What is quality video content to viewers? What makes them watch? YouTube created a study to find out and the short answer is that emotion triumphs over production values on YouTube.

Other findings include: Three-fifths (59%) of UK viewers don’t mind watching ads on YouTube if it supports their favourite creator. 95% agree that high-quality content equals quality. 90% say high-quality content needs to deliver on both a technical and an emotional level.

61% said they don’t mind ads on YouTube if they “relate to me personally”. Only 45% don’t mind relatable ads on broadcast.

The YouTube report, Why We Watch 2.0, surveyed 2000 video viewers in the UK, in partnership with MTM and The Behavioural Architects. Its results suggest that audiences want content that feels human and meaningful as well as a deeper connection with creators and the definition of what high quality looks like is changing. Relevance, what is want in the moment, and feeling a connection to the creator or the person making the content matter.

The study launches as young people continue to turn away from broadcaster-led content, and tech platforms work to position themselves as premium video providers. YouTube has been a main beneficiary with 27% of UK viewers watching YouTube on their TVs each week in 2023 [Ofcom] and 34% of time spent watching YouTube at home in 2023 took place on a TV set.

Of course, there is an aim for YouTube. The findings come as YouTube launches a nationwide creator consultation, designed to gather feedback and recommendations from creators to deliver directly to government and industry leaders. The aim is to ensure that the voices of creators are heard and acted upon by those with the power to shape the future of the creative landscape. The consultation will run for several weeks, culminating in a findings report that will be shared with policy-makers next year.

Cover image by Gerd Altmann from Pixabay