It has been the 16th year since YouTube entered the Taiwan market, and the "2023 YouTube Festival Annual Ceremony" held in Taiwan for the first time this year is very different from the past. This physical interactive exhibition is open to the public for the first time to register and visit. Introducing YouTube's continuous introduction of diverse video formats, creation tools, and support for more devices. It also shares Taiwanese people's opinions on "diversified devices and formats", "focused content preferences", and "fans support creators" in the past year. Big movie-watching trend.
"2023 YouTube Festival Annual Festival" debuts on stage, and the physical exhibition is open to the public to experience
As connected TVs gradually become more popular, more than 5.5 million people in Taiwan watch through TV YouTube, and more than 60% of viewers said they would watch it with their family or friends, showing the convenience of cross-device and cross-screen viewing, allowing both "Me Time" and "We Time" for watching movies. YouTube has become a place for everyone to enjoy together. Important platform. The rise of short-form videos is very popular among audiences. In fact, most viewers watch a variety of video formats. According to surveys, Taiwanese viewers do not spend more than 17% of their total viewing time watching a single video format.
In Taiwan, many brands have noticed consumers' diverse viewing behaviors and found business opportunities, targeting different devices and situations to communicate with consumers. For example, the long-established beverage brand "Lipton" has revealed Through the media planning of Google TV and YouTube, we have calculated the most suitable advertising ratio for each screen, seizing the happy time of watching connected TV with the whole family during the Chinese New Year, enhancing the brand impression of Lipton among young people and their families, and letting them Actual sales increased by 9%, and the reach that more than one person saw at the same time increased by 36%.
YouTube brings together a variety of creators to create diverse and in-depth content. According to the survey, 76% of global of viewers believe that the diversity of YouTube’s audio and video content is high enough, and 75% of viewers will explore their favorite content in depth on YouTube, showing that YouTube’s differentiated and in-depth diversified content allows viewers to satisfy their diverse preferences. In addition, Taiwan has 61% of viewers will use short videos to explore new brands or products, and 57% of viewers will use long videos to learn more about specific content, such as the latest Google Pixel mobile phone unboxing introduction, the latest hotel opening, etc.
The diverse creators on YouTube have cultivated a well-defined audience, giving brands the opportunity to accurately reach unfamiliar customer groups through focused content. The game "Star 3 Missing 1" and the foaming tablet "Bye" "Weijia" are both facing market saturation and high competition, but they have also successfully reached more potential consumers through creators. "Celebrity 3 Missing 1" cooperates with the creators "this group of people" to allow creators to directly communicate with the audience Dialogue, interaction, and restoration of actual game playing scenes have increased the number of people reached by 60% and the number of interactions by 124%. At the same time, the additional media downloads brought by YouTube exposure ads have also increased by 19%. Baiweijia has achieved a super high The foaming ingot used by the protagonist in the popular Korean drama "Dark Glory", and the collaboration with the creator "Chai Aga" in videos and advertisements, increased consumers' consideration of the brand by 3.55%, and annual product sales increased significantly by 327%.
According to statistics, there are more than 2,000 YouTube channels in Taiwan with more than 100,000 subscribers this year, an annual increase of more than 15%. In addition, the number of channels in Taiwan that earned income through YouTube fan funding products in December last year was also higher than the previous year. It has grown by more than 40% year-on-year, showing that in addition to subscribing and regularly watching content, viewers are even willing to take more practical actions, including directly sponsoring or indirectly supporting creators to increase their income, to express their love and trust in creators.
In response to the close relationship between audiences and creators and the popularity of video creation, brands can also invest in content creation, cultivate their own audiences, and convert them into fans who support the brand. Although the century-old brand "Kiehl's" has accumulated a certain number of fans , but in order to create opportunities to communicate with young customers, they created distinctive characters and diverse audio-visual content with "your professional and cool neighbor" as the core, turning the brand into a creator, and grasping the audience's search popularity through data , producing content that increases the number of video views by more than 10 times and the total video playback time by more than 8 times.
For nearly 16 years, YouTube has continued to improve the audience experience and regularly provides new trend insights to help create This year, YouTube will hold a physical interactive exhibition on the 9th floor of Shin Kong Mitsukoshi Plaza A9 in Taipei from September 16th to 24th, leading everyone to understand the diverse roles of the platform and allowing visitors to actually experience how creators transform their creativity. The process of turning it into reality, experiencing the audience's perspective, and understanding the cases of successful brand marketing through video. In the future, YouTube will continue to promote the co-prosperity and development of the ecosystem composed of viewers, creators, and brands.