英國youtube公司市場前景及投資研究報告-培訓(xùn)課件外文版2024.5

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TRENDSYouTubeintheUnitedKingdom(UK)CHAPTER

01OverviewYouTube'sadvertisingrevenuesaspercentageofGoogle'sglobalrevenuesfrom2017to2022YouTube:shareofGooglerevenues2017-202212%10%8%11.35%11.2%10.9%9.4%8.1%7.3%6%4%2%0%2017201820192020202120224Description:In2022,YouTube'sadvertisingrevenueaccountedforapproximately11.35percentofGoogle'stotalrevenue.Thatyear,thevideoplatform'sannualadrevenuesamountedto29.24billionU.S.dollars,upfromthe28.84billionU.S.dollarsinthepreviousyear.ReadmoreNote(s):Worldwide;2017to2022;excludingYouTubenon-advertisingrevenuesSource(s):Alphabet;GoogleWorldwideadvertisingrevenuesofYouTubefrom2017to2022(inmillionU.S.dollars)GlobalYouTubeadvertisingrevenues2017-202235,00030,00025,00020,00015,00029,24328,84519,77215,14911,155201810,0005,00008,150201720192020202120225Description:In2022,YouTube'sglobaladvertisingrevenuesamountedtoapproximately29.24billionU.S.dollars,upbylessthantwopercentfromthe28.8billionU.S.dollarsintheprecedingfiscalperiod.WhereastheownedonlinevideoplatformdoesnotgeneratethesameamountofrevenueasGoogle'skeysegmentSearch,itisnonethelessasignificantmoney-makerforparentcompanyAlphabet.ReadmoreNote(s):Worldwide;2017to2022;YouTubenon-advertisingrevenuesareincludedinGoogleotherrevenuesSource(s):Alphabet;YouTubeNumberofjobssupportedbyYouTubeandgrossdomesticproduct(GDP)contributionfromYouTubecreatorsinselectedcountriesin2021YouTube:jobssupportedandcreatorscontributiontoGDP2021,byregionJobs

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GDPUnitedStatesBrazil4250001220003000018000400002000025inbillionU.S.dollars6inbillionBrazilianreals1.2inbillioneurosGermanyAustralia1.4inbillionAustraliandollars1.4inbillionpoundsUnitedKingdomFrance650inmillioneuros6Description:In2021,itwasestimatedthatYouTubefacilitatedorsupportedthecreationof425thousandjobsintheUnitedStatesand122thousandjobsinBrazil.ThedirectcontributionsofYouTubecontentcreatorstothetworegions'grossdomesticproductwereestimatedtoamountto25billionU.S.dollarsandsixbillionBrazilianrealsasoftheendof2021,respectively.AustraliaandtheUnitedKingdomalsosawconsistentcontributionsfromYouTubecontentcreatorsintheexaminedyear,withan[...]

ReadmoreNote(s):Australia,Brazil,Asia,France,Germany,UnitedKingdom,UnitedStates,EU;

2021Source(s):OxfordEconomicsHoursspentonselectedactivitiesonlineintheUnitedKingdom(UK)in2022(inbillions)UK:selectedonlineactivitiesengagement20227060504030612520100116OnlinevideosSocialGamingsites/appsTotal7Description:In2022,usersintheUnitedKingdom(UK)spentapproximately61billionhoursonline,engaginginseveralkindsofactivities.Approximately25billionhourswerespentwatchingvideosonlineduringtheexaminedyear,while11billionhourswerespentonsocialmedia.Additionally,UKusersengagedwithonlineandmobilegamingforapproximatelysixbillionhoursthroughout2022.ReadmoreNote(s):UnitedKingdomSource(s):comScoreUniquevisitorsofonlineinternetservicesintheUnitedKingdom(UK)fromMarch2022toMarch2023(inmillions)UK:onlineaudienceofselectedservices2022-202370605040302010057.453.951.641.3TotalinternetSocialmediaEntertainmentSports8Description:BetweenMarch2022andMarch2023,thenumberofuniqueinternetusersintheUnitedKingdomwasapproximately57.4million.Entertainmentservicescountedapproximately34millionuniqueUKusers,whilesocialmediasawapproximately51.6millionuniqueusersintheexaminedperiod.ReadmoreNote(s):UnitedKingdom;March2022toMarch2023Source(s):comScoreAnnualrevenueofGoogleUKLimitedfrom2018to2021(inmillionGBP)GoogleUKLimited:annualrevenueintheUK2018-20214,0003,391.553,5003,0002,5002,0001,5001,0005001,805.511,599.851,406.730Yearended30June2018Yearended30June2019Yearended30June2020July2020toDecember2021*9Description:GoogleUKLimitedreportedrevenuesof3.34billionBritishpoundsinthe18monthperiodendingDecember2021.ThecompanychangeditsfinancialyearendtoDecember31fromJune30,resultinginsucharesult.Googlegeneratesthemajorityofrevenuethroughadvertising.ReadmoreNote(s):UnitedKingdom;2018to2021;*GoogleUKLimitedchangeditsfinancialyearendtoDecember31fromJune30.Duetothischange,auditedresultscoverthe18monthperiodfromDecember31,2021withcomparativedatabeingaudited[...]

