sample ages 13-64
•This report focuses only on the Portugal market
–Fieldwork dates: August 14 - August 29, 2013
–A total of 1508 respondents completed the survey
–Quotas and weighting were based on age, gender, Internet usage and YouTube usage in order to be representative of the Portugal online population (Source: Google Q1 2013 Enumeration study)

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1.YouTube is a platform for passionate audiences that thrive on creativity and expression.
2.These audiences represent a unique mindset that we call Gen C. Gen C are a powerful force, on both culture and commerce fronts.
3.Brands can benefit by understanding Gen C motivations and engage with them on YouTube, as large proportion of them are brand advocates and loyalists.
4.Usage of YouTube among Gen C typically means weekly usage, with YouTube playing a central part in their lives.
5.Gen C access YouTube on multiple screens, from multiple locations and during multiple dayparts.
6.Entertainment is at the core of YouTube usage, but Gen C engage more deeply with YouTube – pursuing passions, using it for “how- to” and connecting with others.
7.YouTube is valued above competitors for the creativity, community and variety of content options it supports.
8.Gen C’s engagement with YouTube has impacted their engagement with TV. TV serves as more of a background to their device and YouTube usage.
Key Takeaways

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Gen C

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YouTube is a platform for passionate audiences that thrive on creativity and expression
Base: YouTube users = Ever visit YouTube (n=1296), Non-users = Never visit YouTube (n=212)
YouTube users are…
2.4X
more likely to create online content at least weekly
2.2X
more likely to create, upload or share content online to express themselves
… than non-users
67%
61%
59%
YouTube is a place where fans and creators can connect
YouTube is a place to pursue my interests
YouTube provides a place to celebrate creativity
And, they say…

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These audiences have a unique mindset represented by the 4Cs
9 in 10 do at least one creation activity on a monthly basis
3 in 5 do at least one curation activity on a weekly basis
2 in 5 agree “The first thing I do when I wake up in the morning is check my smartphone or tablet”
3 in 4 curate or create in order to build community
We call them Gen C
Base: Gen C (n=821); Gen C who use a smartphone or tablet (n=540)

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Gen C is a mindset that spans across generations
59%
41%
Under 35
35 and over
48%
52%
Gen C by Age
Gen C by Gender
Millennials do represent the Gen C mindset strongly
Base: Gen C (n=821); Millennials = A18-34 (n=619)
61%
Of Millennials are Gen C

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60%
57%
50%
47%
41%
36%
34%
33%
26%
26%
22%
13%
11%
7%
1%
40%
45%
32%
38%
25%
33%
20%
20%
14%
15%
12%
6%
2%
2%
2%
Share my interests with others
Entertain myself
Express myself
Put a smile on someone's face
Share my life with family and friends
Support a cause
Get a response from others
Provide entertainment for others
Pursue a personal hobby
Inspire others
Change people's ways of thinking
Share my talent
Become a go-to source on a topic within the community
Build an online community
Other
Gen C
Non- Gen C
Reasons for Creating and Sharing
Gen C’s main reasons for creating and sharing are social connection, entertainment and self-expression
Base: Gen C (n=821); Non- Gen C who ever create, upload or share content online (n=421)
QS9. Which, if any, of the following describes why you create (e.g., videos), upload (e.g., photos), or share (e.g., links) content online? I do this to… Please select all that apply.
Box indicates a significant difference from comparable group at the 95% confidence level.

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Device Usage
86%
62%
59%
54%
50%
42%
33%
32%
30%
24%
15%
10%
4%
84%
65%
43%
50%
45%
26%
22%
19%
22%
14%
11%
6%
2%
Laptop or Notebook PC
Mobile phone
Smartphone
Desktop PC
In-home games console that's connected to the TV
MP3 / portable media player with Internet access
Tablet Computer / Pad
Internet-connected TV / Smart TV connected to the Internet
Handheld gaming device
Digital Video Recorder (DVR)
Netbook
Set-top box/device used to stream shows or movies to TV
eReader
Gen C
Non- Gen C
1.5X
1.4X
They are more likely to own the latest devices…
Base: Gen C (n=821); Non- Gen C (n=557)
QS2. Which, if any, of the following devices do you currently use? Please select all that apply.

