YouTube trends What the UK watched in 2020
In the face of the unexpected adversities of 2020, Brits have embraced a newfound digital culture. To understand what the UK has been watching this year, YouTube has announced its end-of-year lists which reveal insights into the videos and creators that have captivated Brits’ attention in 2020.
Alongside this, YouTube has also released a first-of-its-kind global interactive Trends & Culture Report into the societal and cultural trends that have brought the world together.
The UK tops lists include:
In the face of the unexpected adversities of 2020, Brits embraced digital culture and community. With Joe Wicks MBE (the creator behind The Body Coach TV) claiming the #1 spot across the UK trending videos, top creator, and breakout creator lists, we see that a focus on health, fitness, and participation reigned supreme.
British music has continued to be a booming global export this year. Of the Top 10 music videos watched, nearly half (four) were from British artists including Aitch x AJ Tracey, ‘Rain feat. Tay Keith‘ and Tion Wayne x Dutchavelli x Stormzy ‘I Dunno’ — the third and sixth most-watched videos respectively. Looking at genres, rap and hip-hop continued to dominate in 2020. With the exception of the huge Joel Corry x MNEK dance hit ‘Head & Heart’ and The Weeknd’s pop anthem ‘Blinding Lights’, the remaining eight top music videos were in the rap and hip-hop genres. Interestingly, within the top 10, two of the videos were uploaded by GRM Daily, showing us the continued importance of curation, and giving an insight into how the UK finds its new music.
Looking across the lists, Brits also sought out content to keep them entertained, connected with their communities, and on the cutting edge of culture, including:
This year, people all over the world came to YouTube to establish a new sense of culture at a distance, putting the platform firmly on the pulse of the people. New research from IPSOS (see stats below) alongside the resulting year-end lists from YouTube shows that creators and viewers changed their behaviors, but a shared goal to overcome adversity united us.
Roya Zeitoune, Head of YouTube Culture & Trends, EMEA said: “2020 has brought about astounding change. It’s altered the way we work, communicate, learn and live. But Brits haven’t let this year’s challenges stop them. Whether it’s gardening or a new skill in the kitchen, staying fit with Joe Wicks MBE, or finding creative ways to keep the British community alive with weekly pub quizzes from home, YouTube’s look back at 2020 proves that Brits have focused on overcoming adversity by participating in digital culture. The UK turned to YouTube to find the content they love, shared by the people and voices they relate to and recognize. The access to authentic connection as well as unexpected joys are what YouTube is all about and why it remains on the cutting edge of culture.“
Joe Wicks MBE, creator behind The Body Coach TV: “What an incredible year. The pandemic has been really tough for everyone, but I’m so proud that I was able to help so many people with my workouts on YouTube. I never could have imagined that ‘PE with Joe’ would take off the way it did, but it will always be one of my proudest achievements.”
YouTube UK – End of Year Lists 2020
UK – TOP TRENDING VIDEOS
UK – BREAKOUT CREATORS
UK – TOP CREATORS
UK – TOP MUSIC VIDEOS
UK -Top Trending Videos: “Based on in-country views of videos uploaded in 2020, excluding music videos, trailers, and children’s videos. Source: Google data, Jan 1 – Nov 15, 2020.”
UK – Breakout Creators: “Based on in-country subscribers gained in 2020, excluding channels from artists, brands, media companies, and children’s content. Only channels with +200% YoY growth in 2020 (tripling in size). Source: Google data, Jan 1 – Nov 15, 2020.”
UK – Top Creators: “Based on in-country subscribers gained in 2020, excluding channels from artists, brands, media companies, and children’s content. Source: Google data, Jan 1 – Nov 15, 2020.”
UK – Top Music Videos: “Based on in-country views of official music videos uploaded in 2020. Source: Google data, Jan 1 – Nov 15, 2020.”