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Millennial Men and YouTube Gaming

Laurel Wind and Emma Scully


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Abstract: This white paper analyzes the audience segment of millennial men in the United
States aged 18-34 who have young families and then explores the YouTube platform. Then, this
white paper looks at how this particular audience segment utilizes the platform for its gaming
purposes and creates a content plan to best target this audience segment. This white paper lays
out the metrics and measurements vital to creating content for this audience and concludes with a
product plan for the ways in which YouTube can continue to affect this particular audience as
well as other audience segments.

Audience Segment:
- Demographics
Gender: male
18-34 years old
Average Yearly Income: $27,040 - $40,560 (Financials Murai)
The older end of the age group is generally college educated, the younger end is not
70% are not married (CNS News)
Young families
- 57% of children born out of wedlock (CNS News)
- Psychographics
Values
- Family
- Money
- Success
- Reputation
- Drugs
- Alcohol
- Sex

Attributes
- Hardworking
- Motivated
- Egotistic
- Competitive
- Athletic
- Not good with money

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- Behavior
Somewhere in between acting like a working adult and trying to maintain teenage spirit
- Attempts to act like a professional adult in order to grow in their career and support a
family, but does not want to let go of the fun associated with high school/college life

- Geography
Generally move to metropolitan areas for career opportunities
Generally along the coasts
Save money on travel by living in metropolitan area
Increased social interaction in cities
Generally located in the north
- Easy commuting
Can live in suburb to raise family, but can commute to big cities for work
- Access to the city
Although this map is dated, compared to previous maps of geographic distribution, the
density of millennial men with young families moving to metropolitan areas continues to
become more concentrated in cities and less concentrated in suburbs

(CityLab)

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- Brand Usage
Tend to stick to the brands associated with the coolness of teenage years
All about the image

- Media usage
Generally heavy usage
Social media
Business/networking
- Benefits
Rational benefits
- Financial security
- Success in the workplace
Irrational benefits
- Ego
- Sense of coolness
- Media Habits
Networking
Smartphones
- 39% search for restaurants (eMarketer)
Twice as likely as women to play video games (eMarketer)
35% watch online video daily (eMarketer)
Becoming sole shopper in household
- Convenient online shopping
40% agreed to buying everything online if possible (eMarketer)
- Use mobile phone to search for the best prices more than women

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Personal Media Network:
- Image source: WorldVision

Morning: Evening:
Accesses weather and Often listens to the radio
news via smartphone or for news on the way home
social media while tending from work, watches late
to young children via night news before bed on
CNN, NY Times, or Fox TV for local and global
News Afternoon: news
Little to no media usage
while at work, with the
exception of networking
and checking the news,
depending on the
occupation

Medium Analysis (YouTube):


- What is YouTube?
Owned by Google
- Created in 2005
Public, video-sharing site
Discover, watch, and share content
- Audience
Male dominated
- 44% more time spent than women on the site (Digiday)
- The sites male:female viewership ratio is 55:45
The top video categories these males watch:
- Soccer/football
- Strategy video games
- Bodybuilding
- Basketball
- Graphic animation

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Men have a higher viewership rate than women and interact more with the site
Tend to comment more on video content and provide the YouTube video creator with
feedback about the video or opinions
Compared to the female YouTube audience, the male YouTube audience has a 44%
longer watch time per month
- One reason for this could be the video content they are watching is generally longer
than the ones women tend to watch. This statistic also shows that men log into
YouTube more than women to gather information about the video-games they are
playing, to learn RPG strategies for card games, or to catch up on the latest sports
highlights that they missed on live TV.
Male 18-24
- Self-help videos
- Minecraft, COD, Game Theft Auto
- Classified as a gamer (6+ hours a day)
- More interactive with video content
Male 25-34
- Film
- Movie Trailers
- Linked through
YouTube
- ESPN
- Sport clips
- Higher education
Female 18-34
- Self-help (cosmetics)
- Beauty guru
- Savvy
- Pet videos

(ComScore)

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- Even though men outnumber women in viewership on YouTube, 89% of the female
audience is using it for makeup and cosmetic self-help. Female YouTube users mainly go
on the site to watch a video that will help them answer a question (self-help) through
YouTube University or to watch an animal video according to Statistica.
Broad range, reaching 81.2% of Internet users (Digiday)
Reaches more US adults ages 18-34 than any cable network
- 98.3% of U.S. Internet users in the age category 18-24 (Digiday)
- YouTube is an interesting media platform because it has content creators and audiences that
watch the created content. It is one of the only platforms that reaches almost every age group
due to its vast content variety.
Each age group can find something to fulfill their needs.
- Older audience members (60+) utilize the site for home remedies or vehicle assistance.
- The educational demographics of the YouTube audience is a little skewed because computers
are expensive and public computers require transportation which can also be expensive. This
means that many YouTube viewers have higher education levels leading to higher income
levels. In the United States, only 30% of the population earns 75K a year, 46% of YouTube
users reported an annual income of 75K+.

