YouTube brand profile U.S. 2022

How high is the brand awareness of YouTube in the United States?
When it comes to social media users, brand awareness of YouTube is at 94% in the United States. 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 United States?
In total, 63% of U.S. social media users say they like YouTube. However, in actuality, among the 94% of U.S. respondents who know YouTube, 67% of people like the brand.

What is the usage share of YouTube in the United States?
All in all, 69% of social media users in the United States use YouTube. That means, of the 94% who know the brand, 73% use them.

How loyal are the users of YouTube?
Around 64% of social media users in the United States say they are likely to use YouTube again. Set in relation to the 69% usage share of the brand, this means that 93% of their users show loyalty to the brand.

What's the buzz around YouTube in the United States?
In March 2022, about 38% of U.S. social media users had heard about YouTube in the media, on social media, or in advertising over the past four weeks. Of the 94% who know the brand, that's 40%, meaning at the time of the survey there's some buzz around YouTube in the United States.

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YouTube brand awareness, usage, popularity, loyalty, and buzz among social media users in the United States in 2022

Characteristic	Share of respondents
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Number of respondents

1,166 respondents

Age group

18 to 64 years

Special properties

respondents who use social media

Method of interview

Online survey

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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