YouTube is having a measurable impact on TV consumption, with nearly one fifth (19 per cent) of YouTube users saying they pay less attention to TV and 17 per cent stating that they watch TV less overall.
However, only three per cent have stopped subscribing to premium cable networks and one per cent have stopped watching TV entirely.
The findings came from a Google report looking into the current audience demographics.
The UK study found that currently 90 per cent of YouTube viewers are aged 18 or over and 50 per cent older than 35. Just 10 per cent are aged 13-17, dissipating any perceptions that it is a platform being used mainly by teenagers.
The infographic, below, also shows that YouTube users are more willing to try new products and share good experiences with brands with their friends, compared to non-YouTube users.
31 per cent are more willing to try a new product compared to just 14 per cent of non-YouTube users.
“YouTube is increasingly shaping what matters in content and culture today. Each month more than a billion people come to YouTube to find content they love - from fashion, to music, to food. This research highlights the opportunities for brands to engage with a passionate and influential community of fans,” said David Black, director of branding for Google UK.
The Google-commissioned Ipsos Media CT study also revealed the top ten categories of videos that YouTubers watch. Music videos (59 per cent), comedy (44 per cent), how-to/DIY (40 per cent) and food, cooking and recipes (21 per cent) shows were all in the top 10.
There were 1,583 respondents in the UK aged 13-64 for the study conducted from June - Sept 2013. Of these,1,171 were YouTube users (=74 per cent of total sample) and 412 were non-YouTube users (=26 per cent of total sample).