Influencers in Europe - Statistics & Facts

Among the top earning YouTube channel creators, one European reigns supreme. Felix Kjellberg, better known by his channel name PewDiePie, earned roughly 15 Million U.S. dollars in one year. Currently his channel has over 53 million subscribers and keeps growing. The importance of vloggers like Kjellberg as well, as written content producers, should not be underestimated. When compared with other sources of information, 53 percent of shoppers stated that the information provided by vloggers and bloggers was more important to their purchase decision than other information channels.

Other Europeans besides Kjellberg have claimed their place among the world's top YouTubers. UK YouTuber Zoella (real name Zoe Sugg) runs the third most watched beauty and style channel with estimated monthly earnings of over 27 thousand U.S. dollars. However, one does not have to be in the top ten lists in the world to still reach a substantial audience. Dutch make-up and lifestyle vlogger Nikkie de Jager reaches over two million individuals with her videos, and generated a public relations revenue of twenty million euros.

Beyond the impressive audiences of some individuals, blogging platforms that allow a user to create their own blog, like Wordpress and Blogger/Blogspot, reach over a quarter of online audiences in the UK alone. Of the general European population, five percent created their own website or blog in 2016. According to Eurostat, the country with the biggest share of creators of blogs and websites in Europe is Denmark.

A closer look at the Italian bloggosphere shows that most blogs reach ten to fifty thousand monthly readers. Only 4.17 percent reach over a million readers. The two leading topics discussed in these blogs are technology and fashion. Bloggers profit most commonly through advertising on their blogs and by receiving invitations for different kinds of events and products to review.

As the UK market illustrates, only six percent of individuals have bought a product after they saw it in an influencer's vlog or blog. However, if the age of the respondents is considered, the number more than doubles for 16- to 24-year-olds. In the future, influencers and thus influencer marketing will only become more important. In the Netherlands 57 percent of influencers get paid to do reviews.

For their work influencers in France prefer the photo sharing site Instagram over blogs and Facebook. Almost all influencers in the Netherlands are active on Instagram every day. Other social media platforms are also used widely. Leaving Twitter and other platforms behind, with 91 percent of Dutch Influencers using Facebook daily, the platform comes in a close second to Instagram. Social media is the place on which influencers rely, where they work and thrive and where they promote themselves and their content.

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Highest-paid YouTube stars 2018
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Creating a website or blog in the European Union 2012-2016
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YouTube: leading beauty and style channel earnings 2015
Internet users who write a blog or run a homepage in Germany 2013-2016
Leading blogging sites ranked by active reach in the United Kingdom (UK) 2015
Profile of visitors to leading blogging sites in the United Kingdom (UK) 2015, by age
Blogging: post promotion channels 2018
Use of blogs and vlogs in the buying decision process in the UK 2015, by age group
UK: importance of blogs and vlogs compared to other sources in buying decisions 2015
Setting up or maintaining websites or blogs weekly in the UK 2014-2015, by age group
Italy: top blogs on Facebook 2016
Share of the population creating a website or a blog in Belgium 2012-2017
Italy: most-followed Italian influencers on Instagram 2018
Italy: most-followed Italian influencers on Facebook 2018
Italy: leading blog topics 2016
Italy: monthly blog readers 2016
Italy: blog posting frequency 2016
Italy: social media use to promote a blog 2016
Italy: benefits and money from blogging 2016
Italy: reasons for bloggers to post information about a company 2016
Italy: blogger´s age 2016
Bloggers in Sweden 2016, by age group and gender
Leading Youtubers from the Netherlands based on subscribers 2018
Leading Youtubers from Belgium based on views 2018
Leading Youtubers from Belgium based on subscribers 2018
Leading Youtubers from the Netherlands based on views 2018
PR value of video bloggers in the Netherlands 2016, by vlogger
Video blogger reach in the Netherlands 2016, by vlogger
Leading YouTube channels based on subscribers in the Netherlands 2017
Reach of online influencers in the Netherlands 2016, by number of visitors
Commercial activities of influencers in the Netherlands 2016, by activity
Ranking of social media by influencer penetration in the Netherlands 2016
Age distribution of French influencers 2017
Distribution of French influencers in 2017, by number of followers
Preferred media platforms of French influencers in 2017
Blogging frequency in Denmark 2016
Blogging frequency in Denmark 2016, by gender
Blogging frequency in Denmark 2016, by age group

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