ReadmoreSource(s):Google;GOV.UKNetprofitofGoogleUKLimitedfrom2018to2021(inmillionGBP)GoogleUKLimited:netprofitintheUK2018-20211,000896.089008007006005004003002001000225.99180.69181.52Yearended30June2018Yearended30June2019Yearended30June2020July2020toDecember2021*10Description:GoogleUKLimitedreportedanetprofitof896millionBritishpoundsinthe18monthfiscalperiodthatendedDecember31,2021.GoogleUKLimitedchangeditsfinancialyearendtoDecember31fromJune30.Thiswasanincreaseonthepreviousyear,wherethecompanyreported225.99millionpounds.Googlegeneratesthemajorityofrevenuethroughadvertising.ReadmoreNote(s):UnitedKingdom;2018to2021;profitforthefinancialperiod;*GoogleUKLimitedchangeditsfinancialyearendtoDecember31fromJune30.Duetothischange,auditedresultscoverthe18monthperiodfromDecember31,2021with[...]

ReadmoreSource(s):Google;GOV.UKNumberofemployeesatGoogleUKLimitedfrom2018to2021GoogleUKLimited:numberofemployeesintheUK2018-20216,0005,7015,1245,0004,4394,0003,6583,0002,0001,0000Yearended30June2018Yearended30June2019Yearended30June2020July2020toDecember2021*11Description:GoogleUKLimited'saverageheadcountforthefiscalperiodthatendedDecember31,2021,was5,701employees.ThiswasanincreasecomparedtothepreviousreportingperiodendingJune30,2020,where5,124individualswerereportedtohavehadworkedforthecompanyintheUK.ReadmoreNote(s):UnitedKingdom;2018to2021;*GoogleUKLimitedchangeditsfinancialyearendtoDecember31fromJune30.Duetothischange,auditedresultscoverthe18monthperiodfromDecember31,2021withcomparativedatabeingaudited[...]

ReadmoreSource(s):Google;GOV.UKCHAPTER

02UsageanddemographicsAveragetimeperdayspentwatchingaudiovisualcontentintheUnitedKingdom(UK)in2022,bytype(inminutes)DailyaudiovisualviewingtimeintheUnitedKingdom(UK)2022,bytype14012012010080604020046372523161LiveTVVideosharingplatformsSVOD/AVODRecordedplaybackOtherTVsetusageBVODDVD/Blu-ray/VHS13Description:In2022,peoplefromtheUKspentonaveragefourhoursand28minuteswatchingaudiovisualcontent.Theaverageviewerspenttwohoursperdaywatchinglivetelevision,whiletheSVODandAVODviewingtimeamountedto37minutes.

