‘F The Stereotype’: Women in the UK lead world as content creators

YouTube has explored how modern women are using the platform, what content they are engaging with and why brands should take notice.
Some key stats:

• Women are 70 times more likely to engage with “how-to” content and 8 times more likely to engage with “DIY” content than the average YouTube user around the world.
• They are 38 times more likely to engage with poetry videos and 9 times more likely to view drawing content than the average YouTube user globally.
• Women are 18 times more likely to view TED talk content than the average YouTube user elsewhere.
• In in 2018 in the UK, politics videos featuring female personalities grew by 65%, gaming content by 45%, and science content by 30%
• 77% of Millennial women believe YouTube is a place that inspires others to fight for social change. Over 75% of women in the UK say YouTube is a place where everyone is welcomed and included, with 65% stating the platform introduces them to new ideas or things that improve their lives.
• 83% of women agree that YouTube offers the most topical content

YouTube says ‘F The Stereotype’ by revealing what women around the globe are really interested in and what is driving current female culture. Contrary to popular belief, women are watching a diverse range of content on the platform, from gaming to politics, driven and created by their fellow females. In fact, LDShadowLady, a dynamic and longstanding UK gaming creator, was actually one of the most viewed women in the UK on YouTube last year.

Looking at 2018 usage, new research from Tubular Labs shows that women in the UK are more inclined to view educational, creative and engaging content than the average YouTube user around the world. More specifically, women in the UK:

• Are 70 times more likely to engage with “how-to” content and 8 times more likely to engage with “DIY” content than the average YouTube user around the world.
• Are 38 times more likely to engage with poetry videos and 9 times more likely to view drawing content than the average YouTube user globally.
• Are 18 times more likely to view TED talk content than the average YouTube user elsewhere.

It’s more than just what women are watching. It’s also what women are creating. When it comes to the content women are sharing on YouTube, in 2018 in the UK, politics videos featuring female personalities grew by 65%,  gaming content by 45%, and science content by 30%.

YouTube is seen by women not only as a platform to consume interesting and educational content, but one that actively promotes action and change, whether that be individually or as a collective. In fact, 77% of Millennial women believe YouTube is a place that inspires others to fight for social change. Over 75% of women in the UK say YouTube is a place where everyone is welcomed and included, with 65% stating the platform introduces them to new ideas or things that improve their lives.

Female creators in the UK are embodying this movement and demonstrating the positive power that women can have on the platform. For example, Em Ford’s Redefine Pretty video examining the impact of stereotypes in the beauty industry, and Dina Tokio’s recent video about The Bad, the Worse and the Ugly of racial abuse are really moving the needle on breaking stereotypes and hate online.

Terri Scriven, Head of Creator and Artist Development, YouTube EMEA said: “YouTube is constantly evolving and adapting to not only support people of all genders, ages, races, shapes, sizes and status, but also to ensure that the platform is a supportive and inclusive place for everyone whether you’re a content creator or consumer. We hope people take notice of these trends so that they can more accurately represent the interests of women who are having a real positive impact on our community here in the UK.”

Lucy Banks, Head of Content for Brands, Google EMEA said: “YouTube is a parallel universe where women have equal freedom to belong, to share, to create, to express themselves. In this space with no commissioning editor or establishment rules, amazing women in the UK are creating and consuming content on their own terms – and it’s causing a ripple effect across culture, confounding tired stereotypes. Women make up 52% of the population, and in 2018, millennial women were named the largest spending power of any generation. Ever. So for brands, the opportunity to step up and be part of this shift in representation is not just a social responsibility – but a transformational business opportunity.”

Bex Smith, Global Executive Director of the Women’s Game said: “The only way stereotypes can be broken down is by having visibility to create a ‘new normal.’ Because of the lack of investment in so many other forms of traditional media in women’s football and women’s sports in general, YouTube and digital has been instrumental in providing a platform for women-led content.”