YouTube: annual beauty content views 2009-2018

Beauty videos are big business on YouTube. In 2018, beauty-related content generated more than 169 billion views on the video platform. Popular types of YouTube beauty content include tutorials and DIY videos, reviews, haul videos and videos produced by beauty vloggers.

Beauty content on YouTube

Fashion- and beauty-related content such as makeup and skincare tutorials, cosmetics hauls and product recommendations are among the most popular content on YouTube. Campaign films accounted for the biggest share of beauty content video views on YouTube, generating more than a third of views as of August 2018. Favorites or reviews and tutorials were ranked second and third with 15 and 14 percent of views respectively. The most popular beauty and makeup YouTubers have millions of followers – in April 2019, Mexican beauty blogger Yuya was the most subscribed beauty content creator on the video platform with 23.59 million subscribers to her channel. Despite the immense fanbase of beauty YouTubers, only one of them, Jeffree Star, managed to make the list of the highest earning YouTube stars in 2018 with estimated annual earnings of 18 million U.S. dollars.

YouTube usage in the United States

As of 2018, there were an estimated 192 million YouTube viewers in the United States. According to the Statista Global Consumer survey, 57 percent of users accessed the video platform on a daily basis. Following celebrities and brands were the most important usage reasons.