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Diversity and Inclusion Report: Gender in YouTube Advertising

Google Geena Davis Institute on Gender in Media

2020

Global

Report/Paper

Influencing Gender Norms

Gender stereotypes gender gender in advertising gender representation gender balanced

Diversity and Inclusion Report: Gender in YouTube Advertising

Diversity and Inclusion Report: Gender in YouTube Advertising

Google, in partnership with the Geena Davis Institute on Gender in Media (GDIGM), released a report that presents an analysis of gender and age representation in advertisements on YouTube.

Over 2.7 million YouTube videos uploaded by advertisers between January 1, 2015 and March 31, 2019 were analysed to gain an understanding of the content being created by online advertisers. Machine learning was utilised to detect the gender of characters in each video frame and to measure representation. Google also examined data on over 550 billion views to determine which videos were most often featured as the most-watched videos.

GDIGM conducted additional research to supplement Google’s automated analysis and identify trends and portrayals. Key findings are summarised below.

Highlights

  • While female characters’ share of prominent roles has increased, gendered stereotypes persist.
  • When advertisers on YouTube included at least as many women as men in their videos, more people watched.
  • 56% of video views were from people watching gender-balanced and women-led YouTube videos uploaded by advertisers.
  • Female characters received just 39% of screen time globally.
  • 51% of female characters in Travel and Health Care ads had prominent roles, more than any other vertical.
  • 52%-55% of speaking and screen time was claimed by female characters in three verticals: Consumer Packaged Goods, Health Care and Retail.

Table of Contents

  • Overview
  • Privacy
  • Metrics & Definitions
  • Implementation
  • FAQs

 

The report appears on the Think Google website.

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