YouTube brand profile Germany 2022

How high is the brand awareness of YouTube in Germany?
When it comes to social media users, brand awareness of YouTube is at 97% in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is YouTube in Germany?
In total, 70% of German social media users say they like YouTube. However, in actuality, among the 97% of German respondents who know YouTube, 72% of people like the brand.

What is the usage share of YouTube in Germany?
All in all, 71% of social media users in Germany use YouTube. That means, of the 97% who know the brand, 73% use them.

How loyal are the users of YouTube?
Around 68% of social media users in Germany say they are likely to use YouTube again. Set in relation to the 71% usage share of the brand, this means that 96% of their users show loyalty to the brand.

What's the buzz around YouTube in Germany?
In May 2022, about 31% of German social media users had heard about YouTube in the media, on social media, or in advertising over the past three months. Of the 97% who know the brand, that's 32%, meaning at the time of the survey there's some buzz around YouTube in Germany.

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YouTube brand awareness, usage, popularity, loyalty, and buzz among social media users in Germany in 2022

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Number of respondents

1,189 respondents

Age group

18 to 64 years

Special properties

respondents who use social media

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
Brand popularity: "When it comes to social media, which of the following brands do you like?"
Brand usage: "When it comes to social media, which of the following brands have you used in the past 12 months?"
Brand loyalty: "When it comes to social media, which of the following brands are you likely to use again in the future?"
Brand buzz: "Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising. "

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