In honor of July 4, when “recipe” video searches spike each year on YouTube, we’re taking a look at how food videos fare overall on the digital video platform. As it turns out, they fare well.
Over the past year, subscriptions to food channels on YouTube have increased by 280%. Considering the growing foodie sensibilities of millennials, this dramatic statistic should hardly come as a shock. Yet Google decided to dig even deeper into the rise of food-related content on YouTube, partnering with Millward Brown Digital and Firefly to analyze data on this growing trend.
As it turns out, millennials (aged 18 to 34) do consume (pun not intended) the most food content on the platform, watching 30% more of it than other age groups. Many of them do so on the go, as viewing on mobile devices accounted for 75% of the increase in foodie viewership on the platform.
Of course, the recent data doesn’t discount a key demographic when it comes to cooking. Millennial mothers and fathers tend to have more people to cook for, and both groups are influenced by the food-related videos they watch on the ‘Tube. While 68% of moms in this age group purchase food based on products they’ve seen in YouTube videos, 42% of dads make specific grocery trips to carry out this mission, as well.
Millennial men, on the other hand, appear more taken in by branded food content on the platform than their female counterparts. 69% of the former happily watch branded content on YouTube “as long as the videos are entertaining,” whereas nearly half of women age 18 to 34 have not watched branded food content at all on the platform, though three fourths say they’re open to doing so.
The new research has also come up with ways for brands in the culinary industry to acquire more millennial fans. Brands that provide inspiration, dole out cooking tips, suggest chefs to watch, and work with non-branded YouTube content creators directly do the best on the platform.
Based on the high number of “recipe” searches in July, this may be the time brands have been waiting for to jump on the food video bandwagon. Of course, people aren’t just searching for any old food content leading up to July 4th. They’re looking specifically for barbeque, and their searches have already resulted in some trending ‘Tube videos.
Without further ado, here are the top five most popular hits for BBQ videos on YouTube as we enter July:
5. BBQ Web’s “Mootz Balls Meatballs by the BBQ Pit Boys”
4. BBQ Web’s “Fried Smoked BBQ Pork Chops”
Views: 52, 267
3. Jamie Oliver’s “Barbecue Piri-Piri Chicken”
2. Grant Thompson’s “Itty-Bitty BBQ”
1. Epic Meal Time’s “BBQ Breakfast”