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They seek creative inspiration for new twists on family recipes. 68% of them buy food products featured in the videos they watch. Meanwhile, 69% of these highly engaged moms watch food videos every week, and 68% of them will also watch videos while cooking.
They are the most engaged with food content on YouTube, watching videos to inspire and create meals. With a technique-focused approach to cooking, millennial dads tend to think in terms of “how to” rather than “recipes” when watching food videos.
Millennial women tend to cook for social occasions rather than casual meals, looking for inspiration from baking videos and appetizers. While three in four millennial women are open to watching branded food content, almost half (43%) have not, which is a significant opportunity for brands to reach new audiences.
This group is focused on honing their cooking skills with video. , and they’re happy to do so as long as the videos are entertaining rather than just functional. They’re most likely to watch YouTube food videos to be entertained by food personalities, like Jamie Oliver, or popular food shows like “Epic Meal Time.”
Millward Brown Digital and Firefly analyzed social media data specifically on YouTube and surveyed consumers about their viewing patterns. They found that nearly half of all adults watch food videos on YouTube. They also tend to consume this content on the go, as we can see from the fact that 75% of food viewership growth on social media comes from mobile devices.
Referring to research results from Millward Brown Digital and Firefly, it was found that Millennials aged 18 to 34 watch the most food content, watching 30% more food content on YouTube, on average, than other demographics. Millennial foodies are a loyal audience—resulting in a 280% year-over-year growth in food channel subscriptions.
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