As of February 2025, ** percent of the YouTube global audience was composed of male users aged between 25 and 34 years, as well as around *** percent of female users of the same age. Male users aged between 35 and 44 years on the platform accounted for **** percent of the total, while women of the same age using YouTube had an audience share of *** percent in the examined period. YouTube’s global popularity The number of monthly active users on YouTube reached almost *** billion in April 2024, making it the second most popular social network on the internet. The platform's popularity spans all over the world, with India and the United States having the largest YouTube audiences. As of April 2024, the audience of YouTube in India was around *** million, while the United States recorded a YouTube audience of around *** million users.

YouTube’s digital revenues One of YouTube's leading monetization methods include advertising, with the company generating around **** billion U.S. dollars in the first quarter of 2024. Additionally, the platform generated over ** million dollars in the United States through in-app purchases, as well as over **** million U.S. dollars in revenues from mobile app users in Japan.

As of February 2025, India was the country with the largest YouTube audience by far, with approximately 491 million users engaging with the popular social video platform. The United States followed, with around 253 million YouTube viewers. Brazil came in third, with 144 million users watching content on YouTube. The United Kingdom saw around 54.8 million internet users engaging with the platform in the examined period. What country has the highest percentage of YouTube users? In July 2024, the United Arab Emirates was the country with the highest YouTube penetration worldwide, as around 94 percent of the country's digital population engaged with the service. In 2024, YouTube counted around 100 million paid subscribers for its YouTube Music and YouTube Premium services. YouTube mobile markets In 2024, YouTube was among the most popular social media platforms worldwide. In terms of revenues, the YouTube app generated approximately 28 million U.S. dollars in revenues in the United States in January 2024, as well as 19 million U.S. dollars in Japan.

80% of parents say that their children under the age of 11 watch YouTube regularly.

YouTube boasts an average of 23.7 hours per month spent by users.

In the third quarter of 2020, it was found that 77 percent of U.S. internet users aged 15 to 25 years accessed YouTube. YouTube in the United States With over 126 million unique monthly viewers, YouTube is by far the most popular online video property in the United States. The platform’s mobile presence is also significant, as YouTube consistently ranks as the most popular mobile app in the United States based on audience reach. The most popular YouTube partner channels consistently attract dozens of millions of viewers and the top YouTube partner channel in the United States as of March 2019 was music label Universal Music Group (UMG), with over 50 million unique viewers. Music on YouTube Music is one of the most popular types of content on YouTube and as of 2019, half of the U.S. population used YouTube to listen to music on a weekly basis. Music videos frequently go viral and attract a large amount of attention upon release: it is not uncommon for popular releases to rack up 100 million video views within a week. Korean pop phenomenon BTS currently holds the record for the fastest viral video to reach 100 million YouTube streams. Their August 2020 release “Dynamite” only needed one day to accomplish the feat.

YouTube gets an average of 14.3 billion total worldwide visits every month.

In Australia in 2022, ***** percent of female YouTube users were aged between 18 and 24, and ***** percent of male users were aged between 25 and 34. Well over **** of the platform's user base were aged between 18 and 34.

36.6% of Twitter users are aged 25-34 and make up the biggest age group on the platform. Only 2.4% of Twitter users are aged 13-17.

There are more male LinkedIn users than females – although it is pretty balanced.

The vast majority of TikTok users are below 30 years old. Approximately 37 million Gen-Zers used TikTok in the US.

56.5% of Facebook users worldwide are male. This is in direct contrast to only 43.5% of Facebook being female.

Advertising and Internet Video Market Outlook

The global advertising and internet video market size was valued at approximately USD 342.8 billion in 2023 and is projected to reach around USD 758.4 billion by 2032, growing at a compound annual growth rate (CAGR) of 8.6% from 2024 to 2032. The proliferation of digital media, increasing penetration of smartphones, and the expansion of high-speed internet connectivity are some of the primary growth factors driving this dynamic market.

