YouTube brand profile UK 2023

How high is the brand awareness of YouTube in the UK?
When it comes to social media users, brand awareness of YouTube is at 97 percent in the UK. 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 the UK?
In total, 63 percent of UK social media users say they like YouTube. However, in actuality, among the 97 percent of UK respondents who know YouTube, 65 percent of people like the brand.

What is the usage share of YouTube in the UK?
All in all, 68 percent of social media users in the UK use YouTube. That means, of the 97 percent who know the brand, 70 percent use them.

How loyal are the users of YouTube?
Around 64 percent of social media users in the UK say they are likely to use YouTube again. Set in relation to the 68 percent usage share of the brand, this means that 94 percent of their users show loyalty to the brand.

What's the buzz around YouTube in the UK?
In May and June 2023, about 24 percent of UK social media users had heard about YouTube in the media, on social media, or in advertising over the past four weeks. Of the 97 percent who know the brand, that's 25 percent, meaning at the time of the survey there's little buzz around YouTube in the UK.

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YouTube brand awareness, usage, popularity, loyalty, and buzz among social media users in the United Kingdom in 2023

Characteristic	Share of respondents
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Number of respondents

1,174 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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