Want to know what makes a millennial woman tick? Which brands, publications, musicians, celebrities, television series, etc. she most identifies with online? This brief study will help you understand the buying and lifestyle preferences of the millennial woman, to better curate content to appeal to and captivate this audience.

1. The Millennial Women:
Get to Know Her
Tubular Labs
January 18, 2017

2. Your Presenters
© 2017 Tubular Labs
2
Eileen Cheng
Senior Analyst YouTube Creator
Cassandra Bankson

3. Agenda
1. Who is the Millennial Woman?
2. What Does She Love and Engage with?
3. Who Does She Follow?
4. Millennial Women Sub Audiences: The Gamer, The Foodie, The
Beauty
© 2017 Tubular Labs
3

4. © 2017 Tubular Labs
4
107TIMES
PER YEAR
Source: Data from engagements in the last year October 2015 – September 2016.
ON AVERAGE,THE MILLENNIAL
WOMAN...
…ENGAGES
ON YOUTUBE
2.1TIMES PER
WEEK
…WHICH IS
3.8x
...AND IS
MORE LIKELY TO ENGAGE BY
LIKING THAN OTHER WAYS
…IS
BETWEEN
19-35YEARS
OF AGE
...AND WHEN COMPAREDTO
WOMEN OF ALL AGE GROUPS...
1.2x MORE
FREQUENTLY
...ENGAGES ON
YOUTUBE
LIKING 1.3x
MORE FREQUENTLY
SUBSCRIBING 1.1x
MORE FREQUENTLY
PLAYLISTING 1.6x
MORE FREQUENTLY
COMMENTING 2.1x
MORE FREQUENTLY

5. 5
Source: Data from engagements in the last year October 2015 – September 2016.
0% 20% 40% 60% 80%
Autos
Nonprofits
Animals
Sports
Travel
Science
News
Education
Gaming
Film
Comedy
Howto
Entertainment
Music
People
Millennial Women Women on YouTube
Video Category: % of Fans to Engage
Millennial women
are more likely to
engage with 15
out of 15 video
categories than
women in general
Cosmetics
30.4% of Fans
Hair
16.2% of Fans
Video Blog
17.7% of Fans
Top Topics
POPULAR CONTENT FOR MILLENNIAL WOMEN

6. © 2017 Tubular Labs
6
WHAT IS SHE
WATCHING?
#1
#2 #3
#4
#5
#6
#7
#8
#9
#10
3.4%OF AUDEINCE
1.6% OFAUDEINCE
1% OFAUDEINCE 0.9% OF AUDEINCE
0.9% OF AUDEINCE
0.8% OF AUDEINCE
0.6% OF AUDEINCE
0.6% OF AUDEINCE
0.5% OF AUDEINCE
0.5% OF AUDEINCE

7. POPULAR GENRES AMONG MILLENNIAL WOMEN
Millennial Women engage most with mainstream pop artists
© 2017 Tubular Labs
7
48%
12% 12%
7% 7% 6% 6%
2%
Source: Data from engagements in the last year October 2015 – September 2016.
POP
R&B ELECTRO
RAP ROCK K-POPALT.
SOUL

8. © 2017 Tubular Labs
8
ADELE
#1
JUSTIN
BIEBER
ARIANA
GRANDE
RIHANNA TAYLOR
SWIFT
#5
“HELLO”
RELEASED OCT 2015
TOP MUSIC VIDEOS FROM MOST POPULAR ARTISTS
“SORRY”
RELEASED OCT 2015
“FOCUS”
RELEASED OCT 2015
“WORK”
RELEASED FEB 2016
“WILDEST DREAMS”
RELEASED AUG 2015
#4#3#2
Source: Data from engagements in the last year October 2015 – September 2016.
7%OF
AUDIENCE
7%OF
AUDIENCE
4%OF
AUDIENCE
4%OF
AUDIENCE
3%OF
AUDIENCE
TOP MUSICAL ARTISTS AMONG MILLENNIAL WOMEN
Millennial women engage most with mainstream artists

