To dig into these questions, we turned to the data behind YouTube unboxing videos, looking at watchtime and views for 2013 and 2014 to characterize trends. The results, combined with Google Consumer Surveys of 1,500 consumers conducted in October 2014, show that the magic behind unboxing videos might be connected to the feeling of anticipation we get in watching them. This becomes especially apparent when we consider that unboxing videos are most often watched during the holiday season, when giddy, child-like anticipation is running high anyway. In fact, 34% of the views2 for unboxing videos related to food, electronics, toys and beauty/fashion happen in the October to December time frame—that's 1.5x higher than the average volume of unboxing video views in other quarters.
More than the passionate inclination that unpacking recordings evoke, there's likewise a viable side to them. We found through examination with TNS and Ogilvy recently that 66% of late buyers of magnificence items said YouTube permitted them to picture the item they will purchase. So it's nothing unexpected that as per the new Google Consumer Surveys, 62% of individuals who view unpacking videos3 do so while investigating a specific item. In this sense, unpacking recordings can help advertisers assemble expectation while giving valuable item data during the Christmas season (and even past).
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