Road to Brandcast: Viewers choose YouTube creators and content
May 08, 2023 – [[read-time]] minute read
Video has never been more culturally relevant and more ingrained in the fabric of our daily lives. From short-form to long form and mobile to the TV screen, video is where we get answers, go deep with the things we love, and express ourselves. Fueled by millions of creators, YouTube is the only platform that gives viewers the keys to everything they love in one place.
On May 17th at Brandcast at Lincoln Center, YouTube creators like Allyiahsface and Deestroying will demonstrate how they are innovating across formats, from Shorts to long-from video, and continually bringing new viewers to the platform.
According to Nielsen's total TV and streaming report for the US, YouTube is the leader in streaming watch time.
The unexpected winner of the streaming wars? Creator-driven platforms
Throughout Upfronts season, advertisers will hear a lot about content. Our take? It’s about content plus audience time spent and engagement.
YouTube has long been the most-watched ad-supported video platform. Now, thanks to the creators and the wide array of content available, it’s the most-watched video platform, full stop. According to Nielsen's total TV and streaming report for the US, YouTube is the leader in streaming watch time.
Viewers aren’t just watching a few clips on YouTube, but instead they’re choosing to spend more time on the platform to go deep with the creators making the content they love. It’s a large part of why YouTube CTV accounts for over 52% of ad-supported streaming watchtime on connected TVs among people aged 18+, according to Nielsen data.1
Short-form video is also booming on YouTube, with 1.5 billion+ monthly active users of Shorts racking up 50B+ views a day.
Meanwhile, it’s no surprise that short-form video is also booming on YouTube, with 1.5 billion+ monthly active users of Shorts racking up 50B+ views a day.2
Creators are proven hitmakers – this generation’s directors, producers, and talent. These diverse storytellers are the lifeblood of YouTube. And they’re uniquely able to deliver on what people care about at any moment in time.
In short, YouTube creators are the secret to winning the streaming wars.
Just consider publicly available data compiled by independent analyst Benedict Evans. It shows that the average MrBeast video has comparable total viewing time to a top 10 Netflix show.
For viewers, video is video. And we should measure that way.
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People consistently tell us that relevant content is so much more important than how much something costs to produce, or how it was made. People show us what they value by how they spend their time, and we should measure against that.
That’s why we support the ANA, WFA, and others who are advocating for independent, third-party measurement solutions that drive efficiency, improve the viewer ad experience, and compare publishers and broadcasters apples to apples. We look forward to continuing to work with the industry on a comprehensive solution.
1. Nielsen Streaming Platform Ratings; October 2022 Calendar Month; P18+, Live+7, Total AVOD = YouTube, Hulu, Roku, Tubi, Pluto and Discovery+; Share of total AVOD minutes
2. YouTube data, 2023, Global.