Watchtime 2019
Google commissioned Audience Lab to examine the role of YouTube in Canada’s media ecosystem with a report focusing on Canadian YouTube creators and consumers.

The study proved groundbreaking on two fronts:

Nationally: YouTube has been available in Canada for fourteen years; however, this is the first study to examine how it contributes to the Canadian media ecosystem; and,

Globally: There has been significant research on YouTube spanning its first fourteen years, but there is a “notable absence” of research that examines the impact of YouTube on national media ecosystems.

The Authors

Irene S. Berkowitz, PhD
Lead Researcher
Charles H. Davis, PhD
Senior Researcher
Hanako Smith
PhD student & Graduate Researcher

What's in the Report

1. YouTube: It all started at the zoo
This chapter introduces the global platform in three sections that cover YouTube’s origin, financial value, value chain, and YouTube’s role in issues of online safety and data transparency
2. Canadian YouTube creators: Embracing global audiences
This chapter reports the findings of the Canadian YouTube creator survey with over 1200 respondents.
3. Canadian Youtube consumers: Embracing unique value propositions
This chapter presents and analyzes the Canadian YouTube consumer survey results from over 1500 respondents across Canada.
4. YouTube in Canada: From the zoo to outer space
This chapter concludes the report by reviewing YouTube’s 21 value propositions and adding to these key takeaways by comparing the results from the two surveys.

Download the full report