2021 trends: this is what YouTube viewers want
During the second year with covid, there were three global trends in what YouTube viewers were looking for — community, comfort, and creativity, “From a marketing standpoint, these global insights can help brands understand what people are looking for and how best to reach them”, writes Kristen Shipley, YouTube´s advertising and marketing in a blog post.
“Gaming used to be a subculture, but with 2.9 billion people expected to play video games by the end of this year, today it’s clearly pop culture. The USD 175 billion industry also has a diverse consumer base, with women making up 46% of gamers and 10% of gamers identifying as LGBTQ+.
”Gaming’s primacy is reflected in this year’s Top 10 lists. Players from around the world have taken gaming to the next level, using game elements to craft narratives that spark viewer obsession akin to a must-see TV series.”
YouTube’s most viewed game is “Minecraft” that featured prominently in two of the top trending videos receiving more than 100 million combined views.
YouTube’s most viewed new game, a rhythm game called “Friday Night Funkin” that’s reminiscent of early 2000s craze “Dance Dance Revolution,” made the list with an entry from Coryx Kenshin.
”The past two years have been defined by global political and social instability with little ability to guess the future beyond next week. Perhaps in response to this extended period of uncertainty, people around the world engaged in comfort viewing by seeking out the familiar.”
Some of this year’s top trending videos from around the world are newer versions of videos that previously resonated with viewers. Back by popular demand, Sidemen created a third installment of their “Tinder in Real Life” series, while Mark Rober reprised his 2020 backyard squirrel maze. In Belgium, creator Cyprien launched a follow-up of his “Je déteste” video that went viral almost eight years ago.
Many of 2021’s most popular comedy videos centered on relatable, true-to-life events. Canadian creator Jeenie.Weenie´s series about her experience as a flight attendant dealing with different types of passengers, got more than 8 million views.
A covid-themed parody by creators Celine & Michiel was one of this year’s most watched videos in Belgium and the Netherlands.
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