YouTube Users, Stats, Data & Trends
Essential YouTube statistics and trends for 2023
Advertisers could reach 2.527 billion users on YouTube in April 2023,(a) placing it 2nd in our ranking of the world’s most ‘active’ social media platforms.(b)
However, data published in the company’s advertising tools shows that YouTube’s potential advertising reach has fallen steadily over the past year.(a)
The total number of users that marketers can reach with ads on YouTube decreased by roughly 35 million (+0.5%) in the twelve months leading up to April 2023.(a)
These latest figures indicate that roughly 31.5% of all the people on Earth use YouTube today.(c)
However, because the company limits use of its platform to people aged 13 and above, YouTube’s ‘eligible’ use rate will likely be even higher than these figures suggest.(b)
Digging deeper
Want the full story? Scroll down to find all the latest data, insights, and trends you need to understand YouTube use all over the world, including:
The number of YouTube users around the world
How quickly YouTube is growing
YouTube’s top countries
YouTube users by world region
YouTube’s audience demographics
Towards the bottom of this page, you’ll also find a complete report on YouTube adoption and use around the world
You can also learn how YouTube compares to other social media platforms on our social media overview page.
Important notes
Unless stated otherwise, all figures are based on Kepios analysis of data sourced directly from Google’s own tools, resources, and company statements. You’ll find details of individual data sources listed at the bottom of this article.
We update this page on a regular basis, so if you’d like to link to a specific figure (which may change in future updates), you might prefer to link to one of our individual Global Digital Reports instead.
How many YouTube users are there in 2023?
YouTube is one of the world’s top social platforms, but just how many people use YouTube today?
Based on its global advertising audience reach numbers, YouTube has at least 2.527 billion users around the world in April 2023.(a)
However, YouTube’s advertising resources only publish demographic data for audiences aged 18 and above, and the latest data reported in these resources indicate that YouTube has 2.077 billion users in this age group.
This figure suggests that 36.9% of all people aged 18 and above around the world use YouTube today.(c)
However, if we remove the people in this age group who live in China – where YouTube is still blocked – the platform’s eligible adoption rate increases to 46.2%.(c)
Notes: The figures shown above are based on YouTube’s advertising audience only, and may not be representative of the platform’s total active user base. Furthermore, YouTube’s advertising resources only publish data for a limited selection of countries, so the figures shown here may significantly under-represent YouTube’s total advertising audience reach.
How fast is YouTube growing in 2023?
Recent data published in the company’s advertising resources show that YouTube’s advertising audience reach shrank by -1.4% over the past 12 months.(a)
To put that figure in perspective, advertisers can now reach 35 million fewer users on YouTube than they could this time last year.(a)
These numbers indicate that YouTube’s advertising reach has grown more slowly than Facebook’s advertising reach has grown over the past 12 months.(b)
For comparison, Facebook’s data show that the global advertising reach of its flagship platform increased by 5.0% (+108 million users) in the 12 months leading up to April 2023.(d)
Note: The figures shown above are based on each platform’s advertising audience only, and may not be representative of respective active user bases.
Which countries have the most YouTube users in 2023?
Based on the advertising audience reach numbers published in YouTube’s own resources in April 2023,(a) the latest data show that:
- India has 467.0 million active YouTube users
- The United States of America has 246.0 million active YouTube users
- Brazil has 142.0 million active YouTube users
- Indonesia has 139.0 million active YouTube users
- Mexico has 81.8 million active YouTube users
- Japan has 78.4 million active YouTube users
- Pakistan has 71.7 million active YouTube users
- Germany has 70.9 million active YouTube users
- Vietnam has 63.0 million active YouTube users
- Turkey has 57.9 million active YouTube users
Notes: the figures shown above are based on YouTube’s potential advertising reach, and may not correlate with the platform’s total number of monthly active users. YouTube’s advertising resources only publish data for a limited selection of countries, and it’s possible that some countries not included in the list above have more active users than the countries shown here. Rounding in the source data may mean that individual figures do not correlate with totals.
How many users does YouTube have in each world region in 2023?
The figures below are based on YouTube’s advertising audience data for April 2023.(a)
Note: our regions follow the United Nations Geoscheme. Click here to learn which countries belong to each region.
