Millennials Eat Up YouTube Food Videos
Whether consumers are looking for a flatbread recipe or watching their favorite foodie celebrity, food is thriving on YouTube. New research from Millward Brown Digital, Firefly, and Google delves into how YouTube is fueling the foodie fan culture, with insights into the audiences who devour food videos. They’re tuning in to watch videos that inspire, educate, or entertain. They’re loyal, passionate, and highly engaged, powering a 280% growth in food channel subscriptions over the past year.
Creating a Corporate Culture Video
People are turning to YouTube for ideas, inspiration and tips on cooking techniques. In fact, in the last year alone, views of food and recipe content grew 59%, and social engagement (such as likes, comments and shares) on food channels rose by 118%.
Who’s hungry for food content on YouTube?
To better understand what’s driving this growth in food content on YouTube, we worked with Millward Brown Digital and Firefly to analyze YouTube data and survey consumers about their viewing patterns. We found that while nearly half of all adults watch food videos on YouTube, millennials (ages 18 to 34) view the most food content, watching 30% more food content on YouTube, on average, than other demographics.2
Millennial food lovers are a loyal audience—one that’s powered a 280% growth in food channel subscriptions year over year.3 They’re also inclined to consume this content on the go, as we can see from the fact that 75% of the growth in YouTube food viewership comes from mobile devices.4 We found that millennials engage with YouTube content in four specific ways: