1. Engaging with the YouTube Generation
Young Cultural Journeys Report 2018
Susan Goodwin
Associate Director Cultural Sector Partnerships
Arts Connect

2. Introduction
Film

3. What did we do?
Qualitative research with 207 young people, led by young peer researchers
Quantitative Research Surveys of 1,607 young people (age 11 – 19) in the West Midlands

6. What does the research tell us?
10 key findings
16 recommendations for the cultural and education sectors

7. Young people have fluid identities, live busy hyper local lives and digital technology is interwoven in their interconnected lives

8. Use of Social Media Platforms
Young people consider social media platforms as enablers of everything else they do rather than a discrete activity.
Snap chat 61% at least twice a week
Instagram 59%
You Tube 41% but core for content sharing
Facebook 22%
WhatsApp 22%

9. Immediate influencers remain vital and cultural influencers lie close to home
Young people are 4 times more likely to consume culture with family members than through school
50% cited family as the main inspiration to engage in cultural activities and this remains important for young people older than 16

10. Young people are engaging with arts and culture flexibly and sector definitions of culture don’t resonate
4 of the 5 most common forms of cultural consumption carried out in free time were flexible, potentially portable activities
Listening to music 98%
Watching TV 96%
Playing computer games 88%
Reading a book 75%

11. Social outcomes are important but spiritual, intellectual and emotional outcomes are also desired. An appetite for event attendance and creative development
50% of young people identified their main desired outcome was social, fun, enjoyment time with friends and meeting other people
32 % Relaxation, escapism and inspiration
22% learning new skills, help to get a job
23% feeling good, increased self confidence

12. Barriers to culture are complicated
The main barrier to engagement with arts and culture cited by young people is lack of opportunity or perceived lack of provision
Functional barriers were most cited for consumption of arts and culture, including lack of awareness (18%), too expensive (14%) and lack of time (12%)

13. What does this mean for libraries?
Engage with young people as young as possible and appropriate for the activities
Engage family who remain influential throughout young people’s lives
Engage through schools to broaden perceptions of arts and culture and increase engagement
Provide and signpost young people to high-quality resources which reflect their interests
Ensure that venues are welcoming to young people in their ambience, social spaces, provision of affordable food and drink and free wifi

14. What does this mean for libraries?
Create an embedded digital approach recognising that (most) young people are constantly connected but acknowledge pockets of lower digital engagement
Utilise YouTube as a core content provider for high quality cultural content

15. The role of YouTube and what it means for the sector?
How is this content relevant and engaging to children and young people?
Who creates and curates it?
Who is it for?
How do you measure that success and relevance?

16. @ArtsConnectWM @WeAreFrilly #MHM
Arts Connect is an initiative of The Faculty of Arts of the University of Wolverhampton. We are funded by Arts Council England to work to improve the access and engagement of children and young people aged 0–25 in arts and culture.
If you wish to know more about the project please contact
For more information on our services and activities please visit
@ArtsConnectWM @WeAreFrilly #MHM