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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.

"NEW YORK, NY - MAY 05: CEO of Youtube Susan Wojcicki speaks onstage during YouTube Brandcast presented by Google on May 5, 2016 in New York City. (Photo by Taylor Hill/FilmMagic for YouTube)"

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. 

YoutubeWojcicki’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.”

"NEW YORK, NY - MAY 05: Big Bird and YouTuber Lilly Singh speak onstage during YouTube Brandcast presented by Google on May 5, 2016 in New York City. (Photo by Taylor Hill/FilmMagic for YouTube)"

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

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