ReadmoreNote(s):UnitedKingdom;2022Source(s):BARB;InstituteofPractitionersinAdvertising(TouchPoints);OfcomLeadingonlineplatformsforinternetusersintheUnitedKingdomtowatchcontentasofNovember2022UK:mostpopularvideoplatformsforintentusers2022Shareofrespondents0%

10%20%30%40%37%50%48%60%70%80%77%90%YouTubeFacebook(inc.FacebookGaming)Instagram44%TikTokSnapchat22%Twitch8%Vimeo4%3%2%1%2%DailymotionOnlyFansBitChuteIwatchvideos/clipsonotherapps/sitesIdonotwatchvideos/clipsonanyIwatchvideos/clipsonotherapps/sites10%14Description:AccordingtoasurveyofinternetusersintheUnitedKingdom(UK)conductedbetweenOctoberandNovember2022,YouTubewasthemostpopularonlinevideoplatformforresponders,with77percentreportingconsumingonlinevideocontenttheservice.ApproximatelyhalfofrespondentsreportedusingFacebooktowatchonlinevideos,while44percentofrespondentsreportedusingInstagramtowatchvideosasoftheexaminedperiod.

ReadmoreNote(s):UnitedKingdom;October18toNovember10,2022;4,287respondents;internetusersSource(s):OfcomLeadingonlineplatformsforinternetusersintheUnitedKingdomtowatchlivestreamingcontentasofNovember2022UK:mostpopularvideoplatformsforlivecontent2022Shareofrespondents0%5%10%15%20%25%30%29%35%40%38%YouTube(Live)Facebook(Live)31%Instagram(Live)TikTok(LIVE)Twitch25%10%YouNow1%1%Iwatchlivestreamedvideosonotherapps/sitesIdonotwatchlivestreamedvideosonanyapps/sites33%15Description:AccordingtoasurveyofinternetusersintheUnitedKingdom(UK)conductedbetweenOctoberandNovember2022,YouTubewasthemostpopularplatformtowatchlivestreamingcontent.Approximately40percentofUKonlineaudienceswatchedlivestreamedcontentonYouTube,while31percentusedFacebookLive.Onlyaroundonein10UKusersreportedwatchinglivecontentonTwitch.ReadmoreNote(s):UnitedKingdom;October18,toNovember10,2022;4,287respondents;internetusersSource(s):OfcomYouTubepenetrationinselectedcountriesandterritoriesasofJuly2023YouTubepenetrationinselectedcountriesandterritories2023Shareofpopulation0%10%20%30%40%50%60%70%80%90%100%110%UnitedArabEmiratesNetherlandsUnitedKingdomNorway98.3%92.6%91.8%91.7%91.6%91.2%SouthKoreaHongKongIsraelSaudiArabiaCanada90.6%90.5%90.4%90.1%90%SpainSwedenDenmark90%Germany89.9%16Description:AsofJuly2023,theUnitedArabEmirateswasthecountrywiththehighestYouTubepenetration,atapproximately98percent.TheNetherlandsrankedsecondwithareachof92.6percent,followedbytheUnitedKingdomwithareachof91.8percent.TheglobalYouTubereachinJuly2023wasapproximately37percent.ReadmoreNote(s):Worldwide;July2023;18yearsandolder;Numberofadultusers*thatavertiserscanreachonYouTubecomparedtotheadultpopulationSource(s):DataReportal;Meltwater;WeAreSocialSocialnetworkwebvisitshareheldbyYouTubeintheUnitedKingdom(UK)fromJanuary2018toJuly2023YouTube:shareofsocialnetworkwebsitevisitsintheUnitedKingdom(UK)2018-20235.5%5.0%4.5%4.0%3.5%3.0%2.5%2.0%1.5%1.0%17Description:InJuly2023,YouTubeheldamarketshareof2.25percentamongonlinesocialnetworkingplatformsintheUnitedKingdom(UK).Figureswerecalculatedbasedonapproximatelyfifteenbillionhitsonlinepermonth.ReadmoreNote(s):UnitedKingdom;January2018toJuly2023;*StatCountercalculatesthestatisticsbasedonmorethan15billionhitsonlinepermonthfrommorethan3millionmembersitesworldwide.Includesdesktop,mobile,tabletandconsole.

