
“Quality content” is a phrase often tossed around in content marketing, yet its meaning remains vague. YouTube’s latest report, Why We Watch 2.0, aims to clarify what viewers truly value when consuming content on the platform.
According to YouTube’s research, community connection plays a significant role. Over half of viewers said their content choices make them feel a sense of belonging, especially on platforms like YouTube and Twitch. The report reveals that the traditional draw of TV is waning, as viewers now turn to online platforms for that sense of shared experience.

While quality is subjective—some may argue that quirky content like Skibidi Toilet is quality entertainment—the report points to emotional resonance as a key factor. YouTube viewers now crave more than flashy visuals; they want content that fosters connection. Younger audiences, in particular, value creativity, while older users prioritize accuracy.

The study also highlights that audiences are more receptive to ads on YouTube than other platforms, especially when they support their favorite creators. This insight is crucial for marketers aiming to build community-driven content that keeps people coming back for more.
In short, “quality” on YouTube means content that resonates emotionally, fosters a sense of community, and balances creativity with authenticity—key takeaways for any content creator or marketer.