YouTube Movie Trailers Top TV Spots for Younger Millennials, Google Claims

YouTube is the most popular Internet destination for watching movie trailers — and, according to a Google-commissioned study, younger moviegoers are now more likely to watch them on the world’s largest video site than on TV.

About 54% of those 13-24 said they’re more likely to watch a trailer on YouTube than on TV, per a survey conducted by market-research firm Ipsos conducted in June on behalf of Google. And 65% agreed that YouTube trailers influence what movie they will see in theaters, while 47% said they watched a trailer on YouTube prior to the last time they went to the cinemas. The online survey polled 4,014 people, with 710 of those between 13 and 24.

Meanwhile, 81% of moviegoers age 18-64 who watch trailers online do so on YouTube, according to a Google/Millward Brown Digital study conducted last fall.

The results make sense: Younger consumers are watching less traditional TV, and their appetite for Internet video is on the rise. YouTube is eager to grab the ear of Hollywood marketers looking to spend more dollars online (shifting budgets from TV) to promote their new releases — especially as Facebook and other competitors step up their push into the online-video arena. While YouTube doesn’t charge anything to upload videos, studios often will also make media buys with Google/YouTube to promote their trailers.

In touting itself as a key way to reach and influence movie auds, Google also cited stats crunched from internal data for the first half of 2015. The company says users watched more than 35 million hours of movie trailers on mobile on YouTube, up 88% year-over-year. In addition, in the first six months of the year, 74% of moviegoers searched online to find movie showtimes, while 56% of searches related to movie tickets were from a mobile device.

The top-viewed trailer for the second quarter of 2015 was for Disney’s “Star Wars: The Force Awakens,” according to YouTube, with 67.8 million views over the three-month period. Here are Q2’s top five trailers on YouTube, which were viewed 189 million times overall, for a total of 336.6 million minutes in the quarter:

  1. “Star Wars: The Force Awakens Official Teaser #2” (Disney): 67.8 million
  2. “Batman vs. Superman: Dawn of Justice – Official Teaser Trailer” (Warner Bros.): 57 million
  3. “Jurassic World – Official Global Trailer” (Universal): 27 million
  4. “Terminator: Genisys Official Trailer #2” (Paramount): 19.7 million
  5. “Marvel’s Ant-Man Trailer 1” (Disney): 17 million

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