- Why YouTube?
News
Entertainment
Self-selected content
Relaxation
Music
Variety of content
Creative user-generated content
Opportunity to become part of the community

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- Advertising
Most popular channels for advertising among millennial women
- beauty and style channels
Most popular channels for advertising among millennial men
- animal and gaming channels

(Code Digital)
- Altering Communication
Originally who, says what, in which channel, to whom, with what effect
Shifted to who, seeks what, in which channel, from who, with what effect (Tubular Insights)
Blurs lines between creator and consumer
- Since YouTube at its core is a user-generated site, providing anyone the ability to create
content, there is little to no line between the consumer and creator
If a creator uploads a video in which someone posts a video response, the creator of
that video response is both the consumer of the original content and a creator or new
content

- Two-Step Flow Theory


Audience greatly affected by influencers
Brand-sponsored videos
- Step one: content creators get information from brand/sponsor
- Step two: content creators pass information/influence audience/viewers
Generally more effective in influencing thought than on other platforms due to the sense of
community
- Audiences tend to trust YouTube creators more than other content creators simply
because their persona
YouTube content creators tend to act like normal people, who actively engage with
their audience, which creates a sense of trust in the community

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- Uses and Gratifications Theory
The ability for anyone to create any type of content they desire fulfills the need for self-
expression
A content creators ability to support other content creators and the process of building an
audience fills the desire for peer recognition
The audiences/consumers ability to search for a particular type of content
The variety of content created by YouTubers fulfills the consumers need for entertainment

- Cultivation Theory
YouTubes communities often repeat the same information and ideas from various channels
- Often referred to as tag-style videos
Often cultivates opinions based on creators posting similar content
- Could be as simple as the Back to School Tag in which beauty gurus answer questions
discussing which products they use most for back to school
If multiple content creators discuss the same products, the audience will be more
compelled to look into/purchase that product during the back to school time
- Could even be as direct as the Empties Tag in which content creators go through
products they finished (anything from a bag of chips to shampoo) and articulate their
thoughts on the products
If multiple creators post videos explaining why they did not like a particular flavor of
chips, although minuscule in importance, the creators, collectively, often influence
their audience to avoid those particular items

- Priming Theory
Content creators often discuss current events
Younger audiences can begin to understand larger issues when they are explained in a
simple way
- During the 2016 election, many young audiences were often confused at the sheer
amount of information on their TV screens, often leading them to YouTube
Many content creators uploaded videos explaining the platforms of both candidates as
well as the predicted outcomes if either candidate were to win
- This allows the audience to better understand global issues
- Gatekeeper Theory
Content driven by what creators decide to make
Age restrictions restrict sensitive videos from certain viewing audience
- While YouTube restricts all videos with certain content (i.e. inappropriate for younger
audiences), YouTube also tends to restrict certain videos with copy-written content. While
this appears a good idea in theory, YouTube is still exercising its gatekeeper duties by
prohibiting certain creators from publishing their content on the YouTube platform

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Gaming Trend:
- Men aged 18-34 are generally using YouTube for
gaming purposes
- While this trend is relatively new, there is ample
evidence to support the claim that men in the United
States aged 18-34 are using YouTube for gaming in a
very particular manner

- Mobile vs. Desktop


Due to the increase in mobile technology, the
majority of the gaming audience (men aged 18-34)
view content on mobile technology
- According to ThinkWithGoogle, 1 in 3 gaming
views was on a mobile device in 2012
Although this data is dated, it is clear that the
increase in mobile technology since 2012
results in the increase in viewing content on
mobile technology

(ThinkWithGoogle)

- Weekday vs Weekend
Since the majority of men aged 18-34 are in the working class, it makes sense that there will
be increased viewing of gaming content on YouTube during the weekend
- As ThinkWithGoogle reported in 2012, the weekends saw a 18% increase in views on
gaming content
32% of views occurred after work hours, between 6:00 and 10:00p.m.

