Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » Millennials Eating Up YouTube Food Channels, Driving 280% Growth In Subscriptions

Millennials Eating Up YouTube Food Channels, Driving 280% Growth In Subscriptions

Going on YouTube’s recent numbers around its food content, Millennials are proving to be big-time foodies — or, at least, love watching food videos. According to Google, YouTube users age 18 to 34 watch 30 percent more food videos than any other demographic, helping drive a 280 percent growth in food channel subscriptions over the […]

Amy Gesenhues on June 30, 2014 at 10:50 am

Going on YouTube’s recent numbers around its food content, Millennials are proving to be big-time foodies — or, at least, love watching food videos.

According to Google, YouTube users age 18 to 34 watch 30 percent more food videos than any other demographic, helping drive a 280 percent growth in food channel subscriptions over the last twelve months.

In the past year, YouTube has experienced a 59 percent growth in food and recipe content, and food channels have garnered a 118 percent increase in social engagement (likes, comments and shares).

With help from Millward Brown Digital and Firefly, Google analyzed viewership and engagement around YouTube’s food video content. From the report:

Millennial food lovers are a loyal audience – one that’s powered a 280 percent growth in food channel subscriptions year over year. They’re also inclined to consume this content on the go, as we see from the fact that 75 percent of the growth in YouTube food viewership comes from mobile devices.

YouTube claims 68 percent of Millennial moms buy food products featured in the food videos they watch, while 42 percent of Millennial dads will do the same.

For advertisers that want to benefit from YouTube’s skyrocketing food content trends, Google recommends brands attach their media efforts to a YouTube food celebrity:

Many brands today are finding success with YouTube food audiences by aligning their media strategies with the existing food-related content on YouTube. After all, 78 percent of referrals from YouTube food videos to brand sites are from first-time customers.

As we head into the holiday weekend, YouTube listed the following BBQ videos as the top five trending videos connected to “recipe” searches this month:

Top Trending Food Videos On YouTube In June 2014

1. BBQ Breakfast from Epic Meal Time

2. Itty Bitty BBQ from Grant Thompson “The King of Random”

3. Barbeque Piri Piri Chicken | DJ BBQ in Portugal from Jamie Oliver

4. Fried Smoke BBQ Pork Chops from Barbeque Web

5. Mootz Balls Meatballs by the BBQ Pit Boys by Barbeque Web


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    How clean, organized and actionable is your data?
    Replacement Survey: The top 5 solutions replaced
    What’s the biggest hidden secret in Google Ads?
    Native video tops social media in brand awareness study
    Worsening economy has more shoppers getting online info before making in-store purchases

About The Author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Related Topics

Customer & Digital Experience

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

Site Search 101

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.