The Growth of Food

Content on YouTube
December 2015
 All-time, food content has generated nearly 41B views overall;
views have grown significantly in past several years

Total Food content views over time

Key Takeaways

• Food-related views have

140000000
increase 170% year-over-
120000000 year
100000000
Total views by day

80000000 • Average daily views in the

60000000 past 30 days exceeded
40000000 85M views
20000000
0
11/2/13

8/2/15
4/2/15

6/2/15

9/2/15
10/2/14
8/2/13
6/2/13

9/2/13

10/2/15
12/2/13
1/2/14

1/2/15
3/2/14
10/2/13

7/2/14

11/2/14

3/2/15

7/2/15
2/2/14

5/2/14

2/2/15
8/2/14
4/2/14

5/2/15
6/2/14

9/2/14
7/2/13

12/2/14
Notes: Data includes only videos with min. 5,000 views; platforms include YouTube, Facebook, Vine, Dailymotion, AOL, Yahoo, and others; Source: Tubular Labs

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 YouTube accounts for majority of food-related views;
Facebook is second with other platforms minimal

Platform breakdown of food views, last year (B)

Findings

• Food-related videos generated a total

2 of 23B views in the last year alone
0.45
• YouTube and Facebook account for
nearly 90% of all food-related views
10.6
• YouTube leads in number of videos
9.3 uploaded (51K vs. 34K

YouTube Facebook Vine Other

Notes: Includes only video with min. 5,000 views; Source: Tubular Labs
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 Food videos generated almost 11bn views in the last year on YouTube

Views From Videos by Category

Videos Uploaded in Last Year (Top 10 Markets)
250B 208 B
200B 178 B
149 B 143 B
150B
100B 70 B
44 B 32 B 31 B
50B 28 B 18 B 16 B 13 B 11 B 6B 5B 5B
0

Note:Total views from videos uploaded in last year.

Video category determined from YouTube upload category. Data as of 8/19/2015. Source: Tubular Labs

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 Food leads several categories in engagement across YouTube

8% 6.91% Average Engagement Rate by Category

7%
5.55% For Creator Channels (Not Brands)
6%
5% 4.08% 3.84%
4% 3.23% 2.92% 2.91% 2.75% 2.47% 2.42%
3% 2.15%
1.75%
2%
1%
0%

Video category determined from YouTube upload category. Data as of 8/19/2015. Source: Tubular Labs

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 Sub Categories

Food videos breakdown | % of total views by category, last year Takeaways

Other
3.4B views (32%)
100.0% • 54k videos were uploaded on YouTube in
Food wars: Shokugeki the last year by 14k creators. The 54k
90.0%
No Soma videos generated 3.4bn views
80.0% (2%)
Pizza videos • Baking, Cakes and Cupcakes is a very
70.0% (2%) large category representing 20% of all
60.0% views in the last year
Miniature food videos
50.0% (3%) • Miniature food cooking seems to a
40.0% relatively new trend on the platform,
30.0% Recipe tutorials (11%) Japanese creators have started this trend
20.0%
Baking, Cakes and
10.0% Cupcakes (20%)
0.0%
Food and cooking
(30%)

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 What else does this audience watch?

Food video breakdown | % of total views by category, last year Takeaways

Other
3.4bn views (5%)
100.0% • Foodies enjoy being entertained on
Gaming (1%) YouTube
90.0%
80.0% • They under-consume in gaming and
Music music. They over-consume in vlogging,
70.0% (3%) entertainment and comedy
60.0%
How to and style • Brands have an opportunity to work
50.0% (4%) more closely with digital influencers to
40.0% create more compelling cooking
30.0% Comedy (15%) content
20.0%
Entertainment (26%)
10.0%
0.0%
People and blogs
(50%)

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 Who is this audience?

71% of the food audience on YouTube is between 18 – 34 years old

Food Gender breakdown Fans age breakdown

% of engagers by gender* % of engagers by age*
9%
61% Female 13 to 17 15.8%

39% Male 18 to 24 45%

25 to 34 26%

35 to 44 91%
7.4%

93% 45 to 54 3.1%

55+ 0%

Note: Demographics calculated from engagers the last year for Food content: Source: Tubular Labs

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 Food content is consumed globally; there are 3,803 content providers in
the UK – the second largest after the United States

Audience Location

1. United States 36% 6. Mexico 4%

2. Germany 6% 7. France 3%

3. United Kingdom 5% 8. Australia 3%

4. Brazil 4% 9. Russia 2%

5. Canada 4% 10. Italy 2%

Note: Demographics calculated from engagers the last year for Football content: Source: Tubular Labs

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 The most viewed video in the last year was “Pizza Challenge”
by Rossanna Posino

• Total views: 19.3 Million

• Total engagements of 139k

• Engage/views ration: 0.7%

• The video received 113k likes on YouTube

Video: Pizza Challenge

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 New trend: “Miniature Food” has gained a lot of viewership in
the last year

• Total views: 3.1 Million

• Total engagements of 11k

• Engage/views ration: 0.3%

• The channel Miniature Space has received

over 49M views and 430k subscribers in less
than a year

Video: Miniature French fries. mini food 食べれるミニチュア フライドポテト

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 Top Food Creator: SORTED Food

Highlights
(All time)

1.16% Subscriber Growth

(last 30 days)

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© 2015 Tubular Labs Source: Tubular Labs, Creator Profiles