Research firm eMarketer has published some data for YouTube viewership in the UK, claiming that more than 90% of people classed as ‘digital video viewers’ regularly visit the service.

“In 2018, 40.4 million people, or six out of 10 people in the UK, will watch video via the YouTube app or website at least once per month,” claimed the company in its report this morning.

It adds that in 2018, more than two thirds of the UK’s population will be watching some form of digital video. The company is stressing the competition within the market.

“YouTube viewership isn’t going to drop away, of course – it’s too well-established. But it’s going to have to compete for video-viewing time from a multitude of other options like never before,” said eMarketer senior analyst Bill Fisher.

YouTube may be extremely popular in general in the UK, but last June consultancy firm Midia Research published its own figures claiming that for music specifically, YouTube was being outgunned by Spotify for young people.

The company said that 71% of 16-19 year-olds in the UK were using Spotify on a weekly basis, while 52% of them were using YouTube *for music* that often.

EarPods and phone

Tools: platforms to help you reach new audiences

Tools: Kaiber

In the year or so since its launch, AI startup Kaiber has been making waves,…

Read all Tools >>

Music Ally's Head of Insight

Leave a comment

Your email address will not be published. Required fields are marked *