YouTube viewers now watch over 1 billion hours of content on TV every day
In December alone, over 120 million people watched YouTube content on TV.
Like YouTube on NewFronts 2019 and 2020, he focused his stellar presentation this year (aka Brandcast) on advertisements for his TV screen, highlighting his position as a real competitor to Linear TV and placing the tough bets on the ad dollars that marketers would normally spend. to traditional networks.
“At this point, even those of you who have negotiated good rates are paying more for less money every year,” said Alan Teigesen, President of the Americas for Google, during the presentation. “This is the moment. Inflection point for reset, revaluation. If you started from scratch and built based on where people are watching, you would start with streaming. ”
YouTube’s December TV viewer numbers weren’t the only ones. It turned out that every day viewers watch more than one billion hours of content on TV screens. That’s up from 450 million in June 2020 and 250 million in 2019.
The platform also reported that in September 2020, it reached more viewers aged 18 to 49 than all linear networks combined. (It’s worth noting that Roku’s NewFronts presentation took a similar approach, focusing on how the audience of the streaming company March 2021 Madness has skyrocketed, while the audience for linear networks has shrunk.)
Following these numbers, YouTube has highlighted upcoming ad products that will allow brands to target TV viewers. One is brand extension that gives viewers the ability to send advertisements from the TV screen to their phone.
“Brands will be able to measure the conversions generated by brand extensions directly in Google Ads,” says YouTube.
They will appear worldwide later this year.
Another new ad product for US marketers: YouTube Select Sponsorships. These are seasonal blocks of advertising space dedicated to a specific holiday or cultural event. According to YouTube, “The breadth of the seasonal listing means that advertisers have a much broader range of opportunities to tag different communities and topics, and reach their audience wherever they are watching.”
YouTube is reporting that some sponsorship offers are now available through prior commitments and auctions.