“I feel personally connected to my favorite YouTube personality”

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Presentation transcript:

“I feel personally connected to my favorite YouTube personality” YouTube Enthusiasts Feel a Stronger Connection To Their Favorite TV Characters & Actors Than To Their Favorite YouTube Personalities While YouTube personalities typically take center-stage on the platform, TV characters are more interesting to YouTube Enthusiasts because of their multifaceted complexity and involvement in intriguing storylines. “I feel personally connected to the characters of my favorite TV programs” “I have watched other shows or movies because an actor from one of my favorite TV programs was in it” “I have looked up the actors in a TV program to learn more about them 'off the screen’” 50% 60% 59% “I feel personally connected to my favorite YouTube personality” “I have watched other videos, or video series, because my favorite YouTube personality was in it” “I have looked up my favorite YouTube Personality to learn more about them 'off the screen’” 41% 48% 50% Source: VAB / Research Now “Program Engagement” Survey, April 2018. TV: Q14: Keeping your favorite TV programs in mind, which of the following statements do you believe are true for you? YouTube: Q19: Keeping your favorite YouTube personalities in mind, which of the following statements do you believe are true for you? Check any that apply. Base: YouTube Enthusiasts = Respondents who watch original YouTube content 2x or more per month (375). 1