First thing’s first, drop these facts to impress your clients and colleagues:
- COVID-19 has given a tremendous boost to online video everywhere, including YouTube.
- YouTube is the second largest search engine (after Google Search) with 3 billion searches a month.
- Every minute over 500 hours of new content are uploaded to YouTube: from unboxing sneakers to 18th-century quilting.
- Globally 1 billion hours of content is watched daily on YouTube – Entertainment and Music taking the lion’s share.
As far as advertising goes, YouTube brought 9,4% of Google’s total advertising revenue in 2019.
From the non-skippable TrueView ads to the quick and dirty bumpers, YouTube is a staple for many advertisers. And their love for the platform is on the rise as more people access YouTube on their TVs.
Traditional broadcasters are becoming wary of YouTube in Europe
Connected TV is the fastest-growing channel for YouTube, which understandably worries traditional broadcasting. In 2019, YouTube’s viewing rate grew by 45% YoY in Europ and now COVID-19 has kicked YouTube’s viewer rates through the roof.
During Mach and April 2020, people purchased or rented 800% more movies, 125% more TV shows and 250% more live content through YouTube on their TVs.
YouTube wants advertisers to benefit from this growth.
The novelty and freshness of the content available on YouTube is pulling in more audiences.
According to YouTube, 60% of signed-in users watched a video published in the last 7 days. And a recent Nielsen study commissioned by YouTube shows that more adults watch YouTube videos together on their TV than traditional TV programs.
The stage is set for YouTube to deliver new features designed for the connected TVs to attract more advertising budgets to their platform.
And that’s exactly what they’re doing next. ?
YouTube is launching two new features to make the most of the streaming boom.
YouTube’s brand lift surveys are now optimised for the big screen and allow users to respond or skip the survey using their remote controls.
This new feature will be available in Q3 2020, first in the YouTube app and later on YouTube TV.
During 2020 YouTube will also launch a skippable ad format for content cast onto the TV screen.
According to YouTube, there’s a 75% increase in casted watch time – so, about time us viewers get to see more ads, right?
In case you missed it, YouTube launched their largest ad-format called YouTube Mast Heads on TV Screens in November last year. As more viewers watch content from YouTube on their TV screens, YouTube is preparing to become a serious player in TV advertising.