YouTube Dominates TV Streaming: New Opportunities For Marketers

YouTube Executive Director, Neal Mohan, has announced that the TV screens have become the most popular youtube watching device in the United States, surpassing mobile devices.

In a blog blogMohan says:

“TV surpassed mobile devices and now is the primary youtube watching device in the US (according to the time of watching), and according to Nielsen, YouTube was #1 in streaming time of viewing time in the USA for two years.”

Data show that viewers consume more than a billion hours of YouTube content on TV screens daily.

Mohan attributes this growth to YouTube’s integration with smart TVs and streaming devices.

This indicates a significant shift in audience behavior, giving the opportunity to use new ad formats.

What does that mean for traders

Fresh advertising options

YouTube’s audience is moving towards television, which offers different advertising options and ways of hiring viewers.

Traders can use this variable viewer’s behavior in the following ways:

1. QR Codes on TV -u: Showing a QR code during a video or ad makes viewers scan it with their phones, connecting to a large screen by watching with mobile actions.
2. Stop the ads: When viewers pause video, advertisers can show target messages on screen, attracting attention without interrupting the emission.
3. The experience of another screen: YouTube is the testing of features that allow viewers to interact with TV content using your phone. This allows them to leave comments, share videos or buy while watching.

These tools can improve the engagement of viewers and help measure results.

Unlike traditional TV ads, which do not allow immediate interaction, these digital options provide brakes with a new way of connecting with their audience.

Strategic considerations

Longer viewing time
Viewers spend more time watching YouTube on TV than on mobile devices, which can lead to deeper engagement with ads and branded content.

The thought with a large screen
Youtube consumption advertising requires a high quality production quality to achieve a feeling similar to broadcasting. Traders should consider the benefits of creating content intended for an environment in the living room.

Performance measurement
As technology progresses, monitoring conversations to multiple devices (TV and mobile) can become increasingly complex. The implementation of the analytics and model of attribution of more platforms will be necessary.

Podcastovi

Another format that progresses on YouTube is Podcasting.

Mohan claims that YouTube number is one way that people in the US are listening to the subcasts, stating:

“One of the most relevant driving culture formats – Podcastovi – is the progress on YouTube. YouTube is now the most commonly used service to listen to Podcast in the USA ”

As more people deals with TV and youtube subcashers, traders can effectively combine and format through video podcasts.

This can help brands to connect with their audience in their own way, using a trend of long videos on larger screens.

Looking forward

This signals the evolution of YouTube from the Platform for the first mobile to the dominant Streaming TV service.

Traders should adjust their strategies to align with this displacement of viewers’ behavior.

The key endeavor includes:

• Use new ad formats like QR codes and ‘pause ads’
• Create high quality content tailored to large screens
• Acceptance of new opportunities like video podcast

With longer viewing times and increased TV engagement, brands have a unique opportunity to connect more effectively with the audience.

However, retaining will need to focus on the analytics of multiple platforms and a thoughtful integration of mobile and TV experiences.

---

Sepaled image: Kaspars Grinvalds/Shutterstock