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.

The UK is home to some of the most voracious digital video viewers, but planning a campaign across the plethora of video platforms is getting more and more complicated. An increase in ad-supported on-demand platforms is adding to the complexity.

Digital video viewership in Canada is among the highest in the world, driven by high usage of YouTube and Netflix.

Digital video viewership in the UK is high, driven by a broad choice of platforms. From free over-the-top platforms, to broadcasters’ own on-demand services, to a flourishing subscription landscape, UK viewers have a rich and varied digital video diet.