Love Island’s YouTube views pass 50m mark, but Nine still struggling with CPM on the platform
Nine has seen its Love Island Australia YouTube channel pass the 50m viewer mark, with UK audiences being a driver of traffic, group content strategy director Lizzie Young told the Mumbrella360 conference.
Despite the network’s online successes on the Google-owned platform, Young pointed out monetising the traffic remains a challenge with YouTube’s low CPMs.
Speaking on a panel discussing social video at Mumbrella360, Young said: “It’s probably not that surprising we do see video as an enormous part of our business and social asset to engage audience and advertisers. In terms of scale and how important is to our business.
“I look at something we’ve done in the past two weeks such as Love Island. We popped up a YouTube channel from scratch on that show and we’ve ticked up over 50m views in that time – which is a pretty significant achievement.