9. © 2017 Tubular Labs
9
JENNIFER
LAWRENCE
4.3x AFFINITY
DWAYNE
JOHNSON
3.4x AFFINITY
SHAY
MITCHELL
2.1x AFFINITY
KEVIN HART
2.0x AFFINITY
Source: Data from engagements in the last year October 2015 – September 2016.
KIMKARDASHIAN
2.6x AFFINITY
TOP CELEBRITIES AMONG MILLENNIAL WOMEN
Millennial women are more likely to engage with celebrities who have engaged on
YouTube or are featured in popular Late Night segments

10. © 2017 Tubular Labs
10
NIKKIETUTORIALS
OF
PANEL
23.3 M OCT VIEWS
JENNA MARBLES
OF
PANEL
25.6 M OCT VIEWS
PEWDIEPIE
OF
PANEL
225 M OCT VIEWS
SHANE
OF
PANEL
7.0 M OCT VIEWS
||SUPERWOMAN||
OF
PANEL
45.2 M OCT VIEWS
JEFFREE STAR
OF
PANEL
28.2 M OCT VIEWS
MARKIPLIER
OF
PANEL
245 M OCT VIEWS
GRAV3YARDGIRL
OF
PANEL
23.6 M OCT VIEWS
GLAMLIFEGURU
OF
PANEL
22.6 M OCT VIEWS
Source: Data from engagements in the last year October 2015 – September 2016.
8.8%
8.2%
7.9%
7.6%
6.9%
6.9%
6.6%
6.8%
6.0%
POPULAR INFLUENCERS OF MILLENNIAL WOMEN
Millennial Women engage most with Comedy, Beauty, and Gaming creators
BEAUTYCREATOR COMEDYCREATOR GAMINGCREATOR

11. © 2017 Tubular Labs
11
Millennial
women are
passionate
about these
lifestyle
topics
THE
BEAUTY
Source: Data from engagements in the last year October 2015 – September 2016.
THE
FOODIE
THE
GAMER

12. © 2017 Tubular Labs
12
MILLENNIAL WOMEN: THE GAMER
TOP GAMING CREATORS THE GAMER’S INTERESTS
0%
0%
1%
0%
1%
11%
10%
15%
14%
17%
Rooster
Teeth
Super smash
Bros.
Game theory
Dark Souls
Arin Hanson 3.0x
2.8x
2.4x
2.4x
2.4x
Affinity% EngagedTopic
The Gamer Avg. Woman
Topic: Arin Hanson
“2nd BEST Zelda Rap
EVER!!! – Animated…”
Creator: Egoraptor
V30: 1.9 M | ER30: 2.7x
Topic: Dark Souls
“HAPPY SOULS”
Creator: Jameserton
V30: 4.0 M | ER30: 3.7x
Topic: Game theory
“Game Theory: Leave
PewDiePie ALONE!”
Creator: The Game Theorists
V30: 3.8 M | ER30: 4.1x
TOP BRANDS & PUBLISHERS
Rank Creator % of Panel Engaged
1 PewDiePie 46.8%
2 Markiplier 46.0%
3 Jacksepticeye 30.1%
4 Game Grumps 22.2%
5
The Game
Theorists
20.0%
TOP GAMING CONTENT
“World’s Quietest Let’s
Play”
Creator: Markiplier
V30: 2.5M | ER30: 5.4x
“Dan and Phil play
UNDERTALE!”
Creator: danandphilgames
V30: 1.8M | ER30: 9.7x
“MOST THRILLING GAME
EVER…”
Creator: PewDiePie
V30: 3.6M | ER30: 3.5x
Rank Brand
% of Panel
Engaged
1 Playstation 7.9%
2 Nintendo 6.5%
3 Overwatch 6.1%
Rank Publisher
% of Panel
Engaged
1 BuzzFeedVideo 39.4%
2 BuzzFeedYellow 32.6%
3 Tonight Show
with Jimmy Fallon 24.8%

13. 13
MILLENNIAL WOMEN: THE FOODIE
TOP FOOD CREATORS THE FOODIE’S INTERESTS
1%
1%
1%
1%
1%
10%
12%
11%
16%
12%
Pasta
Taste
Raw food
Korean
food
Sorted
Food
25.6x
21.3x
21.3x
19.8x
19.3x
Affinity% EngagedTopic
The Foodie Avg. Woman
Topic: Sorted Food
“Can We Bake Barry’s
Naked Wedding Cake?”
Creator: SORTEDfood
V30: 392 K | ER30: 10x+
Topic: Korean food
“The Try Guys Try Korean
Cooking”
Creator: BuzzFeedVideo
V30: 1.8 M | ER30: 1.6x
Topic: Raw food
”People Eat A Raw Diet For
A Week”
Creator: BuzzFeedBlue
V30: 2.0 M | ER30: 1.4x
TOP BRANDS & PUBLISHERS
Rank Creator % of Panel Engaged
1 Rosanna Pansino 20.7%
2 ThreadBanger 17.5%
3 MyHarto 15.5%
4 SORTEDfood 14.8%
5 Ann Reardon 11.4%
TOP FOOD CONTENT
“Halloween Baking –
PUMPKIN SPICE…”
Creator: danisnotonfire
V30: 1.8M | ER30: 6.4x
“GIANT Kit Kat Bar !”
Creator: shanedawsontv
V30: 2.0M | ER30: 3.7x
“Drunk Americans Try
Drunk Food From…”
Creator: BuzzFeedVideo
V30: 2.8M | ER30: 1.3x
Rank Brand
% of Panel
Engaged
1 Sephora 4.2%
2 Luxy Hair
Extensions
3.8%
3 Victoria’s
Secret
2.6%
Rank Publisher
% of Panel
Engaged
1 BuzzFeedVideo 55.3%
2 BuzzFeedYellow 48.6%
3 TheEllenShow 36.9%
© 2017 Tubular Labs

14. 14
MILLENNIAL WOMEN: THE BEAUTY
TOP BEAUTY CREATORS THE BEAUTY’S INTERESTS
1%
1%
1%
1%
1%
15%
12%
13%
10%
19%
Wanye Goss
Lip gloss
Outfit of the
day
Lisa Eldridge
Primer 21.1x
20.2x
19.9x
19.7x
19.4x
Affinity% EngagedTopic
The Beauty Avg. Woman
Topic: Primer
“JANUARY FAVORITES”
Creator: Jaclyn Hill
V30: 914 K | ER30: 3.4x
Topic: Lisa Eldridge
“Best and Worst Makeup
Moments in History…”
Creator: Lisa Eldridge
V30: 1.5 M | ER30: 3.0x
Topic: Outfit of the day
“MY DRAG MAKEOVER W/
William Belli”
Creator: Joey Graceffa
V30: 1.2 M | ER30: 3.4x
TOP BRANDS & PUBLISHERS
Rank Creator % of Panel Engaged
1 NikkieTutorials 48.7%
2 JeffreeStar 34.3%
3 GlamLifeGuru 33.1%
4 Jaclyn Hill 29.5%
5 grav3yardgirl 29.1%
TOP BEAUTY CONTENT
“FULL FACE USING ONLY
KIDS MAKEUP…”
Creator: NikkieTutorials
V30: 14.0M | ER30: 2.7x
“Doing Kat Von D’s
Makeup!...”
Creator: NikkieTutorials
V30: 1.4M | ER30: 6.5x
“Ultimate 100 Coats of
Things Video”
Creator: JennaMarbles
V30: 9.3M | ER30: 4.3x
Rank Brand
% of Panel
Engaged
1 Sephora 7.4%
2 Luxy Hair
Extensions
5.2%
3 Charlotte Tillbury
Makeup 3.6%
Rank Publisher
% of Panel
Engaged
1 BuzzFeedVideo 43.5%
2 BuzzFeedYellow 39.0%
3 TheEllenShow 33.9%
© 2017 Tubular Labs

