The World Economic Forum predicts the gender pay gap, which stands globally at 23%, won't close entirely until 2186. That's why the U.N. has made the theme of this year's International Women's Day "Women in the Changing World of Work: Planet 50-50 by 2030."
In keeping with that theme, we wanted to understand what women of working age are watching on YouTube and which ads are resonating with them. We uncovered three key trends: a significant increase in watch time of business-focused content; a desire to continue learning outside of work through how-to videos; and a preference for empowering ads.
Read on for the latest insights on what women are watching on YouTube.
Women on YouTube are watching more empowering ads containing entrepreneurial and business-focused content.
To understand what types of content are increasingly resonating with women, we examined the top content categories growing by female watch time. We found that the time women spent watching entrepreneurial videos on YouTube more than doubled year over year.