ReadmoreSource(s):StatCounterYouTubeusersintheUnitedKingdomasofNovember2022,byagegroupUK:YouTubeusers2022,byage100%89%90%80%70%60%50%40%30%20%10%0%86%82%74%74%52%16-2425-3435-4445-5455-6465+18Description:AsofNovember2022,approximately90percentofinternetusersagedbetween16and24yearsintheUnitedKingdom(UK)reportedwatchingvideosonYouTube.Incomparison,74percentofusersagedbetween45and64yearsintheUKreportedengagingwiththepopularplatformtowatchvideosasoftheexaminedperiod.ReadmoreNote(s):October18toNovember10,2022;4,287respondents;internetusersSource(s):OfcomDistributionofYouTubeusersintheUnitedKingdom(UK)asofJanuary2023,bygenderYouTube:distributionofUKaudiences2023,bygender60%50.2%49.8%50%40%30%20%10%0%FemaleMale19Description:AsofJanuary2023,approximately50percentofYouTubeusersintheUnitedKingdom(UK)weremale.Bycomparison,femaleUKusersonthepopularsocialvideoplatformwereover50percentofthetotal.

ReadmoreNote(s):January2023Source(s):DataReportal;Kepios;Meltwater;WeAreSocialYouTubeusersintheUnitedKingdomasofNovember2022,bygenderUK:YouTubeusers2022,bygender90%80%80%70%60%50%40%30%20%10%0%73%ManWoman20Description:AccordingtoasurveyofinternetusersintheUnitedKingdom(UK)conductedbetweenOctoberandNovember2022,80percentofmalerespondentsreportedwatchingcontentonYouTube.Incomparison,womenreportingtodothesamewere73percent.ReadmoreNote(s):UnitedKingdom;October18toNovember10,2022;4,287respondents;internetusersSource(s):OfcomYouTubedailyengagementamongGenZusersintheUnitedKingdominOctober2022,byagegroupYouTubedailyusageamongGenZintheUK2022,byage80%69%68%68%70%60%50%40%30%20%10%0%66%Total16-1819-2122-2421Description:AccordingtoanOctober2022surveyofsocialmediausersagedbetween16and24yearsintheUnitedKingdom,sevenin10respondentsreportedengagingwiththepopularsocialvideoplatformYouTubedaily.Amongthese,69percentofusersagedbetween16and18yearsaccessedYouTubedaily,while66percentofusersagedbetween22and24reportedusingtheplatformonadailybasis.

ReadmoreNote(s):UnitedKingdom;October2022;2,689respondents;16-24years;socialmediausersSource(s):IpsosMORIMostusedonlineplatformsamongchildrenintheUnitedKingdom(UK)asofNovember2022UK:mostusedonlinewebsitesandappsforchildrenandteens2023100%88%90%80%70%60%50%40%30%20%10%0%55%53%46%41%34%YouTubeWhatsAppTikTokSnapchatInstagramFacebook22Description:AsofNovember2022,YouTubewasthemostpopularonlineplatformsamongchildrenandteensagedbetweenthreeand17yearsintheUnitedKingdom.WhatsAppfollowed,with55percentofrespondentsreportingtousethechatapp.TikTokrankedthird,witharound53percentofyoungusersengagingwiththepopularsocialvideoplatformasofNovember2022.ReadmoreNote(s):asofNovember2022;3-17yearsSource(s):OfcomTopYouTubesearchqueriesintheUnitedKingdom(UK)in2022(indexvalue)LeadingYouTubesearchqueriesintheUK2022Indexrating600204080100120SongSongs10068Music51ASMRNews2525RobloxMinecraftTikTokSidemenFortniteFootballPeppaPigCocomelon212121211916141323Description:In2022,queriesrelatedtomusicandgamingcontentwerethemostsearchedonYouTubebyusersintheUnitedKingdom.Theterms"song"and"songs"reportedthehighestindexrate,whiletheterm"ASMR"cameinfourthwithanindexvalueof21.TermsrelatedtopopulargamingplatformRobloxandonlinegameMinecraftwerebothindexedat21,whilethequery"Fortnite"presentedanindexvalueof19.ReadmoreNote(s):UnitedKingdom;2022Source(s):DataReportal;GoogleTrends;Meltwater;WeAreSocialUserengagementonshortvideoplatformsintheUnitedKingdom(UK)in2022(inbillions)UK:actionsonshort-videoplatforms20224.03.73.53.02.52.01.51.00.50.020.12InstagramReelsTikTokYouTubeShorts24Description:In2022,InstagramReelscollectedover3.7billionactionsfromusersintheUnitedKingdom.Incomparison,TikTokgeneratedtwobillionactionsamongusersinthecountry.YouTubeShortsrankedlastamongtheexaminedshort-videosocialplatformsintermsofengagement,withusersgenerating116millionlikesintheexaminedyear.ReadmoreNote(s):UnitedKingdom;2022;TikTokandInstagramReelsactions,YouTubelikesSource(s):comScoreCHAPTER

