There are plenty of people out there who spend hours at a time exploring YouTube, whether it’s for movie trailers, opinion on a certain subject, or even highlights from their favorite shows – either provided by the networks or not. No wonder it’s so popular in so many demographics.

Digiday recently broke down just how popular the channel has become. First off, it stated that, despite a large group of male and female viewers, male still leads the pack, with men spending 44 percent more time on the site on a monthly basis, and 51 categories dominated by about a 90 percent male viewing presence. That said, there’s still plenty for women to do, as indicated in the chart below.

According to stats provided by OpenSlate, makeup and cosmetics lead the pack in female topics, with 89.3 percent overall viewership, followed by skin and nail care, weight loss and popular East Asian and pop music. Oh, and who can resist dogs

Gaming rules on the guys’ side of the playing field, with collectible card games taking a huge chunk, followed by Nintendo and Sony. There are some non-gaming trends in there, like bodybuilding, soccer, and graphics and animation software.

“As soon as you omit gaming as a macro category, it goes to almost 50-50,” said Mike Henry, CEO of Outrigger Media, the operator of OpenSlate. “Guys spend an incredible amount of time watching gaming videos.”

Then there are age groups, in which are broken down in the chart below.

comScore reports that the 25-34 bracket leads the charge in monthly viewers, judging by March 2015 numbers, with over 40 million. The 35-44 and 45-54 groups are closely behind, followed by the 18-24 group. Surprisingly enough, there are a large number of senior viewers as well, around the 20 to 26 million point.

However, these numbers can be quite different depending on category. In the field of beauty and style channels, females 18-24 lead with nearly 40 percent of all viewers, followed by the 13-17 and 25-34 age brackets. Meanwhile, men’s numbers for this category are incredibly low, barely registering five percent at the most.

By comparison, pets and animals channel have a better split between the two groups, with males and females 25-34 showing the highest numbers, around 15 to 17 percent, followed by 18-24 and 34-44.

“Understanding who is watching what at a really grandular level is where the storytelling process starts,” said Henry. “You can always find these people and target them, but it’s a completely different value proposition if you can target them in the mindset they’re in with a message that fits.”