CULTURE POP CULTURE JUST GOT EVEN MORE PERSONAL - REPOR 2022
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CULTURE
REPORT 2022
POP CULTURE JUST
GOT EVEN MORE
PERSONAL
RT 2 02 2
T R E ND S REPO
LT U R E &
UB E C U
YOUT
CONTENTS 03
CULTURE
BACK IN
REPORT 2022
Introduction
Community creativity
Multi-format creativity
Responsive creativity
Appendix NOW,
IS ALL ABOUT YOU
that is to say, the late 2000s We still have viral videos, but
and early 2010s, digital culture single videos are comparatively
was largely defined by viral less likely to achieve broad
video experiences. cultural breakthrough.
The pop culture landscape Internet culture has become
was varied, and a new type of popular culture and popular
online video creator was rising culture has become more
in prominence, but everyone individualized. As a result,
experienced digital culture in breakthrough pop culture
basically the same way. moments have evolved.
CONTENTS 03
05
SO THE EVOLUTION
WHAT’S OF POP CULTURE =
And this still-evolving pop Many of the things we view as
culture equation is being big, breakthrough trending
NEW VIDEO FORMATS PLATFORM realized largely through phenomena are experienced
AND TECHNOLOGIES RECOMMENDATIONS
65%
video technologies. deeply and personally — and
HAVE EXPLODED IN ARE ENABLING MORE
THE PAST 5 YEARS PERSONALIZED are therefore more complex
and a new generation of digital EXPERIENCES than they look.
85%
natives have come of age. Meanwhile, the pandemic has
reshaped our relationship with
video and accelerated a of Gen Z agree that content
number of long-term trends. that’s personally relevant to
them is more important than
of Gen Z have posted video the content that lots of
content online other people talk about
Source: On behalf of YouTube, Ipsos conducted an online survey of individuals aged Source: On behalf of YouTube, Ipsos conducted an online survey of individuals aged
18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May 2022. n=5,722. 18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May 2022. n=5,722.
CONTENTS 07
03
CULTURE
REPORT 2022
FRAGMENTATION OF To understand this changing
CULTURE CAN LEAVE creative landscape, the
PEOPLE FEELING YouTube Culture & Trends
OVERWHELMED team analyzed hundreds of
Many younger users are trends and ran Ipsos* surveys
in markets around the world.
COMMUNITY
opting out of the watercooler
discourse. Instead they’re The forces we found driving
gravitating towards what’s pop culture’s evolution took
personally relevant to them, three distinct forms.
even when it’s less connected
55%
with the perceived zeitgeist.
MULTI-FORMAT
RESPONSIVE
of Gen Z agree that they
watch content that no one
they know personally is
interested in
* Ipsos is one of the world’s largest market research companies, operating in 90 markets.
Source: On behalf of YouTube, Ipsos conducted an online survey of individuals aged 18-24
in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May 2022. n=5,722.CONTENTS 03
09
COMMUNITY CREATIVITY …AND IT HAS ALL KINDS FANDOM IS ONE OF THE
IS WHAT HAPPENS WHEN OF UNEXPECTED EFFECTS MOST POWERFUL FORMS
61%
PEOPLE PRODUCE OF COMMUNITY
CULTURE TOGETHER… When Storm Eunice hit the
U.K. in February 2022, Big Jet
TV creator Jerry Dyer filmed
the planes at Heathrow trying
to land in high winds. The
Communities — groups who stream went viral with nearly of Gen Z agree that they
actively participate in a shared a quarter of a million people would describe themselves
identity or interest online — watching live and millions as a really big or super fan
are increasingly influencing
10B+
more watching the replay. of someone or something
creativity and cultural
conversations. On YouTube,
there are communities around
everything, from choreography
to watch collecting and
fragrance reviews. views of flightspotting
videos in 2021
Fan communities used to be a
side effect of entertainment.
Today, they are central to the
entertainment experience.
Source: YouTube Data, Global, 2021. Videos related to airports, airplanes, or aviation
and takeoff or landing, excluding gaming channels and videos related to flight
simulations.
COMMUNITY
Source: On behalf of YouTube, Ipsos conducted an online survey of individuals aged
18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May 2022. n=5,722.CONTENTS 03
11
FANDOM IS CENTRAL THE "PROFESSIONAL
TO K-POP FAN" HAS ARRIVED
Over the past five years, But communities of creators
professional fans have and engaged viewers are
emerged to satisfy viewers’ also now becoming the lens
appetite for more nuanced, through which we make
in-depth exploration of topics. sense of pop culture itself.
YouTube is a critical
infrastructure for
community culture on the
internet and community
creativity is a key place for
culture to be spawned.
