YouTube viewers are pivoting to TV screens as their method of choice for watching content, a trend that experienced significant growth before and during the height of the pandemic. We estimate that 113.1 million US YouTube viewers, 52.8% of total viewers, watched the platform's content on connected TV (CTV) devices in 2020. Those numbers will increase to 130.8 million and 57.7% by 2022.
On today's episode, we discuss which ad-supported video-on-demand (AVOD) services Americans are using, why they're using them, and if these types of viewers are different from those using subscription video-on-demand (SVOD). We then talk about what livestream TV could do to help users sign up at a faster clip, how SVOD players can reduce churn, and what to make of Disney+ considering an ad-supported tier. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Paul Verna.
YouTube is the most popular platform for non-TV video content in the US, with 65% of the country’s short-form video viewers using the service to watch user-generated content, video game livestreams, and the like.
The fall TV blitz may not be enough to undo new viewing habits: Broadcasters may not be able to reverse pandemic-era trends, and the number of new streaming services is putting a strain on viewers' wallets.
The medium screen: New data on ad impressions shows that more YouTube viewing is happening on TVs, suggesting the platform will soon become an increasingly popular place to reallocate TV ad dollars.