Written by
Celie O’Neil-Hart , Howard Blumenstein
April 2016

<p>Brand advertisers used to think of TV first when they wanted to reach their target audiences. Now, their audiences are reaching for their phones. We're living in a multi-screen, multi-platform world, where one in three consumers say they've never had cable or no longer do. The result is that the old way to reach consumers has gotten harder and more expensive. The good news is, there's an easy way to reach "cord-cutters" and "cord-nevers": online video.</p> <p>What Viewers Are Watching: Online Video Trends</p> <p>People may be watching less television … but they don't love video any less. As TV time goes down, time with online video goes up.</p> <p>By 2025, half of viewers under the age of 32 will not subscribe to a pay TV service.</p> <p>6 out of 10 people prefer online video platforms to live TV.</p> <p>Where They're Watching Online Video: YouTube</p> <p>Think about the last time you wanted to watch a video online. Where did you go? In those I-want-to-watch moments, people go to YouTube.</p> <p>In an average month, 8 out of 10 18- to 49-year-olds watch YouTube.</p> <p>In 2015, 18- to 49-year-olds spent 4% less time watching TV, while time on YouTube went up 74%.</p> <p>YouTube Viewership Across Screens</p> <p>One screen, two screen, big screen, small screen. Consumers have them all. Is your advertising connecting across mobile, desktop, and living room devices?</p> <p>On mobile alone, YouTube reaches more 18- to 49-year-olds than any broadcast or cable TV network.</p> <p>Among millennials, YouTube accounts for two-thirds of the premium online video watched across devices.</p> <p>The time people spend watching YouTube on their TV has more than doubled year over year.</p>