TEMPO.CO, Jakarta - Looking to shift more media executives minds to digital from TV, Google says nearly one-fifth of those watching YouTube are watching less TV, as reported by Media Post News.

A U.K. study found 19 percent of YouTube viewers are paying less attention to TV and that 17 percent are watching less TV overall. Three percent have stopped subscribing to premium cable networks and 1 percent have stopped watching TV entirely.

Some 1,583 U.K. respondents aged 13-64 were included in the study from June to September 2013: 1,171 were YouTube users, 412 were non-YouTube users.

Top 10 category of YouTube viewers: music videos, 59 percent; comedy 44; how-to/DIY 40 percent; and food, cooking and recipes, 21 percent.

Dispelling some myths, the study says not all YouTube users are teenagers -- 90 percent of YouTube viewers are aged 18 or over and 50 percent are older than 35, with 10 percent aged 13 to 17. Also YouTube users do not watch "screens" all day. Five hours a week they read books and magazines; seven hours a week they listen to the radio.

YouTube users are heavy "brand evangelists" -- with 58 percent of U.K. YouTube users talking up brands that they love, compared to 33 percent of nonusers.

MEDIA POST | WF