2020 Workplace Book, Social Media, Youtube

Video Sharing Usage Increases Across Multiple Generations

Video sharing goes main stream. Yes that’s right. According to a survey of 2,277 adults aged 18 years and older conducted by Pew Research from April 26, to May 22, 2011, 71% of online adults use online video‐sharing sites such as YouTube or Vimeo.

And the next surprise, users are not just Millennials born between 1977 and 1997? Actually, we are all using video sharing and this will have a profound impact on corporate training.

Below is a demographic portrait of users:

Who uses video‐sharing sites: % of internet users within each group who watch videos on a video‐sharing site

Who uses video sharing site?

Source: The Pew Research Center’s Internet & American Life Project, April 26 – May 22, 2011








The increase in video-sharing is 5‐percentage point increase from the 66% of online adults who reported being videosharing in 2006 to 71 % in 2011.

Video‐sharing site usage over time: 2006 ‐ 2011: % of internet users in each group who visit video sharing sites (total and on a typical day)


Video‐sharing site usage over time: 2006 ‐ 2011
% of internet users in each group who visit video sharing sites (total and on a typical day)

Source: The Pew Research Center’s Internet & American Life Project, April 26 – May 22, 2011

The rise in use of video‐sharing sites is at least partly being driven by the growth in content on sites like YouTube and by user contributions, which then encourage site visits by contributors’ friends and others who pass around links about popular videos. The latest statistics from YouTube are compelling: 48 hours of content are uploaded every minute to the site and the range of contributions is striking. YouTube lists categories of content ranging from automobiles and gaming, to activism, web 2.0, education and politics to name just a few.

YouTube viewership has grown from 8 million views a day by the end of 2005, to over 3 billion views a day in 2011, according to the data from YouTube.

So if you are a learning, talent of human resource professional, what does this mean for you, your team and your company’s training, development and performance support efforts?
1)    Video sharing is happening across generations, meaning usage ranges from 92% of Millennials,80% of Gen Xer’s and 54% of Boomers.

2)    Our learning & development team members should routinely go to Youtube to search for relevant content to add as pre-work, in class or post work. For example, just doing a search on web 2.0 and education yeilds a wealth of content: An interesting video on web 2.0 and education is just one of many in this YouTube channel. See here. We are all bringing our video consumption expectations to the workplace. We expect to be entertained while learning and all in less than 5 minutes. This is having an impact on off-the-shelf learning programs as well as customized ones.

3) Companies will make new demands of learners and vendors to recognize the growth in video sharing. Ask yourself: how has your company adjusted to the explosion of video sharing? Are you re thinking the design of your learning programs, including user generated video into pre work and post work, demanding new requirements from your LMS vendors and even “training” your learners in how to be contributors of knowledge not just passive consumers of knowledge?

Let’s start a dialogue on this in our comments section to the blog.

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