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… And to use all types of media, both traditional and digital
Media Usage
QS3. How often do you use the Internet for personal reasons overall? Please include usage via web browser or apps, as well as across any Internet- enabled devices.
QS6. Approximately how much time do you spend on each of the following activities in an average week? Please select an amount of time for each activity. Please consider time spent on each activity across any device.
In average week, Gen C spend…
1.9X
More time watching online video
2.0X
More time visiting social networking sites
1.7X
More time playing video or online games
1.2X
More time watching full-length movies
1.2X
More time reading books, magazines or newspaper
And are…
1.3X
More likely to use the Internet for personal reasons several times a day
But spend the same amount of time watching TV and listening to the radio
… As Non- Gen C

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Attitudes about Media and Devices
62%
51%
47%
44%
42%
41%
35%
29%
58%
44%
33%
24%
26%
23%
17%
15%
I often have the TV on in the background while I focus on my computer, smartphone, or tablet (b)
When ads come on TV, I do other things (e.g., go to another room, check smartphone) (c)
I spend time with friends/family while we watch different content on different devices (a)
I feel disconnected if I don't have my smartphone or tablet with me (d)
The first thing I do when I wake up in the morning is check my smartphone or tablet (d)
I am constantly going back-and-forth among my different devices (e)
My smartphone is an extension of my personality (f)
The interactions I have with people online are as 'real' as the interactions I have in-person (a)
Gen C
Non- Gen C
Strongly/Somewhat Agree
Pay less attention to TV (Net): Gen C: 78% Non- Gen C: 73%
In Gen C’s lives, technology and the Internet are in the foreground, while TV is in the background
Base: (a) Gen C (n=821), Non- Gen C (n=557); (b) Watch TV and use smartphone, desktop/laptop, netbook, or tablet (Gen C n=770, Non- Gen C n=536); (c) Watch TV (Gen C n=787, Non- Gen C n=540); (d) Use a smartphone or a tablet (Gen C n=540, Non- Gen C n=287); (e) Use more than one device among smartphone, desktop/laptop, netbook, or tablet (Gen C n=645, Non- Gen C n=355); (f) Use a smartphone (Gen C n=484, Non- Gen C n=242)
QS10. How much do you agree or disagree with each of the following statements about the media and devices you use?

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Website Usage and Social Connections
90%
84%
41%
19%
16%
11%
11%
8%
65%
57%
25%
5%
3%
2%
4%
2%
Facebook
YouTube
TV network sites
Twitter
Instagram
Tumblr
Vimeo
Pinterest
Gen C
Non- Gen C
Use at Least Weekly
People Connected to Online
69%
53%
23%
46%
30%
10%
100+
200+
500+
Gen C vs. Non- Gen C
1.5X
1.8X
2.3X
2.1X
For Gen C, community means more connections and usage of video and social networking sites
Base: Gen C (n=821); Non- Gen C (n=557); Ever visit one of the websites (Gen C n=815, Non- Gen C n=532)
QS11. How often do you use each of the following websites for personal reasons? Please include usage via web browser or apps, as well as across any Internet-enabled devices.
Q2. About how many people are you connected to online (via social networks e.g., Facebook, Twitter)? Please enter your response into the box below. If you are unsure of the exact number, please provide your best estimate.
1.5X
412
200
Mean

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92%
82%
79%
75%
50%
47%
89%
69%
63%
62%
30%
21%
Google Search
Gmail
Google Chrome
Google Maps
Android
Google+
Gen C
Non- Gen C
Google Usage
Use at Least Monthly
They are also greater users of all major Google products
Q27. How often do you use the following Google products?

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Frequency of Spending Activities
74%
54%
50%
43%
42%
34%
30%
28%
25%
22%
18%
17%
13%
10%
59%
30%
37%
34%
26%
25%
18%
17%
16%
12%
11%
7%
7%
2%
Hang out with friends or family at coffee shops, shopping malls, etc.
Buy/Download apps for your smartphone or tablet
Dine out in restaurants
Buy personal care products, cosmetics, or fragrances
Buy/Download digital music, movies, or books
Buy clothes, shoes or accessories
Buy/Download video or online games
Watch movies in the cinema
Buy organic or natural products
Buy health or fitness products and services
Attend live sporting events
Attend live events
Travel for personal or leisure reasons
Buy electronics, gadgets, or other devices
Gen C
Non- Gen C
Engage in at Least Monthly
Gen C are not only more engaged with media, but they are also more frequent spenders
Base: Gen C (n=821); Non- Gen C (n=557); Use smartphone or tablet for buy/download apps (Gen C n=540, Non- Gen C n=287)
QS4. And, how frequently, if ever, do you engage in each of the following activities?
Gen C vs. Non- Gen C
1.3X
1.8X
1.4X
1.3X
1.6X
1.4X
1.7X
1.6X
1.6X
1.8X
1.6X
2.4X
1.9X
5.0X