03BrandawarenessYouTubebrandawareness,usage,popularity,loyalty,andbuzzamongsocialmediausersintheUnitedKingdomin2022YouTubebrandprofileintheUK202297%100%90%80%70%60%50%40%30%20%10%0%66%62%61%24%YouTubeawarenessYouTubepopularityYouTubeusageYouTubeloyaltyYouTubebuzz26Description:HowhighisthebrandawarenessofYouTubeintheUK?ReadmoreNote(s):UnitedKingdom;May12to18,2022;1189respondents;18to64years;respondentswhousesocialmediaSource(s):

ConsumerInsightsYouTubebrandawareness,usage,popularity,loyalty,andbuzzamongvideo-on-demandusersintheUnitedKingdomin2022YouTubebrandprofileintheUK2022100%90%80%70%60%50%40%30%20%10%0%95%55%53%50%18%YouTubeawarenessYouTubepopularityYouTubeusageYouTubeloyaltyYouTubebuzz27Description:HowhighisthebrandawarenessofYouTubeintheUK?ReadmoreNote(s):UnitedKingdom;May12to18,2022;1189respondents;18to64years;respondentswhousevideo-on-demandSource(s):

ConsumerInsightsLeadingsocialnetworksrankedbybrandawarenessintheUnitedKingdomin2023Mostwell-knownsocialnetworksintheUK2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%YouTubeFacebookTikTok95%94%92%InstagramTwitter92%92%SnapchatLinkedInPinterestReddit88%80%80%74%Twitch66%TumbIrFlickr62%48%WeChat43%28Description:YouTubeisthemostwell-knownsocialnetworkamonginternetusersintheUK,withabrandawarenessof95percent.Thiscrownishighlycontested,withFacebookbeingrecognizedby94%ofrespondents.BothInstagramandTwitterreachabrandawarenessof92%,while88%ofadultinternetusersintheUnitedKingdomknowSnapchat.ReadmoreNote(s):UnitedKingdom;June2023;1241respondents;18to64yearsSource(s):ConsumerInsightsLeadingvideo-on-demandbrandsrankedbybrandawarenessintheUnitedKingdomin2023Mostwell-knownvideo-on-demandbrandsintheUK2023Shareofrespondents40%

50%0%10%20%30%60%70%80%90%100%NetflixAmazonPrimeVideoDisney+96%94%93%91%YouTubePremiumGooglePlaystoreAppleTV+88%84%84%iTunesNowTV83%Discovery+78%BritBox74%MicrosoftStorePlayStationStoreWOW(SkyGo)69%68%67%29Description:Whenitcomestothemostpopularvideo-on-demandbrandsintheUK,Netflixtopsthelist.TheAmericanstreamingserviceisrecognizedby96%ofinternetrespondentsinUnitedKingdom,2%morethanthesecondplacedAmazonPrimeVideo(94%).Disney+(93%),thatwaslaunchedintheUKin2020,hasmadesignificantinroadsasitiscurrentlythethirdmostpopularvideo-on-demandserviceintheUK.ReadmoreNote(s):UnitedKingdom;MaytoJune2023;1241respondents;18-64yearsSource(s):ConsumerInsightsCHAPTER

