The world of online video consumption is seeing some interesting shifts. Let’s break it down.
YouTube’s traffic has been all over the place. In 2021, it surged to over 1.2 billion visits, but by 2024, it hit a low of 994 million monthly visits. Now, it’s bouncing back, with an average of 1.2 billion visits. This rebound might be due to creators returning to the platform. They’re choosing YouTube over TikTok and Twitch for its long-form content and better monetization options.
Some big names, like Ibai Llanos, are switching their focus to YouTube. They’re creating vlogs and longer content that audiences love. This shift also shows that people want more in-depth storytelling, rather than just quick social media clips.
Brands are taking notice, too. They see YouTube as a better platform for influencer marketing and targeted ads. The videos stay online, generating traffic and sales over time. That’s something Twitch and TikTok can’t match.
YouTube’s got big plans for 2025. Francesca Mortari, YouTube’s director for Spain, Italy, and Portugal, says AI will play a huge role in enhancing user experience. The platform is also committed to supporting creators with better tools and resources. And, it’s pushing into Connected TV (CTV), where viewing is soaring.
Now, let’s look at Twitch. Its traffic is smaller, but more stable. The platform’s live content and loyal community have helped it stay steady. Unlike other platforms that rely on trends and algorithms, Twitch thrives on real-time interaction and community building.
However, Twitch’s limited monetization options and reliance on subscribers might hold it back. Many companies are moving their ad campaigns to YouTube, where they can track their impact better. As the streaming sector grows, creators need to diversify their income streams, and platforms like YouTube are attracting talent with more structured monetization models.
The user profiles on YouTube and Twitch are different, too. Twitch skews younger, with 36.6% of users aged 18-24. YouTube’s audience is more balanced, with a stronger presence of older viewers. When it comes to gender, Twitch is mostly male (61.3%), while YouTube is closer to even, with 52.7% male users and 47.3% female users.
Globally, the trend is similar, but some markets, like the US, have been more stable. The key takeaway is that companies need to adapt to changing user preferences and evolving digital marketing strategies.
Here are the key stats:
- YouTube’s traffic: 1.2 billion visits (2021), 994 million (2024), 1.2 billion (now)
- Twitch’s user base: 36.6% aged 18-24, 61.3% male
- YouTube’s user base: 17.5% aged 18-24, 52.7% male, 47.3% female
As the online video landscape keeps shifting, one thing is clear: companies need to stay flexible and focus on what users want.