The growth of the advertising and internet video market can be attributed to several key factors. First, the shift in consumer behavior towards online content consumption has significantly boosted the demand for internet video advertising. As more consumers prefer streaming services and online video platforms over traditional television, advertisers are increasingly allocating their budgets to online video ads. This has been further fueled by the rise of social media platforms like YouTube, Facebook, and TikTok, which offer targeted advertising solutions to reach specific demographics effectively. This trend is expected to continue as more people adopt digital content consumption habits, thereby driving market growth.

Secondly, advancements in technology, such as artificial intelligence (AI) and machine learning, have revolutionized the advertising landscape. These technologies enable advertisers to create highly personalized and engaging ad content, improving the overall effectiveness of advertising campaigns. Programmatic advertising, which uses AI to automate the buying and selling of ads, has gained immense popularity due to its ability to deliver real-time, data-driven ads to the right audience. This technological evolution is expected to further propel the market as businesses increasingly leverage AI-powered tools for their advertising strategies.

Moreover, the increasing adoption of smartphones and mobile devices has significantly contributed to the growth of mobile advertising. With the majority of internet users accessing content through their mobile devices, advertisers are optimizing their campaigns for mobile platforms. This includes the use of mobile-friendly ad formats such as in-app ads, mobile video ads, and native ads that seamlessly integrate with the user experience. The continuous growth of the mobile user base is anticipated to drive the demand for mobile advertising, making it a crucial segment within the overall market.

On a regional level, the Asia Pacific region is expected to witness substantial growth in the advertising and internet video market. The region's large population, increasing internet penetration, and rising disposable incomes are key factors driving this growth. Countries like China and India are leading the way with their rapidly expanding digital ecosystems and burgeoning middle-class populations. North America and Europe also hold significant market shares due to their advanced digital infrastructure and high levels of digital ad spending. The Middle East & Africa and Latin America regions, while currently smaller in market size, are poised for growth as internet connectivity improves and digital adoption increases in these regions.

Type Analysis

Display advertising remains a cornerstone of the digital advertising market, providing a versatile and effective means for brands to reach their target audiences. Display ads encompass a range of formats, including banners, rich media, and interactive ads, which can be strategically placed across websites and social media platforms. The ability to visually capture user attention and deliver messages in a concise manner makes display advertising a popular choice among advertisers. As the digital landscape evolves, advancements in ad design and targeting capabilities are expected to enhance the effectiveness of display ads, driving their continued adoption and growth within the market.

Video advertising has emerged as a dominant force in the digital advertising realm, driven by the increasing preference for video content among consumers. Video ads, both short-form and long-form, offer a compelling way to convey brand messages and engage viewers. Platforms like YouTube, Instagram, and TikTok have become key players in the video advertising space, providing advertisers with extensive reach and engagement opportunities. The rise of programmatic video advertising, which leverages data and automation to deliver personalized video ads, is further boosting the segment's growth. As video consumption continues to rise, video advertising is expected to remain a critical component of digital marketing

According to Cognitive Market Research, the Global Digital Video Advertising market size was USD 55.81 Billion in 2022 and it is forecasted to reach USD 424.96 Billion by 2030. Digital Video Advertising Industry's Compound Annual Growth Rate will be 29.1 % from 2023 to 2030. Market Dynamics of the Digital Video Advertising Market

Key Drivers of the Digital Video Advertising Market

Rising Adoption of Social Media Platforms to Boost Market Growth 

The rising adoption of social media platforms is significantly boosting the growth of the digital video advertising market. Since more consumers are engaging with platforms like Facebook, Instagram, YouTube, TikTok, and others, brands are increasingly leveraging these channels to reach their target audiences with video content. Social media platforms offer advanced targeting capabilities, allowing advertisers to tailor their messages based on demographics, interests, and behavior. This hyper-targeting, combined with the immense reach of these platforms, makes social media a powerful tool for video advertising, driving higher engagement and increasing the overall effectiveness of digital video ad campaigns, thus fueling market expansion.

Key Restraints of the Digital Video Advertising Market

Rising Use of Ad Blockers to Hamper Market Growth

The rising use of ad blockers presents a significant restraint to the growth of the digital video advertising market. As more consumers adopt ad-blocking software to avoid intrusive or irrelevant ads, advertisers face challenges in reaching their target audiences effectively. This trend reduces the visibility of video ads, especially on websites and platforms where users are increasingly bypassing traditional ad formats. Consequently, advertisers may see diminished returns on their investments, as fewer viewers are exposed to their content. This growing resistance to online ads may force marketers to seek alternative, non-intrusive methods, impacting the overall market growth.