Growing fan formats include
videos about how to start your
own K-pop fan channel, while
fancam videos — fan edits
focusing on individual band
members — have billions
of views. K-pop labels have
even started releasing these
videos as official content.
COMMUNITYCONTENTS 03
13
CULTURE
REPORT 2022
COMMUNITY
As both watching and creating
MULTI-FORMAT
video become part of everyday
life, trending concepts are
spreading fluidly across
different format and content
63%
types. As a result, how two
people experience a trend
RESPONSIVE may now be entirely different.
Producing and consuming
remixable content — often as
memes — is a major way that of Gen Z followed one or
Gen Z and millennials more meme accounts in
participate in pop culture. the past 12 months
Source: On behalf of YouTube, Ipsos conducted an online survey of individuals aged
18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May 2022. n=5,722. MULTI-FORMATCONTENTS 03
15
MEMES THIS CONCEPT IS NO
LONGER LIMITED TO
ANY ONE MEDIUM OR
FORMAT TYPE
These forms of highly
interactive cultural expression Cultural phenomena flow
are now an endless source of freely between short form
57% 59%
diverse creativity. and long form.
Consider: Teens in India
of Gen Z agree that they began using a pop song of Gen Z agree that they
like it when brands from the Ivory Coast as part use short-form video apps
participate in memes of a Shorts remix trend where to discover things that
they edited themselves into they then watch longer
Bollywood scenes. versions of
Source: On behalf of YouTube, Ipsos conducted an online survey of individuals aged Source: On behalf of YouTube, Ipsos conducted an online survey of individuals aged
18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May 2022. n=5,722. 18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May 2022. n=5,722. MULTI-FORMATCONTENTS 03
17
Hybrid creators are
comfortable working across
different mediums and use
MEET THE HYBRID
these to their advantage to
grow their audiences and
strengthen their relationship
with those audiences.
The prominence of gaming
technology in Gen Z Going forward, trends
entertainment is accelerating that matter will be born
this multi-format reality — with from creativity that is
gaming engines being used as not restricted to any
production environments. PEOPLE ARE EXPRESSING one digital video format
THEMSELVES THROUGH
or medium.
METAVERSE CONTENT
In the Middle East and As a result, we can expect
North Africa, gamers live hybrid creators and
streaming during continuously remixed
Ramadan carry their fasts trends to become the
over to their digital avatars. new norm.
MULTI-FORMATCONTENTS 03
19
CULTURE
REPORT 2022
COMMUNITY
MULTI-FORMAT
90%
Responsive creativity
refers to creation and
consumption trends that
RESPONSIVE
derive from the ways people
adapt video platforms to of Gen Z have watched a
suit their psychological video that helped them
and emotional needs. feel like they were in a
The past two years have different place
been a significant period of
anxiety for young people, so
it’s no surprise to see popular
content that directly responds
to this trend.
Source: On behalf of YouTube, Ipsos conducted an online survey of individuals aged
18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May 2022. n=5,722. RESPONSIVECONTENTS 03
21
69%
“Comfort creators” are a
recent phenomenon where
viewers identify individual
creators whose familiarity
offers comfort of Gen Z agree that they
often find themselves
On YouTube, the effects of returning to creators
comfort media are heightened or content that feels
by the parasocial relationship comforting to them
Highly aesthetic “vibe” Soothing content is one that exists between the
content is especially good of the most underrated forms creators and their audiences. In a similar vein, nostalgia has
83%
at helping people achieve of content right now. become increasingly valuable
82%
that transported feeling. for young viewers.
Puerto Rican artist Bad
Bunny released his new
album accompanied by a
series of 360-degree videos of Gen Z have used
YouTube to watch of Gen Z have used
that enabled the viewer to
soothing content that YouTube to watch content
vibe out with him and his
helps them relax in order to feel nostalgic
friends on a tropical beach.
Source: On behalf of YouTube, Ipsos conducted an online survey of individuals aged Source: On behalf of YouTube, Ipsos conducted an online survey of individuals aged
18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May 2022. n=5,722. 18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May 2022. n=5,722. RESPONSIVE53%
CONTENTS 03
23
of Gen Z agree that
online horror content
appeals to them
VIEWERS
ARE ALSO
FINDING
COMFORT
IN
It may seem antithetical but, MILLENNIAL AND GEN Z Responsive creativity is a
like soothing content and HORROR HABITS ARE fascinating example of how
comfort creators, horror NOT THE SAME personal experiences and
content often serves as a kind Millennial horror tends to be in-depth content feed one
of salve for anxiety and trauma. more about the adrenaline another. And this means
rush of the jump scare, while creators and advertisers must
Gen Z horror tends to be far also be responsive in how they
more atmospheric. Hence the directly meet the changing
rise of found-footage-style emotional needs (and horror
“analog horror” among young tastes) of younger
people. demographics.
