YouTube viewers now watch over a billion hours of content every day

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In December alone, more than 120 million people watched Youtube content on televisions.

Like YouTube did in 2019 and 2020 New frontshe focused on this year’s star-studded presentation (aka Brand image) touting its reach on TV screens, emphasizing its position as a true competitor to linear TV, and bidding heavily on the ad dollars that marketers would normally spend on traditional networks.

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“At this point, even those of you who have negotiated good rates are paying more for less every year,” Alan Thygesen, google‘s president of the Americas, said during the showcase. “It’s a moment. An inflection point to reset, to reassess. If you were to start from scratch and build based on where people are watching, you’d start with streaming.

YouTube viewership in December wasn’t the only figure offered. He revealed that every day viewers watch more than one billion hours of content on TVs, desktops and mobiles. The platform also said that in September 2020, it reached more viewers between the ages of 18 and 49 than all linear networks combined. (It should be noted that RokuNewFronts’ presentation took a similar approach, focusing on how the 2021 streaming company march madness viewership has grown significantly, while viewership for linear networks has declined.)

Hot on the heels of these numbers, YouTube has highlighted upcoming ad products that will specifically allow brands to target viewers. One is Brand Extensionsthat offer viewers the ability to send information about an advertisement displayed on their TV screen to their phone.

“Brands will be able to measure conversions driven by Brand Extensions directly in Google Adssays YouTube.

These will roll out globally later this year.

Another new ad product for marketers in the US: YouTube Select Sponsorships. These are seasonal advertising spaces whose theme is linked to a specific holiday or cultural moment. According to YouTube, “The breadth of the seasonal slate means advertisers have a greater variety of opportunities to celebrate diverse communities and topics, and reach their audiences where they’re watching.”

Some sponsorships are now available through initial pledges and auctions, YouTube says.

Correction: A previous version of this story reported that YouTube users watched a billion hours of content per day on television screens. It’s not correct; the figure reflects all watch the weather, not just watch connected TV.


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Shirley K. Rosa