Key Trends of the Digital Video Advertising Market

Computerized Advertising to Create Opportunities in the Market 

The rise of computerized advertising presents significant opportunities for growth in the digital video advertising market. Advancements in artificial intelligence (AI), machine learning, and data analytics enable advertisers to optimize video ad targeting, personalization, and delivery in real-time. AI-powered algorithms can analyze consumer behavior and preferences, allowing for more precise ad placements across various digital platforms. Additionally, automation tools streamline campaign management, improving efficiency and reducing costs. As brands increasingly adopt computerized advertising solutions, they can deliver more relevant, engaging video content to consumers, enhancing user experience and driving higher conversion rates, thereby expanding market potential. Introduction of the Digital Video Advertising Market

The Digital Video Advertising market refers to the segment of online advertising that involves delivering promotional video content through digital channels such as websites, social media, mobile apps, and streaming platforms. It includes formats like in-stream ads, out-stream ads, bumper ads, and interactive videos, designed to engage users with dynamic, visual storytelling. This market is driven by the increasing consumption of online video content, advancements in ad targeting technologies, and the shift from traditional TV advertising to digital platforms. Digital video advertising allows brands to reach specific audiences more effectively, track engagement metrics in real-time, and enhance overall campaign performance.

This study contains teaching materials developed over a period of years for a four-week workshop, Longitudinal Analysis of Historical Demographic Data (LAHDD), offered through the ICPSR Summer Program in 2006, 2007, 2009, 2011 and 2013, with one-day alumni workshops in 2010, 2012, and 2014. Instructors in the workshops are listed below. Funding was provided by The Eunice Kennedy Shriver National Institute of Child Health and Human Development, grants R25-HD040525 and R25-HD-049479, the ICPSR Summer Program and the ICPSR Director. The course was designed to teach students the theories, methods, and practices of historical demography and to give them first-hand experience working with historical data. This training is valuable not only to those interested in the analysis historical data. The techniques of historical demography rest on methodological insights that can be applied to many problems in population studies and other social sciences. While historical demography remains a flourishing research area with publications in key journals like Demography, Population Studies, and Population, practitioners were dispersed, and training was not available at any of the population research centers in the U.S. or elsewhere. One hundred and ten participants from around the globe took part in the workshops, and have gone on to establish courses of their own or teach in other workshops. We offer these materials here in the hopes that others will find them useful in developing courses on historical demography and/or longitudinal data analysis.
The workshop was organized in three tracks: A brief tour of historical demography, event-history analysis, and data management for longitudinal data using Stata and Microsoft Access. The data management track includes 13 exercises designed for hands-on learning and reinforcement. Included in this project are the syllabii and reading lists for the three tracks, datasets used in the exercises, documents setting out each exercise, a file with the expected results, and for many of the exercises, an explanation. Video tutorials helpful with the Access exercises are accessible from ICPSR's YouTube channel https://www.youtube.com/playlist?list=PLqC9lrhW1Vvb9M1QpQH23z9UlPYxHbUMF.

Users are encouraged to use these materials to develop their own courses and workshops in any of the topics covered. Please acknowledge NICHD R25-HD040525 and R25-HD-049479 whenever appropriate.

Historical demography instructors:
Myron P. Gutmann, University of Colorado Boulder
Cameron Campbell, Hong Kong University of Science and Technology
J. David Hacker, University of Minnesota
Satomi Kurosu, Reitaku University
Katherine A. Lynch, Carnegie Mellon University

Event history instructors:
Cameron Campbell, Hong Kong University of Science and Technology
Glenn Deane, State University of New York at Albany
Ken R. Smith, Huntsman Cancer Institute and University of Utah

Database management instructors:
George Alter, University of Michigan
Susan Hautaniemi Leonard, University of Michigan

Teaching Assistants:
Mathew Creighton, University of Massachusetts Boston
Emily Merchant, University of Michigan
Luciana Quaranta, Lund University
Kristine Witkowski, University of Michigan

