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Key stat: YouTube is the most widely used free video service among US internet users of all generations, according to Kagan. Its highest saturation is among Gen Zers (82%) and millennials (78%).
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Methodology: Data is from the August 2023 Kagan survey titled "U.S. Q1 2023 Consumer Insights." Approximately 2,500 adult internet users ages 18+ were surveyed online during March 2023. Kagan is a media research group within S&P Global Market Intelligence.
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