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Attitudes about Brands
72%
65%
63%
48%
46%
44%
41%
33%
27%
65%
59%
53%
39%
30%
31%
37%
20%
24%
If there is a brand I love, I tend to tell everyone about it
When I find a brand I like, I stick to it
I buy brands that reflect my style
I buy brands that support causes I believe in
People often come to me for advice before making a purchase
If a brand helps me express myself, I'll buy it even if it is slightly more expensive
I prioritize my spending on items that satisfy my interests over basic necessities (e.g., food, housing, etc.)
I am among the first of my friends and colleagues to try new products
Brand name is the best indication of quality
Gen C
Non- Gen C
They are brand curators, advocating and advising others on purchases
QS5. How much do you agree or disagree with each of the following statements about the products and services you buy?
1.1X More likely to be brand advocates
1.7X More likely to be early adopters
1.5X More likely to be influential

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Highlights of Gen C Media Behavior and Attitudes by Age
13-17
18-34
35-54
Gen C
Non- Gen C
Gen C
Non- Gen C
Gen C
Non- Gen C
Use a smartphone (a)
54%
**
67%
45%
52%
45%
Use a tablet (a)
37%
**
34%
19%
32%
26%
Use the Internet several times a day (a)
86%
**
77%
61%
76%
61%
Online social connections (Mean) (b)
520
**
447
244
341
145
I often have the TV on in the background while I focus on my computer, smartphone, or tablet (c)
70%
**
61%
59%
62%
58%
I spend time with friends/family while we watch different content on different devices (a)
67%
**
51%
33%
38%
31%
When ads come on TV, I do other things (e.g., go to another room, check smartphone) (e)
56%
**
53%
45%
48%
40%
I am constantly going back-and-forth among my different devices (d)
45%
**
45%
27%
35%
19%
The interactions I have with people online are as 'real' as the interactions I have in-person (a)
34%
**
31%
20%
26%
10%
Multi-tasking and the Internet are integral to Gen C across all age segments
Base: (a) Total respondents (13-17 Gen C n=101 / Non- Gen C n=35, 18-34 Gen C n=380 / Non- Gen C n=239, 35-54 Gen C n=340 / Non-Gen C n=283); (b) Ever visit one of the websites (13-17 n=101/35, 18-34 n=377/231, 35-54 n=337/266); (c) Watch TV and use smartphone, desktop/laptop, netbook, or tablet (13-17 n=90/33, 18-34 n=351/227, 35-54 n=329/276); (d) Use more than one device among smartphone, desktop/laptop, netbook, or tablet (13-17 n=81/12, 18-34 n=304/147, 35-54 n=260/196); (e) Watch TV (13-17 n=95/33, 18-34 n=358/231, 35-54 n=334/276
**Effective base size too small to report (n<30)

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Highlights of Gen C Brand/Product Spending and Attitudes by Age
13-17
18-34
35-54
Gen C (n=101)
Non- Gen C (n=35)
Gen C (n=380)
Non- Gen C (n=239)
Gen C (n=340)
Non- Gen C (n=283)
Engage in at least monthly
Hang out with friends or family at coffee shops, shopping malls, etc.
66%
**
83%
68%
65%
53%
Dine out in restaurants
37%
**
58%
41%
44%
34%
Watch movies in the cinema
35%
**
33%
21%
21%
13%
Buy clothes, shoes or accessories
33%
**
41%
25%
27%
22%
Strongly/Somewhat agree
If there is a brand I love, I tend to tell everyone about it
81%
**
71%
64%
71%
63%
If a brand helps me express myself, I'll buy it even if it is slightly more expensive
49%
**
50%
24%
37%
35%
People often come to me for advice before making a purchase
47%
**
46%
31%
45%
32%
I am among the first of my friends and colleagues to try new products
33%
**
35%
18%
31%
21%
Gen C across all age segments are valuable customers, spending and advocating
Base: Gen C; Non-Gen C **Effective base size too small to report (n<30)

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YouTube Attitudes & Actions

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YouTube Usage
Usage of YouTube typically translates to visitation at least weekly
Base: Total respondents (n=1508)
86%
33%
26%
12%
6%
3%
5%
Ever (Net)
Once a day or more often
2-6 times a week
Once a week
2-3 times a month
Once a month
Less than once a month
Frequency of YouTube Usage
Usage by Key Segments
72% At least weekly (Net)
44%
22%
59%
44%
22%
14%
41%
35%
41%
38%
40%
37%
Gen C
Non- Gen C
13-17
18-34
35-49
50-64
Daily
1-6 times a week
84%
57%
100%
82%
At least weekly
62%
51%
84% Of all YouTube users access YouTube at least weekly

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Reasons for Visiting YouTube
80%
67%
66%
55%
52%
45%
41%
37%
34%
23%
23%
22%
20%
15%
1%
Listen to music
Watch videos that make me laugh
Be entertained
Relax and unwind
Watch videos my friends or family have shared with me
Look for information on a topic of interest
Learn something new
Find things to share with my friends or family
Look for information about products or services
Keep up-to-date on latest trends
Be inspired
Keep up-to-date with the latest news
Upload and share my own videos
Keep kids entertained
Other
1
Entertainment and relaxation
95%
2
Connect, create and curate
72%
3
Learn and keep up-to-date
71%
Entertainment is the main reason Gen C visit, but most also come to learn and to connect
Base: Gen C who ever visit YouTube (n=772)
Q5. For which reason(s) do you visit YouTube? Please select all that apply.

