YouTube has overtaken the BBC for viewership, but not for engagement
Don’t suddenly shift ad budgets toward YouTube at TV’s expense
Start building a YouTube CTV strategy now to reap long-term rewards
Sources
Media Gallery
About This Report
YouTube is pulling close on reach, but traditional TV still delivers stronger engagement. As viewing shifts across screens, marketers face a growing tradeoff between scale and attention, and they must rethink how YouTube and TV fit together in video plans.
YouTube has overtaken the BBC for viewership, but not for engagement
Don’t suddenly shift ad budgets toward YouTube at TV’s expense
Start building a YouTube CTV strategy now to reap long-term rewards
Sources
Media Gallery
YouTube now rivals traditional TV for reach, but it’s some way behind on engagement. This report digs beneath the recent sensational headlines to examine how shifting viewership habits, screen use, and attention levels will reshape video ad strategies.
Key Question: What do recent headlines about YouTube beating the BBC for viewers really mean for marketers?
Key Stat: YouTube viewer numbers are getting close to total live TV viewers, but daily time spent with TV beats out YouTube time by over an hour.
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