YouTube brand profile in the UK 2023

How high is the brand awareness of YouTube in the UK?
When it comes to video-on-demand users, brand awareness of YouTube is at 92 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, 23 percent of UK video-on-demand users say they like YouTube. However, in actuality, among the 92 percent of UK respondents who know YouTube, 25 percent of people like the brand.

What is the usage share of YouTube in the UK?
All in all, 18 percent of video-on-demand users in the UK use YouTube. That means, of the 92 percent who know the brand, 20 percent use them.

How loyal are the users of YouTube?
Around 15 percent of video-on-demand users in the UK say they are likely to use YouTube again. Set in relation to the 18 percent usage share of the brand, this means that 83 percent of their users show loyalty to the brand.

What's the buzz around YouTube in the UK?
In May and June 2023, about 12 percent of UK video-on-demand users had heard about YouTube in the media, on social media, or in advertising over the past four weeks. Of the 92 percent who know the brand, that's 13 percent, meaning at the time of the survey there's little buzz around YouTube in the UK.

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