Source: On behalf of YouTube, Ipsos conducted an online survey of individuals aged
18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May 2022. n=5,722. RESPONSIVECONTENTS 25
CULTURE
REPORT 2022
SPEAKING OF
ALL OF THIS Pop culture that emphasizes
FRAGMENTATION personal, in-depth experiences
AND CHANGE CAN FEEL is inherently far more
TERRIFYING, ESPECIALLY diversified and therefore
IF YOU WORK IN A hard to respond to.
CREATIVE FIELD
The sense that culture is
“unknowable” is unsettling
— but there are knowable
themes here.CONTENTS 27
R E N D S
C U LT U RE & T
YO UTUBE
THE FUTURE OF
CREATIVITY WILL…
The depth and personalization
afforded by today’s video
In short, the ways to forge
• Exist in dialogue with
technologies are evolving pop meaningful relationships
78%
culture in front of our eyes.
digital communities with Gen Z (and anyone
• Fluidly spread across
format types else) are through their
• Respond directly to the
needs of the audience of people agree that they
use YouTube because it
serves them with content
that’s personally relevant
to them
.
CULTURE
Source: On behalf of YouTube, Ipsos conducted an online survey of individuals aged
18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May 2022. n=5,722.CONTENTS 29
DOCUMENT SOURCES
Page 4: On behalf of YouTube, Ipsos conducted an online survey of individuals aged 18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May
2022. n=5,722. Q text: Over the past 12 months, typically how often, if at all have you done each of the following? Posted video content online (e.g. to Instagram
Stories, TikTok, YouTube, Snapchat)
Page 5: On behalf of YouTube, Ipsos conducted an online survey of individuals aged 18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May
2022. n=5,722. Q text: To what extent do you agree or disagree with the following statements relating to online content? Content that’s personally relevant to me
is more important than the content that lots of other people are talking about
Page 6: On behalf of YouTube, Ipsos conducted an online survey of individuals aged 18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May
2022. n=5,722. Q text: To what extent do you agree or disagree with the following statements relating to online content? I watch content that no one I know
personally is interested in
APPENDIX
Page 9: On behalf of YouTube, Ipsos conducted an online survey of individuals aged 18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May
2022. n=5,722. Q text: To what extent do you agree or disagree with the following statements relating to online creators? I would describe myself as a really big
or super fan of someone or something (e.g. a particular creator or artist, or a particular TV show, movie or series)
Page 9: On behalf of YouTube, Ipsos conducted an online survey of individuals aged 18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May
2022. n=5,722. Q text: Over the past 12 months, which, if any, of the following have you personally done online? Followed one or more meme accounts
Page 13: On behalf of YouTube, Ipsos conducted an online survey of individuals aged 18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May
2022. n=5,722. Q text: To what extent do you agree or disagree with the following statements relating to online content? I like it when brands participate in
memes
Page 14: On behalf of YouTube, Ipsos conducted an online survey of individuals aged 18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May
2022. n=5,722. Q text: To what extent do you agree or disagree with the following statements relating to online content? I use short form video apps to discover
things that I then watch longer versions of
Page 15: On behalf of YouTube, Ipsos conducted an online survey of individuals aged 18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May
2022. n=5,722. Q text: Over the past 12 months, typically how often, if at all have you done each of the following? Watched a video that helped me feel like I was in
a different place
Page 19: On behalf of YouTube, Ipsos conducted an online survey of individuals aged 18-24 in U.S., U.K.,AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May
2022. n=5,722. Q text: Nowadays, how often, if at all, do you do each of the following? Watch soothing content that helps me relax (e.g. “oddly satisfying,” ASMR,
meditative or ambient content)
Page 20: On behalf of YouTube, Ipsos conducted an online survey of individuals aged 18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May
2022. n=5,722. Q text: To what extent do you agree or disagree with the following statements relating to online creators? I often find myself returning to creators
or content that feels comforting to me
Page 21: On behalf of YouTube, Ipsos conducted an online survey of individuals aged 18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May
2022. n=5,722. Q text: Nowadays, how often, if at all, do you do each of the following? Watch content in order to feel nostalgic
Page 21: On behalf of YouTube, Ipsos conducted an online survey of individuals aged 18-24 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May
2022. n=5,722. Q text: To what extent do you agree or disagree with the following statements relating to online content? Online horror content appeals to me
Page 23: On behalf of YouTube, Ipsos conducted an online survey of individuals aged 18-44 in U.S., U.K., AU, FR, DE, MX, IN, KOR, CAN, JP, BR, KSA, EGY, May
2022. n=23,609. Q text: [Among respondents who use YouTube] To what extent do you agree or disagree with the following statements about YouTube? I use
YouTube because it serves me content that’s personally relevant to meYou can also read
