YouTube continues to be one of the most relevant platforms for creating and consuming content. It currently has more than 2 billion users in the world (almost a third of the entire internet).
During Brandcast 2020, an event that YouTube holds annually for brands, viewers and creators, it was confirmed that so far this year 3 categories have stood out in Mexico with considerable growth and all have in common a return to basics (Back to Basics).
The Covid-19 pandemic has led to an increase in video consumption in the world. Almost 9 out of 10 YouTube users say they have increased the time they watch online videos, which is why YouTube reached more than 55 million people aged 18 years and over in Mexico, +20 million in Colombia and 10 million in Chile and Peru until August 2020.
With being at home longer than before, the biggest growth on YouTube-enabled devices was television.
“We can see people in their TV rooms watching content on a bigger screen,” said Pablo Castellanos, marketing manager, market research at YouTube.
Learn at home
Due to the confinement in the world, YouTube users sought to go back to basics to learn from home, solve unexpected problems and perform activities without equipment, for example, exercise.
The reproductions of videos with the word “home” and “without equipment” in the title, reached a peak in Mexico, between March 15 and 31, 2020, increasing views by more than 200% compared to the daily average of the year .
The grandparents on the platform became very important, since for the first time there were a greater number of older adults creating content and going viral.
“We saw an evolution of the content creator archetype like that of grandparents grandparents. They connected with the image of people with whom we could not have contact ”, said Karla Agis, manager of culture and trends on YouTube.
In Mexico, some channels such as Doña Ángela’s in “From my ranch to your kitchen” were very relevant, so much so that they became viral, as was the case Tito Charly, who achieved 490,000 subscribers and more than 1 million views on his channel in just 5 months with just 49 videos.
Reconnection with culture
The loss of social activities generated a reunion with their own culture, for this reason, users found spaces to feel proud of their culture or connect with others.
In 2020, channels emerged that became popular showing how to make Japanese hiraganas, foreigners like Isaac et Nora (of South Korean descent) singing Mexican music, even videos of movies dubbed into the Quechua language.
There was also significant growth in channels that promote sustainability from home. Videos with the words “cultivation” or “garden” and “at home” in the title were viewed more than 26 million times in the year. The new interest in these activities is to return to the basics, they began in 2019 and soared in 2020 from the pandemic
One of our favorite topics had an increase in views within YouTube. In recent months, Fall Guys and Among Us transcended barriers and conquered an audience even larger than usual.
Videos related to Fall Guys: Ultimate Knockout were viewed more than a billion times in the first month since its release date and started a wave of content around it, such as raps in his honor or crafts to do at home.
Among Us became a phenomenon among the creators who made dynamics of coexistence within the video game.
The winning combo that has been built with Windows sounds, VHS stickers, fonts that were seen on MTV 30 years ago, has been one of the most popular on YouTube. Content creators have used 90’s fashion, accessories, and gadgets mixed with current music.
Offering travel experiences was one of the trends of 2020, since the possibility of traveling the world was limited, allowing it only through digital media. Videos created in 4K had 70 million views worldwide.
Video consumption continues to increase and we confirm that the more time we spend at home, the greater the interest in seeing the outside through digital media.
Peru is the country that will use YouTube the most in the future (47%), in Mexico 4 out of 10 will use the platform more, the same as Colombia. Chile 42% and Argentina 39%.