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Attitudes about YouTube
80%
71%
65%
61%
61%
54%
48%
33%
33%
YouTube is the first place I go to when looking for online videos
YouTube is one of my primary ways of discovering new music and movies
The site is a place to pursue my interests
I often talk about what I see on the site with friends and family
I often share what I see on the site with friends and family
YouTube is one of my primary sources of entertainment
I want to visit the site every day
The site is the voice of people like me
I don't want to miss out on the next viral video on YouTube
72% Talk about or share what I see on the site (Net)
YouTube is a core part of Gen C’s lives…
Q3. How much do you agree or disagree with each of the following statements about YouTube? Please consider your usage via web browser or apps.
Q6. How much do you agree or disagree with each of the following statements about YouTube?

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Attitudes about YouTube
77%
70%
65%
64%
51%
47%
I like that YouTube provides an opportunity for emerging artists to get a worldwide audience
YouTube is a place where fans and creators of videos can connect
YouTube has videos for the most unique interests
The site provides a place to celebrate creativity
I love discovering new talent on YouTube
YouTube is a place for high quality channels
… Providing the variety, community, creativity and opportunities its audience craves
Q6. How much do you agree or disagree with each of the following statements about YouTube?

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Actions Typically Taken After Viewing YouTube Videos
93%
55%
53%
48%
41%
40%
36%
31%
12%
Take any listed action (Net)
Share videos via a social networking site
'Like' or 'Dislike' a video
Watch similar or recommended videos
Talk to my friends or family about a video
Search on YouTube for related video content
Send links to friends or family
Read/Post comments
Share videos on a blog
89% Connect or curate (Net)
63% Search for or watch more video (Net)
Video viewing on YouTube is a springboard for further engagement, sharing and discussions
Q18. Which of the following, if any, do you typically do during or after watching a video on YouTube? Please select all that apply.

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Highlights of YouTube Attitudes by Gen C
Gen C (n=772)
Non- Gen C (n=425)
Difference
Reasons for using YouTube (Nets)
Own entertainment and relaxation
95%
94%
71%
59%
1.2X
72%
59%
1.2X
80%
70%
1.1X
I talk about or share what I see on the site (Net)
72%
49%
1.5X
71%
57%
1.2X
70%
60%
1.2X
65%
55%
1.2X
65%
58%
1.1X
54%
37%
1.5X
Everyone turns to YouTube for entertainment, but Gen C turn to YouTube to satisfy additional needs
Base: Ever visit YouTube

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Highlights of YouTube Attitudes by Usage Segments
Monthly (A)
(n=1218)
Weekly
(B)
(n=1083)
Daily
(C)
(n=499)
Reasons for using YouTube (Nets)
Own entertainment and relaxation
95%
96%
96%
68%
70%
77%AB
68%
70%
74%A
77%
81%
86%AB
67%
70%
76%AB
67%
70%
80%AB
I talk about or share what I see on the site (Net)
66%
69%
79%AB
65%
67%
73%AB
63%
66%
75%AB
50%
54%
68%AB
Entertainment is a principal part of usage, but frequent users turn to the site for so much more
A letter indicates a significant difference from comparable group at the 95% confidence level.

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YouTube Usage
Who, What, Where and How

28
Top 20 Genres Typically Viewed on YouTube
74%
60%
59%
53%
45%
39%
35%
32%
29%
28%
28%
28%
27%
27%
26%
25%
23%
23%
23%
23%
Music videos
Film previews, trailers and videos
Live music (concerts)
Comedy
How-to/DIY (do-it-yourself) videos
Personal or home videos
Technology, electronics and gadgets
Food, cooking, and recipes
Documentaries
Automotive and vehicles
Education and schooling
Pets and animals
Gaming
Sporting events
Live streaming and live events
Health, fitness and exercise
Short films
Travel and tourism
Arts (e.g., theater, dance)
Web series and shorts
Beyond entertainment content, How-To/DIY videos are popular among Gen C
Q15. Which of the following types of videos, if any, do you typically watch on YouTube? Please select all that apply.
Q17. Which of the following other types of videos, if any, do you typically watch on YouTube? Please select all that apply.

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Genres for Which YouTube is the Favorite Place to Go
80%
68%
67%
66%
57%
47%
42%
39%
39%
37%
32%
28%
Music videos
Comedy
Cartoons and kids shows
Full-length movies
Short films
Sporting events
Web series and shorts
Celebrity news and entertainment
News and politics
TV shows
YouTube is the go-to place for a large range of entertainment content, particularly music videos
Base: Gen C who ever watch main types of YouTube videos (entertainment, sports, and news-related videos) (floating base) (n=132-571)
Q16. And, for which types of videos, if any, is YouTube your favorite place to go? Is YouTube your favorite place to go for...? Please select all that apply.

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78%
40%
39%
24%
10%
8%
8%
5%
1%
Notebook PC
Desktop PC
Smartphone
Tablet Computer / Pad
Mobile phone
Internet-connected TV / Smart TV
Netbook
In-home game console
Set-top box/device used to stream shows or movies to TV
Devices Used to Access YouTube
96% Computer/Tablet (Net)
2 in 3 Gen C YouTube visitors with smartphones access the site with the device; similarly for tablets
Q10. You mentioned that you use the devices listed below. Which device(s) do you use to access YouTube? Please select all that apply.
66% Of Gen C YouTube users with smartphones access YouTube on their smartphones
70% Of Gen C YouTube users with tablets access YouTube on their tablets

31
YouTube Access Locations
95%
27%
24%
20%
13%
12%
11%
10%
2%
2%
At home
At work
At someone else's home
On a trip away from home
At a social gathering/function
In a restaurant, coffee shop, etc.
On-the-go
At school
Other
In a store
61% Outside the home (Net)
Home is the core location for viewing YouTube videos, but 3 in 5 Gen C also view videos out of their homes
Q9. Where do you typically access YouTube? Please select all that apply.

32
YouTube Access Locations by Devices
Computer/Tablet (n=726)
Computer
(n=185)
Tablet
(n=304)
Smartphone (n=772)
At home
Outside the home (Net)
At work
At someone else’s home
On a trip away from home
At school
At a social gathering
In a restaurant, coffee shop, etc.
On-the-go
In a store
94%
50%
24%
17%
10%
8%
5%
2%
2%
1%
96%
55%
25%
18%
15%
9%
7%
5%
4%
1%
81%
50%
8%
14%
27%
5%
11%
11%
9%
0%
64%
66%
16%
25%
29%
10%
14%
18%
21%
3%
Most smartphone users access YouTube at home and outside the home, with 1 in 5 accessing on-the-go
Base: Gen C who access YouTube on the specific device
Q11. And, which device(s) do you use when accessing YouTube at each of the following locations? Please select all the devices that apply for each location.

33
3%
23%
21%
53%
Every time
Most of the time
About half of the time
Some of the time
Co-Viewing
One video view does not necessarily mean one set of eyeballs – 4 in 5 have co-viewed, 2 in 5 frequently
Base: Gen C who ever visit YouTube (n=772); Gen C who ever visit YouTube with others (n=642)
Q12. With whom do you ever watch videos on YouTube? Please select all that apply.
Q13. Of all the times you watch videos on YouTube, how frequently do you watch YouTube with others?
83%
48%
42%
27%
25%
20%
19%
20%
15%
10%
12%
Ever watch with others (Net)
Friend(s)
Spouse/Partner
My child/children
Sibling(s)
Parent(s)/ Grandparent(s)
Other relative
Work colleague(s)
Schoolmate(s)/ Classmate(s)
Roommate(s)/ Housemate(s)
Someone else
YouTube Video Co-Viewers
Frequency of YouTube Co-Viewing
(among those who ever watch with others)
47% Half or more of the time (Net)
71% Family (Net)
39% Of all Gen C YouTube users watch YouTube videos with others at least half of the time

34
Highlights of YouTube Usage by Gen C
Gen C (n=772)
Non- Gen C (n=425)
Difference
Top 3 genres viewed on YouTube
Music videos
74%
69%
1.1X
60%
49%
1.2X
59%
47%
1.3X
Access YouTube via computer (laptop, desktop, or netbook)
94%
95%
Access YouTube via tablet
24%
12%
2.0X
Access YouTube via smartphone
39%
21%
1.9X
Access YouTube at the home
95%
94%
Access YouTube outside the home
61%
42%
1.5X
Ever watch YouTube videos with others
83%
73%
1.1X
Watch YouTube videos with others at least half the time
39%
28%
1.4X
Usage of YouTube is in multiples for Gen C: multiple devices, locations and co-viewers

35
Highlights of YouTube Usage by Usage Segments
Monthly (A)
(n=1218)
Weekly
(B)
(n=1083)
Daily
(C)
(n=499)
Top 3 genres viewed on YouTube
Music videos
73%
74%
80%AB
56%
58%
61%
56%
58%
62%A
Access YouTube via computer (laptop, desktop, or netbook)
95%
95%
94%
Access YouTube via tablet
21%
22%
23%
Access YouTube via smartphone
32%
35%
41%AB
Access YouTube at the home
96%
96%
98%A
Access YouTube outside the home
54%
57%
63%AB
Ever watch YouTube videos with others
78%
80%
84%A
Watch YouTube videos with others at least half the time
35%
35%
36%
Daily users are more likely than less frequent users to access the site on a smartphone and outside the home

