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.
Additionally, female watch time for content related to small business, business news, and business services more than tripled year over year on YouTube. As the U.N.'s International Women's Day theme asserts, "The world of work is changing," and women are changing with it. They're using new media, such as online video, to learn and grow in their careers.
Outside of work, women still want to learn—about way more than beauty and parenting
Women aren't just learning professionally on YouTube, they're using the platform to learn personally too. While women are often stereotyped for viewing beauty content, they're actually more likely to seek out a "how-to" video than a beauty video. And they're significantly more likely than men to seek out how-to content: Women are 50% more likely than men to regularly watch how-to videos on YouTube.
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