Neglected Youtube is the new TV
In the endless chase for the next shiny platform, marketers have overlooked a giant hiding in plain sight – Youtube. Mary Proulx, co-founder of Bread Agency, explains.
While we’re all scrambling to master the latest social media phenomenon, some with questionable ROI, we’ve collectively neglected a platform that reaches over 17 million Australian adults – that’s 85% of the population for those counting along at home.
Yet most brands still treat Youtube like either a digital dumping ground for TV ads or just another paid media channel. It’s time we had an honest conversation about the massive opportunity being left on the table.
More than just a video platform
Youtube has evolved far beyond its simple video-sharing roots. It’s now the world’s second-largest search engine after Google, a prime entertainment destination, and a thriving community hub. This triple threat makes it uniquely powerful.
While TikTok and Instagram battle for short-form supremacy, Youtube quietly dominates across multiple formats – from bite-sized Shorts (reaching 1.5 billion people monthly) to long-form content that challenges traditional TV.
In my household, we’ve cancelled everything subscription other than YouTube (premium) and Netflix. No more Foxtel, Disney+, Prime, etc. they are just a money pit and more content does not necessarily mean better content! We don’t watch free to air either, and haven’t for over a year, too many ad breaks and the quality of the programming isn’t there… YouTube is our main channel, and the premium version saves us from the painful, often irrelevant, pre and mid-rolls. It is time that brands seriously rethink the way they reach their audiences… By the time my child’s generation becomes the target, it will be completely disengaged from any form of advertising other than content-led.