36
Competitive Comparison

37
84%
90%
41%
19%
16%
11%
11%
8%
10%
7%
41%
20%
17%
19%
12%
12%
YouTube
Facebook
TV network sites
Twitter
Instagram
Vimeo
Tumblr
Pinterest
Weekly
Less than weekly
Website Usage
Similarly to YouTube, Facebook usage usually translates to usage at least weekly
Base: Gen C (n=821)
94%
Ever use
97%
30%
33%
23%
21%
82%
39%

38
Gen C’s Favorite Websites
78%
85%
24%
10%
9%
4%
4%
3%
YouTube
Facebook
TV network sites
Twitter
Instagram
Tumblr
Vimeo
Pinterest
YouTube is among the top favorite websites
Base: Gen C (n=821)
Q1. Which of the following sites or types of sites/apps are your favorites? Please select up to 3.

39
Attitudes about YouTube and Competitors
YouTube
(n=772)
Facebook
(n=566)
Twitter
(n=138)
Vimeo
(n=98)
The site provides a place to celebrate creativity
I often share what I see on the site with friends and family
I often talk about what I see on the site with friends and family
I search on the site for brands I want to learn more about
I want to visit the site every day
The site is the voice of people like me
60%
55%
68%
64%
59%
65%
36%
65%
64%
61%
61%
50%
48%
33%
38%
42%
35%
35%
38%
34%
32%
46%
53%
38%
35%
34%
21%
31%
As a place for fostering creativity and passions, YouTube rises above its competitors
Base: Gen C who ever visit the specific site and were assigned to the quota* for the site (*for Facebook, Twitter and Vimeo only)
Q4. How much do you agree or disagree with each of the following statements about [site]? Please consider your usage via web browser or apps.

40
Competitive Comparison Highlights
16%
More likely to say “the site is a place to celebrate creativity”
8%
More likely to say “the site is a place to pursue my interests”
… As compared to Facebook users
74%
More likely to say “I often talk about what I see on the site with friends and family”
71%
More likely to say “the site is a place to pursue my interests”
52%
… As compared to Twitter users
129%
More likely to say “I want to visit the site every day”
74%
More likely to say “I often talk about what I see on the site with friends and family”
21%
… As compared to Vimeo users
Gen C view YouTube as a place to celebrate creativity, in contrast to other popular destinations
Base: Gen C who ever visit the specific site and were assigned to the quota* for the site (*for Facebook, Twitter and Vimeo only) (YouTube n=772, Facebook n=566, Twitter n=138, Vimeo n=98)
Q4. How much do you agree or disagree with each of the following statements about [site]? Please consider your usage via web browser or apps.

41
YouTube and TV Attitudes & Behavior

42
YouTube and TV Usage
5%
25%
23%
32%
39%
56%
47%
16%
19%
16%
31%
19%
26%
78%
55%
16%
6:00 - 8:59
9:00 - 11:59
12:00 - 13:59
14:00 - 16:59
17:00 - 18:59
19:00 - 22:59
23:00 - 1:59
2:00 - 5:59
YouTube
TV
2 in 5 Gen C spend more or the same amount of time watching YT as TV in an average week (44%)
Viewership across Dayparts
Workday (Net): YouTube: 51% TV: 41%
Half of Gen C view YouTube videos during primetime television hours; likewise for workdays
Base: Gen C who ever visit YouTube for all YouTube results (n=772); Gen C who ever visit YouTube and ever watch TV for TV results (n=743)
Q14. Thinking about a typical day, during which times of day do you watch YouTube [and TV]? Please select all the times of day that apply.
QS6. Approximately how much time do you spend on each of the following activities in an average week? Please select an amount of time for each activity. Please consider time spent on each activity across any device.
Q8. Approximately how much time do you spend watching videos on YouTube in an average week? Please include time spent watching YouTube videos viewed on YouTube itself, Facebook, or other sites/apps. Also, please consider time spent across any device.

43
52%
49%
45%
43%
41%
39%
36%
34%
28%
YouTube has more unique content than TV
Watching videos on YouTube fits my schedule better than TV
YouTube is my first stop when I've missed something on TV
I often watch YouTube videos while the TV is on
I often watch YouTube videos related to something I have seen on TV
YouTube is more relevant to my generation than TV
YouTube videos are more entertaining than TV
I watch more YouTube than TV over the weekend
I prefer YouTube over TV
Attitudes about TV and YouTube
56% YouTube complementary to TV (Net)
YouTube’s greater variety and flexibility appeal to Gen C YouTube users who also watch TV
Base: Gen C who ever visit YouTube and ever watch TV (n=743)
Q25. How much do you agree or disagree with the following statements about TV and YouTube?