Project Manager:
Susan Hautaniemi Leonard, University of Michigan

The KOL (Key Opinion Leader) marketing and promotion service market is experiencing robust growth, driven by the increasing influence of social media influencers and a shift in consumer purchasing behavior. The market, estimated at $15 billion in 2025, is projected to exhibit a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033, reaching an estimated $50 billion by 2033. This expansion is fueled by several key factors. Brands are increasingly recognizing the effectiveness of authentic endorsements from trusted KOLs in reaching target audiences, particularly younger demographics heavily engaged in social media. The rise of diverse influencer platforms beyond Instagram and YouTube, such as TikTok and Twitch, further expands market reach and opportunities for targeted campaigns. The segment exhibiting the most rapid growth is likely the marketing services component, as brands seek sophisticated strategies for KOL selection, campaign management, and performance measurement. Geographic expansion is also a significant driver, with developing markets in Asia-Pacific and the Middle East & Africa showing particularly high potential due to increasing internet penetration and social media adoption. However, challenges remain, including concerns about influencer authenticity, campaign transparency, and the potential for negative publicity related to KOL partnerships. Brands must carefully vet influencers, prioritize ethical practices, and implement robust measurement systems to ensure campaign success and mitigate risks. The competitive landscape is dynamic, with a mix of established agencies and specialized boutique firms vying for market share. While large multinational agencies like M&C Saatchi offer comprehensive services, smaller, specialized agencies like The Social Shepherd are often favored for their niche expertise and deep understanding of specific influencer communities. The increasing demand for data-driven insights and sophisticated analytics will continue to shape the market, pushing agencies towards more advanced measurement capabilities and strategic planning. Furthermore, the evolving regulatory environment around influencer marketing, including regulations concerning disclosure and advertising standards, will require ongoing adaptation and compliance from all market players. Overall, despite challenges, the long-term outlook for the KOL marketing and promotion service market remains exceptionally positive, driven by sustained digital transformation and the continuous rise of social media’s influence on consumer decisions.

AI in Influencer Marketing Market Outlook

According to our latest research, the AI in Influencer Marketing market size reached USD 2.47 billion in 2024 globally, reflecting the rapidly growing adoption of artificial intelligence in digital marketing strategies. The market is projected to expand at a robust CAGR of 29.1% from 2025 to 2033, reaching an estimated USD 21.24 billion by 2033. This impressive growth trajectory is primarily driven by the increasing demand for data-driven influencer selection, campaign optimization, and real-time performance analytics, as brands globally seek to maximize ROI and minimize fraud in their influencer marketing initiatives.

One of the primary growth engines for the AI in Influencer Marketing market is the exponential surge in digital content consumption and the proliferation of social media platforms. As consumers spend more time on platforms like Instagram, TikTok, and YouTube, brands are investing heavily in influencer collaborations to reach targeted audiences. Artificial intelligence is revolutionizing this space by enabling advanced audience segmentation, facilitating the identification of micro and nano influencers, and automating content personalization. AI-powered platforms are now capable of analyzing vast datasets from multiple social channels, helping marketers make informed decisions regarding influencer partnerships and campaign strategies. This technology-driven approach leads to more authentic engagements, higher conversion rates, and improved transparency, which further accelerates market expansion.

Another significant factor fueling the growth of the AI in Influencer Marketing market is the increasing need for fraud detection and brand safety. Influencer fraud, including fake followers and engagement manipulation, has been a persistent challenge for brands. AI solutions are now providing sophisticated fraud detection algorithms that analyze engagement patterns, audience authenticity, and influencer credibility in real-time. This not only helps in safeguarding brand reputation but also ensures that marketing budgets are allocated efficiently. Additionally, AI-driven content optimization tools are empowering marketers to refine messaging, predict campaign outcomes, and enhance creative assets, resulting in more impactful influencer collaborations and higher ROI.

