Multicultural users on the hunt for relevant content are driving the streaming boom

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 25, 2021, 5:15 PM UTC

79% of multicultural YouTube users say they look for content that makes them feel connected with people they identify with.

Streaming services are fast becoming spaces for multicultural audiences to seek representation, explore personal interests, share values, and share perspectives. 90% of multicultural YouTube users say they want the content they consume to inform them and help them learn something new.

Additionally, multicultural audiences expect brands to create content that reflects their cultural background. This search for cultural resonance is why culturally relevant content categories like Latin music and hip-up grew 25% and 10% YoY on YouTube.

Similarly, multilateral audiences are accelerating the online video boom more than the general population. For instance, close to two-thirds of Black, Latin, and Asian YouTube users use the platform multiple times in a single day. Brands must ensure their video buys are inclusive, and their video strategy tends to have cultural nuances.

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