YouTube is now the most-watched living-room digital video platform in the US after Netflix, according to Nielsen.<\/p>\n
So why aren’t advertisers taking it more seriously when it comes to developing a connected TV advertising plan?<\/p>\n
In this video interview with Beet.TV, media agency Essence’s Mike Fisher explains the value of YouTube.<\/p>\n
“Within the last couple of years, we found YouTube really becoming one of the largest sources of ad-supported streaming happening on the TV screen,” Fisher observes.<\/p>\n
“Historically, a lot of marketers did not look towards YouTube as that true TV replacement. People are still going to watch Saturday Night Live content – they’re just watching it in a way that fits their viewing habits; that includes now going to YouTube the next day, watching three or four Saturday Night Live clips.<\/p>\n
“A lot of people are at home during the pandemic and that younger viewership who grew up on YouTube is starting to age out of living at home and going out on their own.<\/p>\n
“We’re really starting to see a rise in YouTube as a viable alternative to other streaming happening on that TV screen, which has really led to a rise of the need to find a combination of premium television content, coupled with premium television audiences inside of that YouTube environment, and really make a case to our clients on why they need to consider that television.”<\/p>\n
Nielsen Streaming Meter says<\/a>, of the 25% of TV time spent with streaming video, 20% goes to YouTube, making it the second-most-watched digital video platform after Netflix.<\/p>\n Accordingly, YouTube’s CTV ad revenue is growing fast, according to forecasts.<\/p>\n <\/p>\n <\/p>\n In Q1, YouTube brought<\/a> in $6 billion in ad revenue for the period, up 49% year-on-year, putting YouTube on course to beat Netflix in annual earnings.<\/p>\n