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CREATOR ECONOMY

Tubular: 63% Of YouTube Holiday Gift Guide Viewers Are Men

Martha Bennett

• 1 min read
Tubular: 63% Of YouTube Holiday Gift Guide Viewers Are Men
Photo by freestocks / Unsplash

According to a new report by Tubular Labs and Chartbeat, marketers would be best served making holiday gift guides geared toward men.

  • Many brands market to women shoppers over the holidays, considering that women control over 80% of U.S. consumer purchase decisions.
  • However, Tubular data found that men actually make up the majority – 63% – of holiday gift guide viewers on YouTube.
  • This finding (one of many within the Holiday Content Trends Unwrapped report) can help publishers tailor content to better suit the most likely audiences. It also tells brands where to invest ad dollars online around the holidays as they're aiming for gift guide inclusions from third parties.