According to a recent study Google conducted with Ipsos MediaCT, two out of three U.S. consumers watch online travel videos when they’re thinking about taking a trip. What exactly are travelers looking for? What’s popular? What content are they watching? Here’s what we found.
Travelers want to do more than just watch videos on YouTube; they want to connect with creators and brands. In 2014 year to date, subscriptions to top travel channels on YouTube have increased 106% YoY. And these subscribers watch 86% longer per view than nonsubscribers do.
They’re also extremely interested in hearing real-life stories. Nearly half of the travel subscriptions are to vlogs (video blogs) that feature personal travel experiences.
Travelers are also interested in viewing videos about categories tangential to travel such as finance, extreme sports, home and garden, and autos and vehicles. Interestingly, they’re less likely to engage with content about computer and video games, comics and animation, and hair care.