Americans now use YouTube more than any other social network — by a huge margin.
According to a study published two weeks ago, only 3% channels on YouTube will ever break the US poverty line. And a German researcher discovered that since 2009, the pay gap has only increased.
These numbers stink: 96.5% content creators on the video platform now won’t ever make enough to pay rent. YouTube’s new monetization restrictions, implemented this year, have only widened the pay gap further.
Of course, don’t expect YouTube to feel the pinch. While major advertisers have pulled out following two major controversies, new research shows many Americans still love using the video platform.
In fact, they’re glued to it. According to the latest data, more people now use the video platform more than they use Facebook.
The Pew Research Center conducted a study to gauge Americans’ social media habits so far this year. Researchers found that 73% US adults regularly browse YouTube. Only 68% adults identified themselves as regular Facebook users. The average American also used three out eight popular social networking platforms.
When gauging the social media habits younger Americans aged 18 to 24, researchers made a startling discovery. While they frequently embrace multiple platforms, younger Americans apparently prefer YouTube. 35% identified as Instagram users. 29% said they mainly used Pinterest, 27% Snapchat, 25% LinkedIn, and 24% Twitter.
Only 22% respondents said that they used Facebook-owned messaging service, WhatsApp. Yet, a whopping 94% Americans in this age group said that they regularly used YouTube.
Other than Facebook and YouTube, no other social media platform broke the 40% share among all Americans.
Among older Americans aged 55 and over, the video platform also narrowly beat out Facebook, 56% to 55%. Instagram and Twitter ranked as the only other most-used social networks among this audience at 16% and 14%, respectively.
Only 7% older Americans reported using Snapchat.
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No one seems to care about the YouTube ‘Adpocalypse.’
And when it comes to advertising snafus, maybe the media is more enraged than actual users.
Last year, The Times London published a bombshell report. It found that YouTube frequently placed ads right before questionable videos on the platform. Users would see ads for Verizon, AT&T, L’Oreal, and the Royal Navy, among many others, right before terrorism and hate-filled content.
The result? Many advertisers quickly pulled their advertising money from the platform. Several have yet to return. The company responded by changing its monetization policy, a move that proved detrimental to legitimate creators on the platform. YouTube vowed to better monitor and control content on its platform.
Then, last November, the BBC, along with The Times London, found that YouTube failed to monitor child predators. Despite flagging users that preyed on videos innocent children in their underwear, predatory accounts remained quite active. In response, the video platform once again introduced sweeping changes to its monetization policy. To start earning cash on the platform, a recent change has forced content creators to have at least 4,000 total hours watch time or 1,000 subscribers.
For more information on Pew’s findings, you can check out the complete study here.
Featured image by Jean-Pierre Dalbéra (CC by 2.0)