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According to a 2024 survey, virtually all of the interviewed social media users in Brazil were aware of YouTube. Among all interviewees, around 85 percent of respondents claimed to use the video platform, while 81 percent said they were likely to use YouTube again. Meanwhile, about 82 percent of respondents said they like YouTube, as 57 percent of Brazilian social media users had heard about YouTube in the media, on social media, or in advertising over the past four weeks.

YouTube brand awareness, usage, popularity, loyalty, and buzz among social media users in Brazil as of March 2024

Characteristic	Share of respondents
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Number of respondents

1,246 respondents

Age group

18 to 64 years

Special properties

respondents who use social media

Method of interview

Online survey

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
Brand popularity: "When it comes to social media, which of the following brands do you like?"
Brand usage: "When it comes to social media, which of the following brands have you used in the past 12 months?"
Brand loyalty: "When it comes to social media, which of the following brands are you likely to use again in the future?"
Brand buzz: "Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising. "

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