The DCI data captures lived culture of the countries of Europe by looking at their music, content, and search preferences.

Those preferences are represented in the dimensions of Personality, Lifestyle, and Routines which highlight the differences and similarity of European countries, providing a starting point for businesses who want to enter the European market.

Lifestyle captures a country's content preferences based on the most popular YouTube channels. It classifies content based on its origin (local versus international) and how common a country's preferred content is across all selected countries in the DCI (niche versus universal).

Lifestyle allows to describe how people spend their leisure time online, capturing video content preference on YouTube. This can provide guidance about what and in what way to communicate with audiences.

By combining scores on those dimensions, i.e. (1) universality and (2) internationality of content, we can create four distinct combinations for our set of DCI countries - separated on the respective DCI average. Those are:

• Niche/International
• Universal/International
• Niche/Local
• Universal/Local

The following map shows the score combinations for each European country, revealing countries with similar lifestyles across Europe. This insight can be used to address similar countries together, rather than one-by-one or all countries as a single market.

Based on the Lifestyle exhibited by European countries you can get a first understanding of video content interests of audiences. This may also help to determine the strength of localization of a given market and how much a brand should focus on broad and mainstream subject matter or whether it could risk going into more niche interest groups and topics.

More concretely the lifestyle dimension could be useful in the following ways:

• Developing a content strategy that aligns with the main interests of the YouTube audience in each country.
• Developing country-specific ad campaigns that reflect dominant local interests.
• Identifying suitable YouTube channels in each country for potential partnerships.
• Selecting YouTube influencers to introduce or endorse your products and services.

If you would like to know more about how to the use other dimensions of the DCI, check out our articles on Personality and Routine.

And, if you are interested in adding more granularity to your marketing efforts, you can find our country classifications for universality and internationality below:

Country Classifications: Universality

Country Classifications: Internationality