15. Q & A

16. Appendix

17. © 2017 Tubular Labs
17
Rank Brand
% of Panel
Engaged
1 Sephora 10.8%
2
Luxy Hair
Extensions
10.6%
3
Victoria’s
Secret
9.9%
4
Charlotte
Tillbury
6.3%
5
Two Faced
Cosmetics
3.6%
Rank Brand
% of Panel
Engaged
1 Playstation 10.8%
2 Nintendo 10.6%
3 Overwatch 9.9%
4 Riot! Games 6.3%
5 Bethesda 3.6%
Rank Brand
% of Panel
Engaged
1 BeFit 10.8%
2 Apple 10.6%
3 GoPro 9.9%
4
Khan
Academy
6.3%
5 NFL 3.6%
POPULAR BRANDS FOR MILLENNIAL WOMEN
Beauty & Style Ranking, Games & Platform Ranking, Other Ranking

18. Rank Publisher
% of Panel
Engaged
1
The Late Late Show w/
James Corden
10.8%
2
The Tonight Show with
Jimmy Fallon
10.6%
3 The Ellen Show 9.9%
4 Jimmy Kimmel Live 6.3%
5 Team Coco 3.6%
18
Rank Publisher
% of Panel
Engaged
6
The Late Show w/
Stephen Colbert
3.0%
7
Last Week Tonight with
John Oliver
2.8%
8 The Real 1.6%
9
The Graham Norton
Show
1.4%
10
Late Night with Seth
Meyers
1.3%
POPULAR PUBLISHERS FOR MILLENNIAL WOMEN
Television Talk Show Ranking
© 2017 Tubular Labs

19. Rank Publisher
% of Panel
Engaged
1 Saturday Night Live 3.6%
2 The Voice 2.4%
3 The X Factor UK 2.3%
4 Comedy Central 2.3%
5 Lip Sync Battle 2.2%
19
Rank Publisher
% of Panel
Engaged
6 KBS World 1.9%
7 America’s Got Talent 1.8%
8 Game of Thrones 1.1%
9 American Idol 0.9%
10 BBC America TV 0.8%
POPULAR PUBLISHERS FOR MILLENNIAL WOMEN
Television Channels/Shows Ranking
© 2017 Tubular Labs

20. Rank Publisher
% of Panel
Engaged
1 BBC 2.6%
2 The Young Turks 2.0%
3 ABC News 1.8%
4 IGN Entertainment 1.8%
5 Vice 1.7%
20
Rank Publisher
% of Panel
Engaged
6 Vox 1.5%
7 CNN 1.2%
8 DNews Channel 0.9%
9 MTV News 0.7%
10 Vice News 0.6%
POPULAR PUBLISHERS FOR MILLENNIAL WOMEN
News Publisher Ranking
© 2017 Tubular Labs

21. Rank Publisher
% of Panel
Engaged
1 BuzzFeedVideo 15.8%
2 BuzzFeedYellow 13.1%
3 BuzzFeedBlue 7.4%
4 BuzzFeedViolet 4.4%
5 College Humor 3.7%
21
Rank Publisher
% of Panel
Engaged
6 ClevverNews 2.7%
7 After Party 1.9%
8 Clevver TV 1.8%
9 Barcroft Media 1.8%
10 Entertainment Tonight 1.5%
POPULAR PUBLISHERS FOR MILLENNIAL WOMEN
Entertainment Publisher Ranking
© 2017 Tubular Labs

22. Rank Publisher
% of Panel
Engaged
1 ClevverStyle 15.8%
2 Vogue 13.1%
3 Tasty 7.4%
4 Refinery29 4.4%
5 iD Magazine 3.7%
22
Rank Publisher
% of Panel
Engaged
6 Tastemade 2.7%
7 Vanity Fair 1.9%
8 Complex Magazine 1.8%
9 Glamour Magazine 1.8%
10 PopSugar TV Yum 1.5%
POPULAR PUBLISHERS FOR MILLENNIAL WOMEN
Lifestyle Publisher Ranking
© 2017 Tubular Labs