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YouTube has become a content phenomenon. Back in 2005 when the first YouTube video Me At The Zoo was uploaded, nobody would have imagined just how important this video sharing medium was going to be. Google clearly saw the potential of YouTube, however, and only 18 months after YouTube’s co-founder shared his zoo visit with the world, Google announced it was paying $1.65 billion for the service.

Since then the power and influence of YouTube have grown at breath-taking speed. It can even claim to be the world’s second largest search engine - after Google itself.  Some of its statistics are quite staggering:

1. Total number of people who use YouTube - 1,325,000,000
2. Hours of video uploaded to YouTube every minute - 300 hours
3. Number of videos viewed on YouTube every day - 4,950,000,000
4. Average number of mobile YouTube videos per day - 1,000,000,000

Google commissioned a survey in 2016 to understand what the latest viewing trends on YouTube were. Some highlights of the survey were:

1. 6 out of 10 people prefer online video platforms to live TV
2. In an average month, 8 out of 10 18-49-yer-olds watch YouTube
3. On mobile alone, YouTube reaches more 18-49-year-olds than any broadcast or cable tv network

In 2017 Google turned their attention to people watching YouTube on their televisions sets. Highlights from this study include:

1. The time people spend watching YouTube on a tv has doubled in a year
2. 2 out of 3 YouTube viewers say they watch YouTube on a tv screen
3. Just like tv content, watching YouTube on tv screens peaks around prime time
4. Watch time of YouTube on TVs peaks at the weekend

So, with so much time spent watching YouTube, on a wide variety of devices, what types of content are people watching?  It turns out that people watch a wide variety of things actually, which is probably reflective of the fact that YouTube viewers now span the whole spectrum of ages and types of people.

Of course, to many people, YouTube has one purpose only – it’s an easy way to watch music videos. And music videos can’t be ignored - there are so many of them! According to the Wikipedia List of Most Viewed YouTube Videos, "See You Again” by Wiz Khalifa featuring Charlie Puth has had an incredible 2.916 billion views, and has recently overtaken the long-time King of YouTube, "Gangnam Style" to be the leader. In fact, music videos take up 77 out of the 80 videos in this top list.

But there is much more to YouTube than simply music videos. From an influencer marketing point of view, official music videos offer little opportunity for influencer promotion. There are many other types of videos giving better opportunities for marketers, however.