YouTube is reshaping TV by stealing TV viewing and ad budgets. Marketers must balance the platform’s social roots with its growing role in connected TV (CTV) and traditional TV strategies.
Key Question: How is YouTube transforming TV ad buying, and what does that mean for marketers?
Key Stat: In 2027, TVs will account for 44.2% of time spent with YouTube among US adults, more than any other device.
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