Leading YouTube search queries in the UK 2023

In 2023, queries related to music and gaming content were the most searched on YouTube by users in the United Kingdom. The terms "song", "songs" and "music" reported the highest index rate, while the terms "Lyrics" and "Baby" came in fourth with index values of 30 each. Terms related to popular gaming platform Roblox and online game Minecraft were both indexed at 21 and 19 respectively, while the query "Fortnite" presented an index value of 15.

YouTube Music service in the UK

Despite users relying on YouTube for music and entertainment, Spotify and Amazon Music reported higher brand awareness from UK consumers, while iTunes and YouTube Music were well-known by 85 percent of users. According to a survey conducted in 2023, 55 percent of respondents reported using YouTube audio streaming services monthly, while 42 percent reported having used the audio service at least weekly.

To go or not to go Premium?

YouTube premium launched in November 2014 as YouTube Red. The premium tier allowed users to experience the platform ads-free and in offline mode. According to a survey of UK consumers conducted in June 2023, YouTube Premium was a subscription service used by only 13 percent of respondents, while Amazon Prime services, Netflix, and Disney+ were the most used streaming subscription services. Among those who subscribed to YouTube Premium, 56 percent reported doing so because they wanted to watch what they wanted when they wanted. For 53 percent of respondents, the premium YouTube tier added higher image and sound quality, while around 50 percent of respondents reported thinking it was good value for money.