44
Impact of YouTube on TV Viewing
56%
29%
23%
33%
4%
4%
1%
1%
1%
43%
Taken an action and had a TV (Net)
Pay less attention to the TV shows I have on
Watch less TV during evening hours
Watch less TV overall
Stopped subscribing to premium cable networks
Downgraded my cable or satellite service
Stopped subscribing to cable or satellite
Stopped watching TV entirely
None of these - I never had a TV
None of these - I haven't taken any of these actions
54% Less watching or attention (Net)
7% Stopped or downgraded cable/pay services (Net)
Half of Gen C say YouTube has impacted their viewing of, attention to, or money spent on TV
Q26. Which of the following action(s), if any, have you taken because of YouTube? Please select all that apply.

45
Highlights of YouTube and TV Attitudes and Behavior by Gen C
Gen C (n=743)
Non- Gen C (n=413)
Difference
Ever watch TV*
96%
97%
Spend more or the same amount of time watching YT as TV in average week
44%
29%
1.5X
Watch YouTube during workday**
51%
46%
1.1X
Watch TV during workday
41%
37%
1.1X
Watch YouTube during primetime**
56%
60%
Watch TV during primetime
78%
81%
Any reduced TV viewing (attention, watching, paying for) because of YouTube**
56%
42%
1.3X
52%
43%
1.2X
49%
34%
1.4X
45%
33%
1.4X
43%
32%
1.3X
Gen C’s immersion in YouTube translates to less attention and viewership of TV
Base: Ever visit YouTube and watch TV; *Gen C (n=821), Non-Gen C (n=557); **Ever visit YouTube (Gen C n=772, Non-Gen C n=425)

46
Highlights of YouTube and TV Attitudes and Behavior by Usage Segments
Monthly (A)
(n=1180)
Weekly
(B)
(n=1049)
Daily
(C)
(n=474)
Ever watch TV*
97%
97%
95%
Spend more or the same amount of time watching YT as TV in average week
40%
42%
58%AB
Watch YouTube during workday*
50%
52%
60%AB
Watch TV during workday
41%
41%
44%
Watch YouTube during primetime*
56%
56%
59%
Watch TV during primetime
80%C
79%
75%
Any reduced TV viewing (attention, watching, paying for) because of YouTube*
52%
54%
67%AB
51%
54%
61%AB
44%
47%
57%AB
41%
44%
50%AB
40%
43%
55%AB
Over half of users, whether daily, weekly or monthly, watch YouTube during primetime
Base: Ever visit YouTube and watch TV; *Ever visit YouTube (Monthly n=1218, Weekly n=1083, Daily n=499)

47
Brands and Advertising on YouTube

48
Attitudes about YouTube for Brands and Products
50%
50%
48%
39%
37%
37%
36%
36%
I wish that more companies would use YouTube videos to help me learn about their products and services
I wish that more companies would make videos featuring popular YouTube artists
Watching YouTube videos helps me decide which products or brands to buy
YouTube is a great place for brands to connect with me
YouTube enables me to interact with my favorite brands
I would rather watch videos posted by brands on YouTube than watch TV commercials
I get ideas about things to buy from YouTube videos
Gen C are open to – and even wish for – brand integration in YouTube videos
Q7. And, how much do you agree or disagree with each of these statements about YouTube?

49
Ad Recall and Behavior
Skippable ads stand out among those who recall seeing advertising on YouTube…
Base: Gen C who ever visit YouTube (n=772); Gen C who have seen ads on YouTube (n=347); Gen C who have seen skippable ads on YouTube (n=278)
Q19. Have you seen any advertising on YouTube recently?
Q20. Have you seen any advertising on YouTube where you can skip the ad and go straight to the video?
Q21. Which one of the following best describes what you typically do when you are presented with an ad that can be skipped just before watching a YouTube video? Please select one answer only..
45%
Have seen any advertising on YouTube recently
80%
Have seen skippable advertising on YouTube
57% Watch entire or at least part of the ad
41%
3%
53%
4%
Typical action when presented with skippable ad
I watch the entire ad
I watch part of the ad to see what it's about before deciding to skip it or not
I skip the ad at the earliest possible opportunity
I tune out during the ad (but don't skip the ad)

