The bulk of the data for this study was collected
Posted: Mon Jan 06, 2025 4:04 am
For example, Google’s video algorithm might reward speed. This makes sense — a slow-loading video is a bad customer experience and makes Google look bad. Naturally, Google’s direct ownership over YouTube means that their access to YouTube data is lightning fast. Realistically, how can a competitor, even with billions in investment, produce an experience that’s faster than a direct pipeline to Google? Likewise, YouTube’s data structure is naturally going to be optimized for Google to easily process and digest, relying on inside knowledge that might not be equally available to all players.
At the extremes, roughly 16% were very diverse, and just slightly less were not diverse at all. But, as mentioned, leadership is less diverse: Fully half (50.4%) of companies said they had no diverse individuals in leadership roles, and just over 7% reported more than half of their leadership was diverse. In total, 82.5% of respondents said diverse individuals comprised less than 25% of their company’s leadership or less. At major tech companies such as Facebook, Apple, and Microsoft, the bulk of racial and ethnic diversity in 2017 was represented by Asian employees, with Black and Hispanic employees making up just small slivers of the workforce.
Gender and LGBTQ+ diversity When it comes to gender or sexual orientation, diversity results are slightly higher than those for race and ethnicity. More than 6 in 10 respondents (61.8%) answered that their companies were either very (20.9%) or somewhat (40.9%) diverse, compared with just 12% who said they were not diverse at all. More specifically, however, the data seems to indicate less diversity. For women, a 2018 report by the National Center for Women & Technology found that their share of the workforce at tech-related companies was 26%, far shy of the 57% for the U.
S. workforce in general. Meanwhile, Black, Latina, and Native American zambia business email list women made up just 4% of computing jobs, even though they accounted for 16% of the overall population. The numbers for LGBTQ+ leadership in our survey were even less encouraging: More than 4 in 10 survey participants (41.7%) said their leadership teams did not include any LGBTQ+ members, while a mere 4.4% said that more than a quarter of those team members were LGBTQ+ individuals. An interesting finding: 37.4% of those who responded said they were not sure about the LGBTQ+ membership composition of their leadership teams.
For now, from a marketing perspective, we’re left with little choice but to cover our bases and take the advantage YouTube seems to offer. There’s no reason we should expect YouTube’s numbers to decrease, and every reason to expect YouTube’s dominance to grow, at least without a paradigm-shifting disruption to the industry. Many thanks to Eric H. and Michael G. on our Vancouver team for sharing their knowledge about the data set and how to interpret it, and to Eric and Rob L. for trusting me with Athena access to a treasure trove of data.
Appendix A: Data and methodology in early October 2020 from a set of just over two million Google.com, US-based, desktop search results. After minor de-duplication and clean-up, this data set yielded 258K searches with video carousels on page one. These carousels accounted for 2.1 million total video results/URLs and 767K visible results (Google displays up to three per carousel, without scrolling). The how-to analysis was based on a smaller data set of 45K keywords that explicitly began with the words “how to”.
At the extremes, roughly 16% were very diverse, and just slightly less were not diverse at all. But, as mentioned, leadership is less diverse: Fully half (50.4%) of companies said they had no diverse individuals in leadership roles, and just over 7% reported more than half of their leadership was diverse. In total, 82.5% of respondents said diverse individuals comprised less than 25% of their company’s leadership or less. At major tech companies such as Facebook, Apple, and Microsoft, the bulk of racial and ethnic diversity in 2017 was represented by Asian employees, with Black and Hispanic employees making up just small slivers of the workforce.
Gender and LGBTQ+ diversity When it comes to gender or sexual orientation, diversity results are slightly higher than those for race and ethnicity. More than 6 in 10 respondents (61.8%) answered that their companies were either very (20.9%) or somewhat (40.9%) diverse, compared with just 12% who said they were not diverse at all. More specifically, however, the data seems to indicate less diversity. For women, a 2018 report by the National Center for Women & Technology found that their share of the workforce at tech-related companies was 26%, far shy of the 57% for the U.
S. workforce in general. Meanwhile, Black, Latina, and Native American zambia business email list women made up just 4% of computing jobs, even though they accounted for 16% of the overall population. The numbers for LGBTQ+ leadership in our survey were even less encouraging: More than 4 in 10 survey participants (41.7%) said their leadership teams did not include any LGBTQ+ members, while a mere 4.4% said that more than a quarter of those team members were LGBTQ+ individuals. An interesting finding: 37.4% of those who responded said they were not sure about the LGBTQ+ membership composition of their leadership teams.
For now, from a marketing perspective, we’re left with little choice but to cover our bases and take the advantage YouTube seems to offer. There’s no reason we should expect YouTube’s numbers to decrease, and every reason to expect YouTube’s dominance to grow, at least without a paradigm-shifting disruption to the industry. Many thanks to Eric H. and Michael G. on our Vancouver team for sharing their knowledge about the data set and how to interpret it, and to Eric and Rob L. for trusting me with Athena access to a treasure trove of data.
Appendix A: Data and methodology in early October 2020 from a set of just over two million Google.com, US-based, desktop search results. After minor de-duplication and clean-up, this data set yielded 258K searches with video carousels on page one. These carousels accounted for 2.1 million total video results/URLs and 767K visible results (Google displays up to three per carousel, without scrolling). The how-to analysis was based on a smaller data set of 45K keywords that explicitly began with the words “how to”.