The evolution of AI-driven analytics is also reshaping performance measurement in influencer marketing. Traditional metrics such as likes and shares are being replaced with deeper insights, including sentiment analysis, audience demographics, and conversion attribution. AI technologies enable continuous monitoring and optimization of campaigns, allowing marketers to pivot strategies dynamically based on real-time data. This level of granularity and agility is particularly attractive to large enterprises and SMEs alike, as it enables them to stay competitive in a rapidly changing digital landscape. The growing integration of AI tools with existing CRM, marketing automation, and e-commerce platforms further amplifies the value proposition, fostering widespread adoption across diverse industry verticals.

From a regional perspective, North America dominates the AI in Influencer Marketing market, accounting for the largest revenue share in 2024, driven by the presence of leading technology providers, advanced digital infrastructure, and a mature influencer ecosystem. However, Asia Pacific is emerging as the fastest-growing region, propelled by the rapid expansion of social media users, increasing smartphone penetration, and the rising influence of Gen Z and millennial consumers. Europe is also witnessing substantial growth, particularly in the fashion, beauty, and retail sectors, as brands seek to leverage AI for enhanced customer engagement and regulatory compliance. Meanwhile, Latin America and the Middle East & Africa are gradually embracing AI-powered influencer marketing, supported by growing investments in digital transformation and evolving consumer preferences.

Component Analysis

The AI in Influencer Marketing market by component is segmented into Software and Services, each playing a pivotal role in shaping the overall market dynamics. The software segment comprises AI-powered platforms and tools that automate influencer identification, campaign management, fraud detection, and content optimization. These solutions are increasingly preferred by brands and agencies due to their scalability, accuracy, and ability to process massive datasets in real-time. Th

Snapchat has a reach into 75% of the millenial and Gen Z audience.

Online Influencer Market Outlook

The global online influencer market size is projected to grow from $13.8 billion in 2023 to approximately $31.5 billion by 2032, reflecting an impressive CAGR of 9.5% over the forecast period. The robust growth of this market is primarily driven by the increasing usage of social media platforms, which has revolutionized the ways brands connect with consumers and promote their products.

Several growth factors are contributing to the expansion of the online influencer market. Firstly, the rising penetration of smartphones and internet access globally has led to a significant increase in social media usage. Platforms like Instagram, YouTube, and TikTok have become integral parts of daily life, providing influencers with vast audiences to engage. Furthermore, the trust and authenticity associated with influencer endorsements compared to traditional advertising methods are compelling brands to allocate larger portions of their marketing budgets to influencer partnerships.

Another critical growth factor is the changing consumer behavior, particularly among younger generations. Millennials and Gen Z consumers place a high value on personalized and relatable content, which influencers deliver effectively. These demographics are more likely to trust recommendations from influencers over conventional advertisements, driving brands to leverage influencers for authentic engagement and enhanced brand loyalty. This shift in consumer preferences is expected to continue fueling market growth in the coming years.

Additionally, the technological advancements in social media platforms and analytics are enabling more targeted and effective influencer marketing campaigns. Advanced algorithms and data analytics tools allow brands to identify the most suitable influencers for their campaigns based on metrics such as engagement rates, follower demographics, and content relevance. This precision in targeting ensures better ROI for marketing spends, encouraging more brands to adopt influencer marketing strategies.

From a regional standpoint, North America remains the largest market for online influencers, driven by high social media penetration and significant marketing budgets. However, the Asia Pacific region is expected to witness the fastest growth, attributable to the rapid digitalization and increasing internet users in countries like India, China, and Southeast Asia. These regions' booming e-commerce sectors also contribute to the rising demand for influencer marketing.

Platform Analysis

Among the various platforms, Instagram continues to dominate the online influencer market. Instagram's visual-centric format and diverse features such as Stories, Reels, and IGTV make it an ideal platform for influencers to create engaging content. Brands prefer Instagram for its high engagement rates and the ability to directly link products. The platform's continuous innovation in features keeps it relevant and maintains its popularity among both influencers and brands.

YouTube is another significant platform in the influencer market, particularly favored for long-form content and in-depth reviews. With its extensive reach and robust monetization options, YouTube attracts a diverse range of influencers, from beauty gurus and gamers to tech reviewers and educators. The platform's algorithm also plays a crucial role in content discovery, allowing influencers to grow their audience organically over time.