04AppperformanceYear-over-yeargrowthinmonthlyhoursspentonsocialmediaandcommunicationappsonAndroidintheUnitedKingdom(UK)in2022UKyearlygrowthinmonthlytimespentusingsocialmediaappsonAndroid20220%0%0.0%-1.0%-2.0%-3.0%-4.0%-5.0%-6.0%-2%-3%-4%-5%TikTokFacebookMessengerWhatsAppMessengerInstagramYouTubeFacebook31Description:In2022,AndroidusersintheUnitedKingdomdidnotengagemoretimeonsocialvideoappTikTokandsocialcommunicationappFacebookMessengercomparedto2021.YouTubesawadecreaseofaroundfourpercentyear-over-yearinengagementfromAndroidusersintheUK.Facebooksawusersinthecountryspendingapproximatelyfivepercentmorelessontheapp.ReadmoreNote(s):UnitedKingdom;2022;AndroidphonesonlySource(s):Data.aiMonthlytimespentontheYouTubemobileappperuserinselectedmarketsworldwidein2022(inhours)YouTubeappuserengagementinselectedmarkets2022Timespentperuserinhours200510152530354045SouthKoreaIndia4029.2IndonesiaRussia26.826.3WorldwideBrazilUnitedstatesMexico23.12221.32120.9SingaporeTurkeyCanadaAustraliaUnitedKingdom18.517.717.115.532Description:In2022,usersworldwidespentapproximately23.1hoursusingtheYouTubemobileapppermonth.UsersinSouthKoreaspentanaverageofapproximately40hoursengagingwithvideocontentontheYouTubeapp,whileusersinIndiaspentaround29hoursmonthlyontheapp.IntheUnitedStates,eachuserspentapproximately21.3hoursonthemobileappofthepopularsocialvideoplatformin2022.ReadmoreNote(s):Worldwide;2022;AndroidphonesonlySource(s):Data.ai;DataReportal;Meltwater;WeAreSocialYouTubein-apppurchaserevenuesinJune2023,bymarket(inmillionU.S.dollars)YouTubeIAPrevenues2023,byregionRevenueinmillionU.S.dollars15

20051025303540UnitedStatesJapan35.320.31SouthKoreaUkraine8.655.16Brazil2.932.872.76TaiwanAustraliaUnitedKingdomCanada2.452.212.13HongKong33Description:InJune2023,theUnitedStateswasbyfarthecountrygeneratingthemostofYouTubein-apppurchaserevenues,withover35millionU.S.dollarsspentbyusersontheplatformviatheirmobiledevices.Japanfollowedinsecondplacewithapproximately20.3millionU.S.dollarsinIAPrevenues.YouTubemonetizationpracticesincludechannelmerchandiseselling,memberships,andcommenthighlights.ReadmoreNote(s):Worldwide;June2023;IAPrevenuereducedbyplatformfeesandinclusivetaxes;AppleAppStoreincludesiPhoneandiPaddevicescombinedSource(s):AppMagicMostpopularmobileappsintheUnitedKingdom(UK)inJanuary2023,byreachLeadingmobileappsintheUK2023,byreachAudiencereach40%0%10%20%30%50%60%70%80%90%100%WhatsAppFacebook86.6%78.4%GoogleMapsYouTubeFacebookMessengerInstagram70.7%69.9%69.5%63.2%Amazon57.1%Gmail55.7%GooglePlayStoreGooglePlayServicesAppleMusicSpotify50.9%46.6%43.9%41.1%39.8%MicrofotOutlook34Description:InJanuary2023,WhatsAppwasthemostpopularmobileappforsmartphoneortabletusersintheUnitedKingdom,withanaudiencereachof86.6percent.SocialmediagiantFacebookfollowed,withareachofaround78percentofthecountry'sdigitalpopulation.GoogleMapsrankedthirdwithanaudiencereachof71percent.In2023,e-mailservices,mobilesocialmedia,andmessengerappswerethemostpopularcategoriesforsmartphoneusersinthecountry.

