YouTube Culture & Trends

2020-2024 - Audience Research - Content Research - Content Strategy

The Ask

YouTube needed support for their research programs to gain deeper insights into gaming culture and video content: detangling its complexity all while amplifying voices within the YouTube creator communities.

My Role

• Performed ongoing research and analysis across social media platforms, tracking trends and activity across creators, viewers, and gaming culture at large

• Coordinated with the Culture & Trends team and other researchers and writers to develop more detailed reports and consultations for specific initiatives and activations

• Wrote regular reports explaining to wider YouTube marketing teams the context and significance of gaming content, cultures, and communities

Impact

• Built and grew essential knowledge for YouTube’s internal teams

• Surfaced and spotlit trends and creators to invigorate community initiatives with nuance and authenticity

• A few million views & countless heartfelt community responses don’t hurt either

Examples

• Tabletop Roleplaying Games (Video, Blog) - Original topic. Provided original, ongoing, and additional research; initial script inputs; and recommended creator features

• Cozy Gaming (Video, Blog) - Original topic. Provided original, ongoing, and additional research; and recommended creator features

• Star Wars Day (Video, Blog) - Consulted topic. Provided original and additional research; and recommended creator features

• Retrogaming (Video, Blog) - Consulted topic. Provided original, ongoing, and additional research

• Mario: 100 Billion Views (Video, Blog) - Consulted topic. Provided original and additional research