NEWS YouTube CEO: TV’s Loss of Viewers Is Our Gain
May 6, 2016
At Brandcast ad event, video giant boasts of bigger primetime reach in 18-49 demo than top 10 TV shows combined
YouTube keeps flexing its massive muscles in the face of the TV industry.
The Google-owned video powerhouse said it now reaches more viewers on mobile alone in the target demo of 18-49 than any single television network — and in primetime, YouTube delivers more of that audience than the top 10 TV shows combined.
“At a time when TV is losing audiences, YouTube is growing in every region, on every screen,” said YouTube CEO Susan Wojcicki at the video giant’s Brandcast event Thursday evening in New York. She added that time spent watching YouTube on TV screens more than doubled year-over-year as of the end of 2015.
Moreover, advertisers on primetime broadcast TV could have reached 56% more consumers in the 18-49 demo by advertising on YouTube as well, she said, citing a Google-commissioned study from comScore Xmedia.
Of course, the data doesn’t exactly show that YouTube is tearing people away from traditional TV. Plus, TV shows themselves are tapping into the power of YouTube: The Brandcast preso featured a clip of CBS “Late Late Show” host James Corden singing its praises, displaying Variety‘s story about the program reaching 1 billion views. And in terms of an ad buy, those aggregate YouTube numbers are not an apples-to-apples comparison to TV ratings for individual shows.
Continue reading main story: http://variety.com/2016/digital/news/youtube-tv-audience-reach-brandcast-2016-1201767801/