There’s been an 800% (year-on-year) increase globally in the number of people watching ad-supported and purchased movies on the Google-owned YouTube, with 125% in TV shows and 250% in live content.
While overall watch time has jumped 80% (YoY) in social distancing times, YouTube is seeing different user behavior when people engage with YouTube on the TV screen, the company said in a statement.
“It is often enjoyed with others, unlike the more individual experience on the mobile device. In a recent custom Nielsen study commissioned by Google, we found that 26% of the time, multiple 18+ viewers are watching YouTube together on the TV screen, compared to 22% on linear TV,” said Debbie Weinstein, Vice President, Global Video and YouTube Solutions.
YouTube announced a number of tools including Brand Lift measurement on the TV screen and more flexible formats for content cast onto the TV screen to help advertisers navigate this rapidly changing environment.
“As people spend more time at home, we’re seeing major shifts in streaming viewership. A recent Comscore report highlighted that over 70 million US households are now streaming content on their connected TV screens,” Weinstein added.
“This will enable marketers to make informed decisions about ad performance, and better optimize streaming campaigns in real-time whether they are using Google Ads or Display & Video 360 for both reservation and auction campaigns,” said YouTube.
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“As viewers spend more time watching YouTube on the TV screen, we are continuing to evolve to help advertisers better reach their customers where they are,” said the company.
“This year, we’re also bringing more format flexibility to a streaming by introducing the popular skippable ad format for content that is cast onto the TV screen,” the company said.