TikTok has emerged as a formidable player, particularly among younger audiences. Its short-form video format and viral nature make it an excellent platform for creative and spontaneous content. TikTok's algorithm, which emphasizes content over follower count, allows new influencers to gain rapid visibility. Brands are increasingly turning to TikTok for its unique ability to create buzz and drive high levels of engagement within short periods.

Facebook, while not as dominant among younger demographics, remains a vital platform for influencers, especially for those targeting older audiences and running community-based campaigns. Facebook's extensive ad network and detailed analytics enable precise targeting and effective campaign measurement. Additionally, Facebook Groups and Pages provide influencers with tools to build and engage with their communities effectively.

Twitter, though more niche, plays a significant role in influencer marketing, particularly for real-time engagement and discussions. Twitter's form

Digital Video Advertising Market Outlook

The global digital video advertising market size was valued at approximately USD 45 billion in 2023 and is projected to reach around USD 120 billion by 2032, growing at a compound annual growth rate (CAGR) of 11.5% during the forecast period. This robust growth is primarily driven by the increasing consumption of digital content, the proliferation of internet-connected devices, and advancements in targeting technologies, which allow advertisers to reach specific audiences more effectively.

One of the key growth factors for the digital video advertising market is the rapid shift from traditional television to online streaming platforms. With the rise of platforms like YouTube, Netflix, and Hulu, consumers are increasingly turning to digital video content, which provides advertisers with new avenues to reach their target audiences. This shift is supported by the growing penetration of high-speed internet and mobile devices, making video content more accessible than ever before. Furthermore, the enhancement in video content quality and interactive capabilities offers an engaging experience that traditional advertising mediums cannot match.

Another significant driver of market growth is the advancement in data analytics and artificial intelligence (AI). These technologies enable advertisers to analyze vast amounts of data to understand consumer behavior and preferences better. With AI-powered tools, advertisers can create more personalized and relevant video ads, which can significantly improve engagement rates and return on investment (ROI). Additionally, the development of programmatic advertising platforms has streamlined the ad buying process, making it more efficient and cost-effective for advertisers to run video campaigns.

Social media platforms have also played a critical role in the expansion of the digital video advertising market. Platforms such as Facebook, Instagram, and TikTok have integrated video ads into their feeds and stories, providing advertisers with a wider reach. These platforms offer sophisticated targeting options based on user demographics, interests, and behaviors, enabling more precise ad placements. The viral nature of social media content also means that well-crafted video ads have the potential to reach millions of users within a short period, further amplifying their impact.

As the digital landscape continues to evolve, Streaming TV Ads have emerged as a pivotal component in the advertising ecosystem. These ads leverage the growing popularity of streaming platforms, offering advertisers the opportunity to reach audiences who are increasingly cutting the cord with traditional cable services. Streaming TV Ads provide a unique blend of traditional television's broad reach and digital advertising's precision targeting. This hybrid approach allows brands to deliver tailored messages to specific demographics, enhancing engagement and conversion rates. The flexibility and interactivity of streaming ads also enable advertisers to create immersive experiences that resonate with viewers, making them a valuable tool in the digital video advertising arsenal.

Regionally, North America is currently the largest market for digital video advertising, driven by high internet penetration, advanced technological infrastructure, and a strong presence of major digital content platforms. The Asia-Pacific region is expected to witness the highest growth rate during the forecast period, fueled by the increasing adoption of smartphones, rising internet user base, and expanding middle-class population with growing disposable incomes. Europe also holds a significant share of the market, with countries like the UK, Germany, and France being key contributors.

Ad Format Analysis

Ad formats in the digital video advertising market include in-stream, out-stream, in-banner, in-article, and others. In-stream ads, which play before, during, or after video content, are among the most popular formats. These ads benefit from high viewer engagement as they are integrated directly into the video content stream, ensuring that viewers see the ads. In-stream ads are particularly effective on platforms like YouTube and Hulu, where users expect and tolerate some ad interruptions in exchange for free content. The high completion rates and viewability of in-stream ads make them an attractive option for advertisers looking to maximize their reach and impact.

Out-stream ads

The most significant cohorts of users on Instagram are aged 18 – 24.