YouTube Stars More Influential Than Big-Screen Ones, Youth Say

March 5, 2015

This article is included in these additional categories:

Brand Loyalty & Purchase Habits | Digital | Social Media | Teens & Younger | Video | Youth & Gen X

DEFYMedia-YouTube-Stars-Influence-Youth-Mar2015Source: DEFY Media [pdf]

    Notes: Slightly more than 6 in 10 youth aged 13-24 would try a product or brand suggested by a YouTube star (“YouTuber”), according to results from a DEFY Media survey, while fewer than half would try a product or brand suggested by a TV or movie star. There appears to be an age trend when it comes to following stars on social media, though: 13-year-olds are far more likely to follow a YouTube (59%) than TV/movie (32%) star, while the gap is closer for 14-17-year-olds (53% and 44%, respectively). Among 18-24-year-olds, slightly fewer follow YouTube (51%) than TV/movie (54%) stars. The results bring to mind a separate survey released last year by Variety, in which US teenagers (13-18) named YouTube stars their most influential figures, ahead of film, TV and music celebrities.

      Related: How Influential Are Celebrities? (Updated)

        About the Data: The results are based on a survey of 1,350 youth aged 13-24, representative by age, gender, Hispanic origin and race.

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