Youtube claims it has bigger prime time audience on mobile alone than TV
Youtube has again used the digital Newfronts in New York to take aim at the television industry, telling media buyers that its mobile audience is now larger than the prime time audience of traditional TV networks in the US.
Youtube has again used the digital Newfronts in New York to take aim at the television industry, telling media buyers that its mobile audience is now larger than the prime time audience of traditional TV networks in the US.
Wojcicki: we are bigger in prime time audience.
CEO of Youtube Susan Wojcicki told US media buyers at an event today: “At a time when TV networks are losing audiences, Youtube is growing in every region and across every screen.
“In fact, we reach more 18-49 year olds during primetime than the top 10 TV shows combined. And brands that advertise on broadcast during primetime could have reached 56% more 18-49 year olds by advertising on Youtube as well.”
Wojcicki’s declaration comes at an event where Youtube confirmed it is expanding its Google Preferred advertising offering and giving brands the opportunity to buy ads specifically around some of the most viral videos on the platform, so-called “breakout videos.”
The move comes the same week that IPG Mediabrands Magna Global in the US signed up to a deal where it has committed to spending some US$250m on the platform.
Youtube also announced it was expanding the options for virtual reality (VR) on the platform noting how the likes of sporting code the NBA will soon launch two new VR series that give viewers a behind-the-scenes look at their favourite basketball stars and arenas.
While Youtube first launched its VR product last year it has been slowly ramping up the offering in recent months.
Wojcicki’s told the 2,700 people at New York’s Javits Center North that VR had been “a huge massive technical challenge adding: “We have more 360-degree and VR content than any platform in the world and in fact, you can watch every single video on Youtube with a VR headset.
“Youtube gives these creators the freedom to express themselves openly, honestly, authentically. It allows a new, diverse set of faces and voices to rise up. They speak their minds, they give their perspectives. And these are perspectives that you just can’t find on TV.”
Big Bird and Youtuber Lilly Singh speak onstage during Youtube Brandcast as the company announces the launch of Seasame Studios.
The company also announced the launch of Sesame Studios, an educational YouTube channel from the creators of Sesame Street and that top NBA highlights will surface in Google Search and across Youtube.
“Those conversations are happening on YouTube, along with all the global news, entertainment, educational content, music and sports that the world has to offer.”
Nic Christensen in New York
I watch Youtube for 5 or 10 mins here & there a few times a week
I still watch Television for hours at a time though daily
I still like my BIG content on a BIG screen
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Hi Lionel, you can easily get BIG content on the BIG screen via YouTube on your BIG TV.
Thank me later.
Cheers.
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Great news! Need to look into You Tube better. I have written it off for some reason))
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Thanks Todd,
i get Youtube on my BIG TV thru XBox and my Smart TV
However the BIG content is FREE on my TV
and the FREE stuff on YouTube is generally short or D grade or low quality
I know you can pay for good content on Youtube but it kind of defeats the purpose
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They used to say if your only tool is a hammer, every problem looks like a nail.
*I* say there are some people who’ve only had sausage and if ever they see a steak, they’ll try to mince it up. And complain about it.
And there’s a bit of “Commodore’s always been best for me. Forget them foreign-sounding cars…”
In other words, it often happens that people reject the new and improved in favour of the old and familiar – frequently citing lack of similarity. In the early days of internal combustion it was claimed they couldn’t find their way home like a horse could.
Jack Warner said “who wants to hear actors talk?” And it is true that “soundies” were a novelty at first. Talking pictures, who knew?
And the very service of television, being defended by some here, was itself considered “a fad” – a passing fancy. So much so that the Government in 1956 had to guarantee to keep radio jobs open for Staff transferring to TV. So that WHEN it failed, they could all go back.
Right up to the 1970s, all ABC TV Staff were in temporary (Auxiliary) positions.
Well, they were right. TV IS starting to fail: so much is repeats, repeats from decades ago and repeats from a few days ago. Much airtime is given over to advertorials or “Paid Presentations”. Commercial breaks are filled with more commercials than ever – at reduced rates, frequently.
A lot of TV commercials and Station Idents now refer people to websites or catchup sites. For many years now, 4 Corners has posted full-length interviews on its site. This is a service to viewers but can also be interpreted where the TV show is just a promo for the website.
This will happen more often.
I believe TV will devolve into a promo and navigation service for online offerings – be it shopping or shows. Which will be accessed via the big LED screen or mobile devices.
Don’t forget: the big money used to be in sheet music. You can STILL buy sheet music but nobody is making much money from it these days. And I bet there are SOME homes where they don’t have ANY sheet music…
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AND here’s a drinking game:
Flip between digital channels – if you hit commercials, you drink. If you hit programme, you don’t.
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“In fact, we reach more 18-49 year olds during primetime than the top 10 TV shows combined. And brands that advertise on broadcast during primetime could have reached 56% more 18-49 year olds by advertising on Youtube as well.”
The above makes sense to me. If you poopoo such factual data (Lionel), then you will be left in the shadows and if you are representing clients, then so will they…
Video on Instagram is also flying. Instagram (Facebook) have recently upped the length abilities on there. I watched a heap of top surfers surfing Slater’s new wave pool on the weekend. Instagram broke that one, without any adverts…
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Would LOVE to see the data behind her claims. Stay tuned.
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Ironic? Google Ad Block.
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I liked John Hollands first comment, bloody love the second one.
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I watch youtube all day but the content for big screen I definitely watch on the big screen. Thanks to the author for the such useful and detailed information. I really appreciated to you on this quality work. Also check our portable gaming monitor.
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