YOUTUBE TREND 2020-2021 - YOUTUBE TREND IN COVID-19 ERA 들어가기 - BCM
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
YouTube Trend 2020-2021
YouTube Trend in COVID-19 era
들어가기
1 What I am doing now Career Books
YouTube 2020
들어가기
Biggest quarterly advertisement sales
records in YouTube
- 5.04 Billion dollars in Q3
- 30% increase year-to-year
- Ad in YouTube takes 9.35% of the
Alphabet’s entire sales
- Expecting good performance in Q4
thanks to recovery of brand customers
and growth in search engine-based
advertisement based on broadening of
YouTube commerce area.
Source of information: Asia Daily Economy “IT Giants sweeping advertisement, record high sales
YouTube watching time in
Korea
- 33.77 million people, 53.1 billion minutes
- 20 % increase year to year
- Broadening gaps between YouTube and
the other apps
Source of information: WISEAPP/WISE RETAIL
According to a research on internet use in 2020,
93.7% Koreans responded that they watch videos
using YouTube.
Source of Information: a research on internet use 2020 by KT NAS media
Smart phone apps used for the longest hours by Koreans through all ages
Koreans in their 50s watch YouTube the longest hours (26% of the entire watching hours)
Source: Analysis by WISEAPP on android phone in 2019
Youtube marked 5th on most trusted media for the 1st time
YouTube listed the 5th most
trusted media
- According to a poll on media trust in 3Q
2020, YouTube places after KBS, MBC,
JTBC and TV Chosun.
- A big step-up from 9th last year
Source: YTN “YouTube listed the 5th most trusted media
1 Day
Anyone becomes a producer in YouTube era!
Source: My Lynn TV, Carture ManYouTube Trend 2020 - 2021
들어가기1 Pandemic: Covid-19
Since the beginning of novel corona virus
spreading to the entire world in January 2020,
it has caused huge impacts on our daily lives
as well as our trend of consuming contents.
What contents did people search and watch in
YouTube during the pandemic?
3 key words verified by YouTube Culture &
Trends are: 1) Self Care,
2) Social Connection, 3)Identity1 Pandemic: Covid-19
During the pandemic, viewers in the world searched key
words related to Home Cooking twice than before https://www.youtube.com/trends/articles/covid-impact/1 Pandemic: Covid-19
The Human Needs Model
https://www.youtube.com/trends/articles/covid-impact/1 Pandemic: Covid-19
Self Care
https://www.youtube.com/trends/articles/covid-impact/Yoga Boy
Yoga Boy
Subscriber: 318K
출처: 유튜브Expedition on Valley
출처: 유튜브1 Pandemic: Covid-19
Social connection
https://www.youtube.com/trends/articles/covid-impact/Finding Human National Treasures
3 dimensional masks
출처: 핸드메이드생활 프롬리얼, 대전문화재단1 Pandemic: Covid-19
Identity
https://www.youtube.com/trends/articles/covid-impact/Home decoration and furniture shop listed in Youtube
Just follow this recipe
출처: 머니투데이 ‘유튜브에서 본 그집’ , 유튜브2 Live Commerce: Show Host + Influencer
Shopping businesses based on live show are growing
fast as the commerce combines with live streaming and
real time interactive communication
A show-host type influencer will get many attention on
this industry
Other than YouTube, indigenous companies such as
Naver and Cacao are quickly moving to get their
positions in Korean market.2 Live Commerce: Show Host + Influencer
출처: 유튜브 , 인스타그램SSG.com reinforces V commerce capitalizing on YouTube creators
Sun-chang country sells their local product
via YouTube, Instagram and Cacao TV
출처: 라이센스 뉴스, 프레시안 뉴스Professional: Contents with expertise, information,
3 individual preference and variety are gaining popularity
Contents about video game and entertainment were
popular before but in 2020, contents with expertise and
information are growing fast.
Viewers developed their own individual tastes and think
that they can express themselves by the contents they
subscribe
이미지 출처: 오픈서베이3 Professional: Contents with expertise, information,
individual preference and variety are gaining
popularity
출처: 유튜브,3 Professional: Contents with expertise, information,
individual preference and variety are gaining
popularity
출처: 유튜브,3 Professional: Contents with expertise, information,
individual preference and variety are gaining
popularity
출처: 유튜브,3 Professional: Contents with expertise, information,
individual preference and variety are gaining
popularity
출처: 유튜브Professional: Contents with expertise, information,
3
individual preference and variety are gaining popularity
출처: 유튜브,4 Era of Alternate Character: A new way of expressing oneself
Alternate character that is a new character different from the
usual character and it becomes popular in YouTube.
Not only for the celebrities such as Yusansle, LindaG, Kimdavi but
ordinary people think that they can express new and different
themselves as if they’re in a flex mode.
A new K-pop girl group from SM entertainment called aespa
created some alternate characters and it is an evolutionary trial
that combines celebrities with their avatars.
Celebrities set up a YouTube channel with alternate character and
tell their down-to-earth stories that are not normally shown to
the public.4 Era of alternate character: a new way of expressing oneself
4 Era of alternate character: a new way of expressing oneself
A new K-pop girl group aespa by
SM entertainmentIn this context, markets for Virtual Influencers are very likely to grow 출처: 유튜브
5 Risk management: Short life-cycle of the business
Raw(날 것): it distributes raw images that are not
shown in the legacy media.
Risk(잠재적 위험): it is difficult to control youtubers
who are not verified and managed in case that they
cause problems
Reveal(폭로): some youtubers attack each others and
get them out of business
Revival(회생): youtubers can come back faster than
celebrities Source: hurting each other after becoming rich by Joong-ang daily5 Risk management: Short life-cycle of the business
5 Risk management: Short life-cycle of the business
Controversy over Sponsored video:
clear sponsorship notice is required
Aftermath of the controversy over sponsored video
triggered by Cham PD, the food creator, clear
guidelines for sponsorship were presented and
implemented by YouTube in Korea.
Many agree that it brought transparency to the
Youtube sponsorship market in Korea and youtubers
have concerns over how to create funny sponsored
contents.5 Risk management: Short life-cycle of the business Controversy over Sponsored video: clear sponsorship notice is required Famous youtubers apologize due to sponsored video lying to the customer
5 Risk management: Short life-cycle of the
business
Source: New guidelines for sponsored video감사합니다! Thank you yogathumb@gmail.com
You can also read