50
Attitudes about YouTube Advertising
74%
68%
48%
42%
41%
40%
35%
29%
24%
19%
I feel better about advertisers who allow me to skip their ads on YouTube
Being able to skip ads increases my enjoyment of the content on YouTube
The only ads I like to watch are ads that I have a choice to skip
I enjoy viewing ads on YouTube that are relevant to my interests
I watch online video ads on YT if they are relevant to me, whether they appear before an amateur video or before a professionally produced prog.
I prefer ads for products and services that are related to the videos I'm watching (e.g., car ads before auto videos)
My viewing of videos on YouTube is not disrupted by ads the way it is on TV
I am more likely to watch ads on YouTube than on TV
I wish there were more ads that were like YouTube videos themselves
Advertising on YouTube helps me decide which products or brands to buy
…And, increase Gen C’s favorability toward the advertisers with skippable ads
Base: Gen C who ever visit YouTube (n=772); Gen C who have seen skippable ads on YouTube for skippable ad-related attitudes (n=278); Gen C who ever visit YouTube and ever watch TV for TV-related attitudes (n=743)
Q22. How much do you agree or disagree with each of the following statements about advertising on YouTube?

51
Comparison of Advertising by Media
45%
42%
41%
35%
32%
25%
41%
43%
44%
53%
58%
62%
14%
15%
14%
13%
11%
13%
Newspaper ads
Magazine ads
Ads on the radio
Online banner ads
Ads on social networking sites
Regular TV commercials
Better than
About the same as
Worse than
Ads on YouTube are…
3.2X
2.8X
2.9X
2.7X
2.9X
1.9X
9 in 10 consider ads on YouTube better than or the same as TV commercials
Q24. In general, how do you feel the video ads on YouTube compare to other types of advertising?
Better than vs. Worse than

52
Actions Ever Taken after Seeing Ads
68%
44%
42%
29%
26%
17%
17%
16%
14%
14%
11%
1%
Taken any action (Net)
Looked for more information online
Visited the website of the business
Clicked on an ad
Watched a video related to the product or service featured in an ad
Recommended the product or service to someone else
Visited or looked for more information in-person at a store or business
Made a purchase
Asked someone else about the product or service
Subscribed to a brand channel
Contacted the business
Other
58% Engaged directly with the brand (Net)
YouTube ads motivate action for 2 in 3 ad viewers, with well over half engaging directly with a brand
Base: Gen C who have seen ads on YouTube (n=347)
Q23. Which actions, if any, have you ever taken as a result of seeing ads for products or services on YouTube? Please select all that apply.

53
Highlights of Brands and Advertising by Gen C
Gen C (n=772)
Non- Gen C (n=425)
Difference
45%
33%
1.4X
Have seen skippable advertising on YouTube*
80%
83%
Watch entire or at least part of the ad before deciding to skip it or not**
57%
36%
1.6X
Took any ad-related action after seeing an ad on YouTube (Net)*
68%
41%
1.7X
Engaged directly with brand (sub-subnet) (visited website, clicked, made purchase, subscribed, contacted)*
58%
31%
1.9X
YouTube ads better than or about the same as TV commercials
87%
88%
50%
39%
1.3X
50%
34%
1.5X
36%
24%
1.5X
My viewing of videos on YouTube is not disrupted by ads the way it is on TV***
35%
25%
1.4X
Gen C are more receptive and attentive to ads on YouTube than Non- Gen C
Base: Ever visit YouTube; *Have seen ads on YouTube (Gen C n=347, Non- Gen C n=142); **Have seen skippable ads on YouTube (Gen C n=278, Non- Gen C n=118); ***Ever visit YouTube and watch TV (Gen C n=743, Non- Gen C n=413)

54
Highlights of Brands and Advertising by Usage Segments
Monthly (A)
(n=1218)
Weekly
(B)
(n=1083)
Daily
(C)
(n=499)
40%
42%
50%AB
Have seen skippable advertising on YouTube*
82%
83%
85%
Watch entire or at least part of the ad before deciding to skip it or not**
51%
51%
48%
Took any ad-related action after seeing an ad on YouTube (Net)*
61%
61%
63%
Engaged directly with brand (sub-subnet) (visited website, clicked, made purchase, subscribed, contacted)*
52%
51%
55%
YouTube ads better than or about the same as TV commercials
88%
87%
89%
48%
50%
56%AB
45%
48%
54%AB
My viewing of videos on YouTube is not disrupted by ads the way it is on TV***
33%
33%
37%
32%
34%
43%AB
Over half of YouTube’s most frequent users search on the site for brands they are interested in
Base: Ever visit YouTube; *Have seen ads on YouTube (Monthly n=490, Weekly n=457, Daily n=251), **Have seen skippable ads on YouTube (Monthly n=400, Weekly n=377, Daily n=215); ***Ever visit YouTube and watch TV (Monthly n=1180, Weekly n=1049, Daily n=474)

YouTube Global User Insights Report Highlights Passionate Gen C Audiences

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