People and blogs was the most popular category for YouTube influencers in 2023, with 28.5 percent of them posting videos related to this topic. Entertainment and video games followed with a respective influencer share of 14.54 and 12.95 percent.

In 2023, YouTube influencers with between 1,000 and 5,000 followers had an engagement rate, amounting to 1.9 percent. The rate for influencers with more 1,000,000 followers was higher - 3.4 percent.

Between January and June 2023 in the United States, YouTube influencers with an audience of between 100,000 and 250,000 thousand followers had an average engagement rate of 52.48 percent. YouTube influencers with over one million followers achieved an engagement rate of 141 percent.

With 4.12 million U.S. dollars, Nord VPN - a VPN service company - was the brand with the highest YouTube influencer media value (IMV) in the United States and Canada in the fourth quarter of 2022. Squarespace - a website building and hosting company - ranked third, with an IMV of 3.21 million.

In 2020, YouTube influencers with fewer than 15,000 followers made up 51.37 percent of YouTube influencer accounts worldwide. The second and third largest groups were those with 100,000 to 500,000 followers and those with 15,000 to 50,000 followers, accounting respectively for 16.43 percent and 11.84 percent.

Video games was the most popular category for YouTube influencers in France in 2023, with 17.33 percent posting videos related to this topic. Entertainment and music followed, with a respective influencer share of 14.27 and 13.9 percent.

In 2019 the global YouTube influencer marketing size reached 5.5 billion U.S. dollars. Given that the spending on sponsored content on YouTube in the first three months of 2020 amounted to roughly 1.4 billion dollars, and based on the growth from the previous year, the spending was estimated to further increase to 6.6 billion U.S. dollars by the end of 2020.

A report which investigated global spending on the YouTube influencer market analyzed over 149 million YouTube videos which contained 2.5 million videos with sponsored links. The trend shows a growing market size for the year 2019, with a peak in November, when the spending on the influencer marketing reached 513 million U.S. dollars worldwide.

The annual expenditure of businesses on YouTube influencer marketing in Japan was projected to amount to 28 billion Japanese yen in 2024. It was expected that the market would grow further in the coming years and reach a value of 40.5 billion yen by 2029.

As of June 2023, the main audience of YouTube influencers in Thailand was users between 19 and 25 years old, accounting for around 32.8 percent. This was followed by users aged between 26 and 32 years old, with a share of about 25 percent.

Music and dance was the most popular category for YouTube influencers in the United Kingdom in 2021, with 16.23 percent of them posting videos related to this topic. Video games and animation followed with a respective influencer share of 14.14 and 8.41 percent.

As of June 2023, more than four thousand YouTube content creators in the UAE had between 10 to 50 thousand followers. Meanwhile, influencers with more than one million followers reached 245 people.

A survey conducted between January and June 2023, more than 34 percent of the audience of YouTube influencers across India was aged between 26 and 32 years. Some beauty influencers with the highest engagement rates on YouTube were Susmita, and Saina Sekhri during the examined period.

HelloFresh - a publicly traded meal-kit delivery company based in Berlin, Germany - had a growing influencer media value (IMV) in the United States and Canada from the end of 2022 to the first months of 2023. In the fourth quarter of 2022, Hello Fresh's IMV stood at around 2.96 million U.S. dollars only to increase to 4.19 million U.S. dollars in the first quarter of 2023.

As of June 2023, influencers on YouTube with a follower count of more than a million had the highest engagement rate at about 282 percent in Indonesia. By comparison, influencers with a follower count of five thousand to ten thousand had an engagement rate of about 22 percent.

In the last quarter of 2020, the YouTube influencer media value (IMV) of brands and companies from tech, gaming, food & drink, beauty, and fashion industries that activated YouTube campaigns with sponsored content achieving at least 10,000 views stood at 208.44 million U.S. dollars. The IMV for the entire 2020 across all industries amounted to 1.11 billion U.S. dollars.

As of June 2023, beauty influencer Courtney Renee (@reneeswaybeauty) had a YouTube engagement rate of 52.36 percent, making her the leading beauty influencer in the United States. Tai Selene (@taiselene) and Kathy Chan (@itskathychan) came second and third, with engagement rates of 35.24 percent and 28.42 percent, respectively.

As of June 2023, there were about 73.2 thousand influencers on YouTube with a follower count between 10 thousand and 50 thousand in Indonesia. By comparison, there were 1,755 influencers with a follower count of over one million.

As of June 2023, there were approximately 24.3 thousand influencers on YouTube in Thailand with a follower count between ten thousand and 50 thousand. By comparison, there were around 800 YouTube influencers in the country with the follower count of over one million.

As of June 2023, more than half of the YouTube influencer audience across Thailand was male users. Meanwhile, the female audience of YouTube influencers accounted for approximately 47.4 percent in the country.