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YouTube: Culture and Trends Report 2022

Ipsos conducted a survey of individuals aged 18-24 on behalf of YouTube in May 2022. Participants came from U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, and EGY.

Publish year:

2022

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Report's Top Statistics

85% of Gen Z have posted a video online

YouTube: Culture and Trends Report 2022

Social media marketing

65% of Gen Z agree that content that’s personally relevant to them is more important than the content that lots of other people talk about.

YouTube: Culture and Trends Report 2022

Social media marketing

55% of Gen Z agree that they watch content that no one they know personally is interested in.

YouTube: Culture and Trends Report 2022

Video marketing

61% of Gen Z agree that they would describe themselves as a really big or super fan of someone or something.

YouTube: Culture and Trends Report 2022

Video marketing

63% of Gen Z followed one or more meme accounts in the past 12 months

YouTube: Culture and Trends Report 2022

Social media marketing

57% of Gen Z like it when brands participate in memes.

YouTube: Culture and Trends Report 2022

Social media marketing

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