YouTube’s advertising reach in Northern America: 279.1 million users
YouTube’s advertising reach in Central America: 106.6 million users
YouTube’s advertising reach in the Caribbean: 9.6 million users
YouTube’s advertising reach in Southern America: 262.0 million users
YouTube’s advertising reach in Western Europe: 162.6 million users
YouTube’s advertising reach in Northern Europe: 89.0 million users
YouTube’s advertising reach in Southern Europe: 111.3 million users
YouTube’s advertising reach in Eastern Europe: 91.8 million users
YouTube’s advertising reach in Northern Africa: 97.1 million users
YouTube’s advertising reach in Western Africa: 42.2 million users
YouTube’s advertising reach in Eastern Africa: 9.4 million users
YouTube’s advertising reach in Southern Africa: 25.8 million users
YouTube’s advertising reach in Western Asia: 150.7 million users
YouTube’s advertising reach in Southern Asia: 580.1 million users
YouTube’s advertising reach in Southeastern Asia: 332.6 million users
YouTube’s advertising reach in Eastern Asia: 151.3 million users
YouTube’s advertising reach in Oceania: 25.5 million users
Notes: the figures shown above are based on YouTube’s potential advertising reach, and may not correlate with the platform’s total number of daily or monthly active users. Advisory: YouTube’s advertising resources only publish data for a limited selection of countries, so data may not be available for all world regions. Data may also seem unusually low for some regions where YouTube’s resources do not publish data for all countries in that region.
What do YouTube’s audience demographics look like in 2023?
Based on YouTube’s advertising audience data* for April 2023:(a)
45.6% of YouTube’s global users are female
54.4% of YouTube’s global users are male
Want to know what YouTube demographics look like in your country? Check out our complete free report library.
*Notes: the figures above are based on YouTube’s potential advertising reach data, and may not correlate with the number of monthly active users. YouTube’s advertising resources only report gender data for ‘female’ and ‘male’.
What’s the average age of YouTube’s users in 2023?
YouTube’s tools don’t offer a detailed breakdown of the platform’s advertising audience for all ages, so there’s no easy way to calculate the average age of YouTube’s active user base.
However, based on the latest available data, users aged 25 to 34 account for the largest share of YouTube’s advertising audience.(a)
How many users does YouTube have in each age group in 2023?
Data published in the platform’s own tools in April 2023 indicated that marketers could reach the following worldwide audiences using ads on YouTube:(a)
379.7 million users aged 18 to 24 (15.0% of YouTube’s total ad audience)
522.5 million users aged 25 to 34 (20.7% of YouTube’s total ad audience)
422.0 million users aged 35 to 44 (16.7% of YouTube’s total ad audience)
303.0 million users aged 45 to 54 (12.0% of YouTube’s total ad audience)
222.2 million users aged 55 to 64 (8.8% of YouTube’s total ad audience)
227.7 million users aged 65 and above (9.0% of YouTube’s total ad audience)
Want to know more about the age profile of YouTube users in your country? Check out our free country report library.
Notes: the figures shown above are based on YouTube’s potential advertising reach, and may not correlate with the platform’s total number of monthly active users. Rounding in source data may mean that individual figures do not correlate with totals. In particular, the share figures for each age group shown above may not equate to the sum of each gender’s share shown in the image below. Advisory: YouTube limits use of its platform to users aged 13 and above, but its advertising tools only publish age and gender data for users aged 18 and above. Note that the percentage share figures shown in the list above and in the image below represent the percentage share of the platform’s total ad audience – not just share of users aged 18 and above – so figures will not sum to 100%.
In-Depth YouTube Audience Report
The embed below contains our latest in-depth report exploring YouTube’s advertising audience around the world (click here if the embed isn’t showing or working properly).
This report contains global headlines, benchmarks, and overviews, as well as local data for all the countries and territories around the world for which YouTube’s resources currently publish advertising audience data.
How does YouTube compare with other platforms?
Want to compare these findings with similar data for other social media platforms?
Check out our data and trends for other top platforms via these links:
Data sources for stats on this page
(a) Kepios analysis of data published in YouTube’s advertising tools in April 2023.
(b) Kepios analysis (April 2023).
(c) Kepios analysis of data published in YouTube’s advertising tools in April 2023, compared with the latest population data published by the United Nations.
Any other data sources have been attributed directly within the article, next to the appropriate data point.
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