Content Marketing Blog

VIDEO: Millennials hungry for food channels


Target audiences are largely based on stereotypes.

For instance, it seems safer to assume that women are more likely to be interested in the latest fashion tips than men, while men are more likely to follow rugby league than women.

Although making these assumptions is flawed from the beginning, choosing who is more likely to be interested in your product is an essential part of any marketing campaign, however politically incorrect it may seem.

But every now and then something comes along that completely disproves every stereotype.

The latest trend is Millennials’ obsession with food channels on YouTube, according to a study by Google, Millward Brown Digital and Firefly.

The study found 18 to 34 year olds are far more interested in food videos than any other demographic, driving a 280 per cent increase in subscriptions to food channels over the past year.

If we were to stereotype the target audience for food channels, you might imagine middle-aged homemakers trying to hone their cooking skills, not busy young adults.

Interestingly enough, the study found millennial men are twice as comfortable in the kitchen as their female counterparts, with 68 per cent describing themselves as a ‘confident cook’.