YouTube’s own study says YouTube is the new mainstream

Tubefilter’s Sam Gutelle reports that YouTube and research firm NRG’s new Culture and Trends Report finds 67% of 14-to-44-year-olds watch more channels no one they know watches, versus five years ago, while theatrical release awareness fell nearly 10% since 2017.

Why it matters. Brands and studios chasing cultural relevance now have to treat YouTube fandoms, not box office or TV ratings, as the proving ground where legitimacy gets conferred.

Signal from tubefilter.com · Sam Gutelle · read the original.

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