There's a YouTube video for literally everyone, regardless of their age.

Breaking down YouTube viewership by age groups, as of October 2023, the majority (85%) of users fall between the ages of 18 to 65+

The age segment of 25 to 34 comprises the largest percentage of YouTube users, accounting for 21.30%. They also share similar traits and show acceptance of new technology. Consequently, I have interviewed 20 people from this segment and prepared three user personas with different needs and jobs to be done.

Casual surfer

<aside> <img src="/icons/user-circle_gray.svg" alt="/icons/user-circle_gray.svg" width="40px" /> Demographics

• Name : John Hookins
• Age : 21
• Occupation: College Graduate
• Gender : Male
• Location : Bhopal, Madhya Pradesh
• Income : nil
• Device : OnePlus Nord & HP laptop </aside>

<aside> <img src="/icons/trophy_gray.svg" alt="/icons/trophy_gray.svg" width="40px" /> Job To Be Done (JTBD)

• Keep in touch with his friends and family
• Tackle boredom
• Reading news stories
• Finding new content (Memes)
• Seeing what’s being talked about
• Finding inspiration
• Searching job
• Study and learn </aside>

<aside> <img src="/icons/user-circle_gray.svg" alt="/icons/user-circle_gray.svg" width="40px" /> Traits

• Energetic
• Tech-savvy
• Money-conscious
• Job Seeker
• 8 hr screen time
• Bike enthusiast </aside>

<aside> <img src="/icons/user-circle_gray.svg" alt="/icons/user-circle_gray.svg" width="40px" /> Online Platforms

• Instagram
• YouTube & YT Shorts
• WhatsApp
• Snapchat
• Porn sites
• LinkedIn, Naukri & Cutshort
• Tinder & Bumble </aside>

<aside> <img src="/icons/report_gray.svg" alt="/icons/report_gray.svg" width="40px" /> Frustration and Pain points

• Unable to find job
• Spending too much time in mindless scrolling
• Unable to up-skill and learn
• Fear of Missing Out
• Anxiety due to not being productive </aside>

Knowledge Seeker

<aside> <img src="/icons/user-circle_gray.svg" alt="/icons/user-circle_gray.svg" width="40px" /> Demographics

• Name : Arjun Reddy
• Age : 30
• Occupation: Senior Software Engineer (JP Morgan Chase)
• Gender : Male
• Location : Bangalore, Karnataka
• Income : 25 lakhs annual CTC
• Device : iPhone 13 pro max, MacBook M2 pro & Gaming PC </aside>

<aside> <img src="/icons/trophy_gray.svg" alt="/icons/trophy_gray.svg" width="40px" /> Job To Be Done (JTBD)

• Study and learn
• Tackle boredom (play Games)
• Keep in touch with his friends and family
• Up-skill and interview preparation
• Excel at work
• Read tech news and blogs
• Finding new places to have fun in weekends
• Learn more about money management and finance </aside>

<aside> <img src="/icons/user-circle_gray.svg" alt="/icons/user-circle_gray.svg" width="40px" /> Traits

• Tech-savvy
• Partyholic
• Sports player
• Lack of self discipline
• Lives with single mom
• Coder / Hacker
• 4.5 hr screen time
• Travel enthusiast
• Gammer (CGGO, COD, Civilization VI)
• Tech bloger </aside>

<aside> <img src="/icons/user-circle_gray.svg" alt="/icons/user-circle_gray.svg" width="40px" /> Online Platforms

• Instagram
• LinkedIn
• YouTube & YT Shorts
• Tinder & Bumble
• WhatsApp
• LinkedIn
• Reddit
• Twitter
• Stackoverflow </aside>

<aside> <img src="/icons/report_gray.svg" alt="/icons/report_gray.svg" width="40px" /> Frustration and Pain points

• Feeling stagnant in career
• Unable to handle personal finance
• To many EMIs and loans
• Get a good promotion in job with a pay raise
• Fix life as family pressure to get married soon
• Feeling lost in social media, FOMO.
• Spending too much time in mindless scrolling without leaning anything meaningful </aside>

Content Creator

<aside> <img src="/icons/user-circle_gray.svg" alt="/icons/user-circle_gray.svg" width="40px" /> Demographics

</aside>

<aside> <img src="/icons/trophy_gray.svg" alt="/icons/trophy_gray.svg" width="40px" /> Job To Be Done (JTBD)

</aside>

Insights

Common JTBD and Frustrations among these three personas are

All three personas, despite their diverse backgrounds and goals, share a common frustration related to learning and skill development.

They express concerns about the inability to acquire new skills, stay updated, and effectively up-skill in their respective domains.