Sarah: Hi, everyone.
Welcome to the YouTube Multicultural Marketing Summit.
I'm Sarah Carberry, and I lead the U.S. multicultural team at YouTube.
We help brands strengthen the cultural relevance of their campaigns.
This past year has completely transformed conversations around culture
and multicultural consumers.
We're currently experiencing
one of the biggest cultural shifts in history.
And it's incredible seeing
how that shift is coming to life on YouTube.
Viewers on YouTube are now younger, more culturally diverse,
and care deeply about today's social issues more than ever before.
And Gen Z, our youngest segment is on track to be the largest
and most ethnically diverse generation in the U.S. ever.
What's even more interesting is the rapid shift
in the way these viewers consume and connect
based on what matters most to them, with video
being increasingly more important to their lives.
According to Nielsen, multicultural consumers
are adopting streaming services faster than the general population.
With streaming households set to outnumber pay TV households
in the U.S. this year, multicultural consumers can now watch
what they want, when they want it, right in their living room.
And the one thing that's clear:
the indispensability of YouTube among multicultural consumers.
According to Comscore, YouTube is number one in reach
and watch time among ad-supported streaming services in households
with at least one person who identifies as Black, Asian, or Latinx.
For many of these consumers,
YouTube is a place to find a sense of community,
build meaningful connections through creators and content they love.
YouTube has transformed the way
multicultural consumers enjoy their passions.
In a recent Google commissioned study by Sparketing,
over 75% of multicultural viewers said they feel that YouTube
is a platform that has content relevant to them.
But multicultural consumers aren't just consuming content.
They're also creating it.
Over the past year, we've seen views from multicultural creators
increase as mainstream audiences from all over the world are watching.
For instance, music videos from genres
like K-pop and hip-hop generate over one billion streams each,
and for the first time ever, hip-hop took all 10 spots on the YouTube
most watched music videos list.
The top song "Life is Good"
generated almost 2 billion views to date.
And when K-pop icons BTS released their video "Butter" in May,
they set a record for the biggest music video premiere on YouTube,
with more than 108 million views in the first 24 hours.
And we're seeing growth across Latin music content too.
Watch time for U.S. Spanish language music lineup
increased by 20% year over year.
Artists like Rosalía and my favorite, Maluma,
are finding success with U.S. audiences without the traditional crossover songs
or English translations.
But music is just one way
YouTube reflects the cultural shifts in the world around us.
The rise of multicultural content and creators
can be seen across so many other areas, like food,
beauty, technology, and even media.
But for advertisers, knowing how to connect through content
is just as important as knowing how to create it.
In a recent survey conducted, we found
that multicultural consumers want to see three things from brands.
First, authentic and inclusive representation.
While about a third of viewers who self-identified as Black, Latinx,
and Asian think it's important that advertising on YouTube
shows people of their own ethnicity or race,
they find it even more important that those ads show people
of varying backgrounds, experiences, and perspectives.
Second, connecting through personal interests and shared values.
Over half of viewers who self-identified as Black, Latinx,
and Asian say that it's important that advertising on YouTube
is relevant to their personal interests like cooking, sports, and entertainment,
but also takes on more critical issues like social causes.
And last but not least, connecting through authentic voices.
Nearly 80% of multicultural consumers say they seek out content
that makes them feel connected with the people they identify with.
And more than 50% describe YouTube creators as reliable and helpful,
meaning that viewers see creators as trusted sources for information.
Our diverse creators continue to be the drivers behind YouTube
and the key to connecting with multicultural consumers
through their passions and their interests.
The more that we can invest in creators,
the more we can authentically connect with consumers,
but this is just the tip of the iceberg.
We're so excited to share the new tools,
content lineups, and sponsorship opportunities
that can help you resonate with the right audience
in the right content across all screens.