ReadmoreNote(s):UnitedKingdom;January2023;15yearsandolder;internetusers,smartphoneortabletdevice(s)Source(s):IpsosMORI;UKOMMostpopularmobileappsintheUnitedKingdom(UK)inMarch2023,byaveragetimespentperuser(inminutes.seconds)LeadingmobileappsintheUK2023,byaveragetimespentAveragetimespentperuserinminutes.secondspermonth02004006008001,0001,2001,400Facebook&MessengerSnapchatTikTok1,158.31947.03877.04YouTubeGoogle708.11525.52InstagramWahtsAppBBC426.31309.53237.55185.3149.17AmazonMicrosoft35Description:InMarch2023,FacebookwasthemostengagingmobileappsintheUnitedKingdom,withusersspendingover1,158minutesonaverageonthesocialmediaplatform.Snapchatrankedsecond,withmorethan947minutesspentontheapp,whileTikTokrankedthirdwitheachuserspendingapproximately877minutesontheplatform.ReadmoreNote(s):UnitedKingdom;March2023;15yearsandolder;smartphoneortabletdevice(s),onmonthlybasisSource(s):IpsosMORI;UKOMNumberofYouTubeKidsmobileappdownloadsintheUnitedKingdom(UK)from2015to2022(inmillions)UKdownloadsofYouTubeKidsmobileapp2015-20222.51.992.01.51.00.50.01.891.711.541.431.351.230.192015201620172018201920202021202236Description:In2022,YouTubeKidsmobileappamassed1.54milliondownloadsintheUnitedKingdom,upfromthe1.43milliondownloadsofthepreviousyear.Between2015andtheendof2020,theYouTubeKidsappdownloadsfluctuated,reachingapeakof1.99milliondownloadsin2020.YouTubeKids,whichlaunchedin2015,recordedroughly106.5milliondownloadsworldwidein2022.ReadmoreNote(s):UnitedKingdom;2015to2022;GooglePlayandAppleAppStorecombinedSource(s):AppMagicMostpopularvideoappsusedbychildrenintheUnitedKingdom(UK)in2022LeadingvideoappsusedbychildrenintheUK202280%70%60%50%40%30%20%10%0%67%43%23%14%10%6%YouTubeNetflixDisneyPlusAmazonPrimeVideoTwitchYouTubeKids37Description:In2022,YouTubewasbyfarthemostpopularvideoappusedbychildrenintheUnitedKingdom,withareachof67percentintheexamineddemographic.Incomparison,43percentusedNetflix,andonlysixpercentusedYouTubeKidsmobileapp.Live-streamingandgamingcommunityTwitchsawantenpercentusagereachamongkidsagedbetweenfourand18yearsoldintheUK.ReadmoreNote(s):UnitedKingdom;2022;400,000respondents;4-18yearsSource(s):QustodioCHAPTER

05AdvertisingDigitalvideoadvertisingexpenditureintheUnitedKingdom(UK)from2008to2022(inmillionGBP)DigitalvideoadvertisingspendingintheUK2008-20227,0006,0005,0004,0003,0002,0001,0005,9955,5003,4812,8702,30720181,61020171,100201671144231020011828531202008200920102011201220132014201520192020*20212022**39Description:In2021,digitalvideoadvertisingspendingintheUnitedKingdom(UK)stoodatroughlysixbillionBritishpounds.Totaldigitaladspendinthecountryexceeded26billionpoundsthatyear.ReadmoreNote(s):UnitedKingdom;2008to2022;*The

estimateisbasedonvaluesin2021andthecompoundannualgrowthratefrom2020to2021of58percent,whichwereprovidedbythesource.TheSource(s):IABUK;PwC;

Varioussources()estimateisbasedonthevaluein[...]

ReadmoreFeaturesofYouTubeadvertisingaccordingtoconsumersintheUnitedKingdom(UK)asofSeptember2022FeaturesofYouTubeadvertisingintheUK2022Shareofrespondents10%0%5%15%20%...makesmelaugh...entertainsme21%19%...sticksinmymemory...Ilike13%12%...makesmefeelemotional...Itrust10%4%40Description:Duringa2022surveyfieldedintheUnitedKingdom,gaugingtheirperceptionofadvertising,13percentofrespondentsstatedthattheyfoundmemorableadvertisingonYouTube,whereasfourpercentsaidtheyfoundadstheytrustedthere.

ReadmoreNote(s):UnitedKingdom;September2022;1,158respondentsSource(s):Ipsos;Thinkbox(@Thinkboxtv)ShareofYouTubecreativeentrepreneursintheUnitedKingdom(UK)whoreportedfindingprofessionalopportunitiesontheplatformin2021OpinionofUKYouTubeentrepreneursontheplatformprofessionalpossibilities2021100%87%90%80%70%60%50%40%30%20%10%0%80%68%AgreedthatYouTubehelpsthemexportthiercontenttointernationalaudiencestheywouldn'totherwisehaveaccesstoAgreedthatYouTubegivesthemcreativeandearningopportunitiestheywouldnotgetfromtraditionalmediaAgreedthattherevenuetheyreceivefromadvertisementsbeingplacesontheirYouTubeco