Okay, the Iowa caucuses won’t be held until Monday, Feb. 1, 2016, followed by the New Hampshire primary on Tuesday, Feb. 9, the Nevada caucuses on Saturday, Feb. 20, and the South Carolina primary on Saturday, Feb. 27. So, that gives YouTube Nation five months to reverse a shocking trend in the U.S. presidential election – which is, over the past 30 days, viewers engaging with YouTube videos for the leading presidential candidates, for both parties, is an average of 90% male.
However, although Hillary Clinton has by far the largest female engagement on YouTube based on all-time metrics, in the past 30 days, Donald Trump is generating more engagement from female viewers than Clinton. In the past month, the percentage of gender engagement on YouTube for the following candidates is:
- Donald Trump: 87% Male / 13% Female
- Hillary Clinton: 93% Male / 7% Female
- Jeb Bush: 87% Male / 13% Female
- Bernie Sanders: 91% Male / 9% Female
We took a look at 2016 Presidential election engagement and found it is very heavily skewed in favor of male viewership. Using Tubular data that tracked the gender breakdown of individual users who engage with YouTube videos around 4 of the main candidates. Video content included both official uploads from the candidates, plus user-generated video content. Engagement takes the form of likes, favorites, Playlist adds, shares, and comments.
Trump, Bush: Winning the Young Male Vote on YouTube
87% of the people who engaged with Donald Trump’s YouTube videos over the past 30 days were male. It’s also worth noting that 35% were males 18-24 years old, 30% were males 25-34 years old, and 10% were males 35-44 years old. So, we aren’t talking about grumpy old men. We’re talking about young guys!
If we take all-time YouTube video engagements into account for Donald Trump, only 21% come from female viewers, the same as Hillary Clinton, but Trump has attracted MORE female engagement in the past 30 days.
Only 13% of the people who engaged with Jeb Bush’s YouTube videos over the past 30 days were female. 30% were males 18-24 years old, 32% were males 25-34 years old, and 16% were males 35-44 years old. So, these aren’t grumpy old men, either! Bush’s all-time YouTube viewer demographic who actively engaged is a staggering 91% male!
Well, both Trump and Bush are Republicans. This gender gap couldn’t possibly be impact the Democrats, could it? Well, it does. Big time.
Hillary Clinton: 93% Male Engagement on YouTube
93% of the people who engaged with Hillary Clinton’s YouTube videos over the past 30 days were male. 30% were males 18-24 years old, 33% were males 25-34 years old, and 15% were males 35-44 years old. That’s unexpected. It’s also an increase from her all-time engagement demographic which is 21% female.
Also, only 9% of viewers who engaged with Bernie Sanders’s YouTube videos over the past 30 days were female. So, the gender gap on YouTube is as real for Democrats as it is for Republicans.
Why Aren’t Women Engaging With Campaign Videos on YouTube?
So, what’s going on? Are women waiting to binge-watch YouTube videos from the 2016 presidential candidates just before the Iowa caucus and New Hampshire primary? Are they watching political videos on YouTube channels like The Young Turks, C-SPAN, and CNN instead of from the presidential candidates’ YouTube channels? Or, are they watching political videos in their Facebook News Feeds?
I don’t know. But, all I can offer is this possible explanation: The topics that the presidential candidates have been talking about up to now, and especially over the past 30 days, seem much more relevant to men than women. But, as the campaigns for the various candidates realize that they haven’t engaged women – especially young women – yet, the topics that engage this huge voting block will emerge before the first votes are cast five months from now.
But, that’s just a guess. I admit that I’m really flummoxed. So, if you have a theory, please share it in the comments section below.