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In contrast, millennial women represent around 24 percent of viewership in the category. April 24, by Eric Blattberg. Digiday Top Stories.

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While it attracts an even split of women and men, YouTube is still fairly male dominated. Meanwhile, the platform attracted For YouTube advertisers, buying beauty and style channels through Google Preferred — which bundles the top 5 percent of YouTube channels in any given vertical for ad buys — is a good bet to reliably reach women, particularly young teens and millennials.

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Beyond gender, YouTube has an age divide. Afterbrands got serious about brand safety, taking steps to ensure media placements weren't appearing alongside harmful content. Now a decade old, it is mainstream enough to have a broad demographic reach. Marketing on TikTok. In March, YouTube drew Internet users in that age bracket who spent an average of 10 hours, 15 minutes on the site. With over hours of videos ed a minute, YouTube has something for everyone.

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Professionals who are COVID long-haulers, have had to radically adjust their working schedules in order to cope with symptoms. Men spend 44 percent more time on the site per month, and of 51 of YouTube content measured by OpenSlate, men make up the majority of viewers in 90 percent of them. Sponsored by Google Amy Lanzi, North America practice lead, Publicis Commerce Finding surprising products in a brick-and-mortar store is, or used to be, a common experience: that magical shopping moment when the customer stumbles across something new that fits their needs perfectly.

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Beauty and style is a popular category, with million monthly views across its top channels, according to OpenSlate. Brand Safety.

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For more research, interviews and analysis from the world of video, up to our weekly video briefing. Most Read. Animal videos attract viewers of all ages, but the top channels in the category which collectively generate million monthly views are most popular among millennial menwho for 30 percent of viewership.

Videos featuring pets and animals have a more even gender split. At Digiday's Media Buying Summit, Dentsu's Brand Safety team talks about what it'll take to create industry wide media buying standards. And those channels attract a youthful, largely female crowd: But there is one thing that unites us all: pets.


Even the olds watch video, although not to the degree of millennials. Women are into makeup and skin care; men are into sports and gaming.

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What bridges the gender divide: dogs — well, and East Asian music. In aggregate, YouTube has a huge audience, reaching Unsurprisingly, younger visitors tend to spend more time on the site.

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