(ThinkWithGoogle)

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- Subscribed vs. Non-Subscribed
Although the majority of gaming views are from basic searching and unsubscribed users,
there was a 8% increase in views from subscribers in 2012 (ThinkWithGoogle)
Subscribers tend to watch videos twice as long as non-subscribers

- Engagement
3.7x more engaged (likes and comments) with gaming videos than other content (Video Ink)
2.1x more engagement per view (Video Ink)
Less passive medium
Entire point of YouTube is engagement
- Entire point of gaming is engagement
- Why certain videos?
Help Me Win Videos
- Uses and gratifications theory
Live Streams
- Theory
- Personal connection
- Types of Content
Announcement
- 92% of consumers research before (ThinkWithGoogle)
buying a video game (ThinkWithGoogle)
Surprisingly, only 47% of gaming content is community
created, rather than brand-released (ThinkWithGoogle)
- 63% of announcement videos and 69% of launch
videos are viewed on desktops for the full graphic
detail and experience (ThinkWithGoogle)

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- Generate the most engagement
Based on the type of video and type of engagement
Men aged 18-34 are most likely to engage with certain types of content
- Regarding comments and video shares, men are more likely to engage with reviews,
announcements, and demos because they feel the need to express their opinions and these
types of content are most likely to affect the most amount of their online community via
sharing the content
- Regarding likes/dislikes, they are more likely to show their support for content that
directly helps them, whether that is tutorials or walkthroughs

(ThinkWithGoogle)

Content Plan:
- Types of Videos
Most popular is gameplay
- 149,000 channels (Video
Ink)
Tutorial
- 53,000 channels
Lets Play
- 37,000 channels
sense of community
Minecraft
- 75,000 channels
dedicated to it
- Types of Games
Depends on the country

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- Length of Video
Around 10-15 minutes
- Since these young men are working individuals who are raising families, they tend to
gravitate towards content that is brief, but still covers a lot of content

- Thumbnails
Since this audience segment is driven by competition, they often watch videos with action-
packed thumbnails

- Sound/Narration
Since gaming videos are heavily driven by narration, men aged 18-34 tend to subscribe to/
view the content that has the most entertaining/helpful narration, based on their reason for
viewing the content (whether thats to learn or simply for entertainment)

- Quality of Video
This audience segment highly values the quality of the video, as they are either exploring
games they are yet to purchase or looking for ways to better play the games they do have
- If they are exploring games they are yet to purchase, they want to see the graphics and
game-play in the best quality possible so they can decide if they want to purchase the
game for themselves
- If they are looking for better ways to play the game they already have, they want the best
quality video so they can see exactly what is going on and follow in-game hacks step-by-
step

Metrics Plan:
- When looking at this audience, it is important to measure how long they watch videos to better
understand the ideal length of video
- It is also important to measure when the audience segment watches videos, as this particular
audience is in the working class, they tend to watch videos on the weekends, so it would be
best to upload new content on the weekends
- Measuring how they find/choose content is important, as this audience segment often does not
have time to search for new content creators, so they tend to stick to subscribers for content

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Product Plan:
- Creating closed-captioning for gaming videos would be a good way to further engage this type
of audience, as that would allow them to view content without disrupting their young family
- Virtual reality headsets/glass can watch gaming YouTube video while playing actual game
- YouTube television shows, media content actually created by the site
- Work with Xbox and Playstation to play the game themselves and watch content at the same
time
Allows the audience to follow along with tutorials and game walkthrough as they are
playing themselves, providing a more interactive and engaged experience for the viewer

______________________________________________________________________________

Summary: Throughout recent years, men aged 18-34 who are raising young families in the
United States have been utilizing the YouTube platform for its gaming purposes. After analyzing
this trend, we concluded the best way to cater to this audience is to upload new content on the
weekends and during the hours of 6:00 and 9:00 p.m., as these are the days and times when the
particular audience segment spends the most time online. We also found this audience segment
prioritizes video quality and narration and is not heavily influenced by thumbnails.

Then, we laid out the metrics vital to understanding this audience and catering content to best
affect them, including watch time and how they find/choose content.

To conclude, we articulated the futures for YouTube in general, but more specifically, YouTube
gaming and in its attempt to best cater to this audience, including providing closed-captioning,
virtual reality while viewing content, and partnering with Xbox and Playstation so that users can
follow through the tutorial/gameplay as they play themselves.

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