Written by
Celie O’Neil-Hart , Howard Blumenstein
Published
September 2016
Topics

Viewers are curating their own content streams, with no care for labels like "digital," "broadcast," "cable," "smartphone," or "television." They cast YouTube to their TVs and watch TV programming on YouTube. For them, combining TV with YouTube yields better entertainment. Could it yield better results for your brand, too?

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<p>Viewers are curating their own content streams, with no care for labels like "digital," "broadcast," "cable," "smartphone," or "television." They cast YouTube to their TVs and watch TV content on YouTube. For them, combining TV with YouTube yields better entertainment. Could it yield better results for your brand, too?</p> <p>Multi-screen, multi-platform:</p> <p>Viewers once gathered around just one screen to watch video content. Now, they gather around all their screens to watch all types of video content:</p> <p>Adults are 5X as likely to prefer online platforms over cable or broadcast TV to watch video at home.</p> <p>Two-thirds of people say they pick up another device during a television ad break.</p> 92% of YouTube viewers watch YouTube on a mobile device when they are at home.</p> <p>People are watching TV on YouTube …</p> <p>Since 2013, viewership of television content on YouTube is up 230%.</p> <p>… and they're watching YouTube on their TVs:</p> <p>YouTube makes up over half of people's time watching online video on television.</p> <p>Every viewer has their reasons:</p> <p>51% watch YouTube on TV to relax or unwind, while 38% watch to feel entertained.</p> <p>Among viewers who watch YouTube on their TV, 48% of moms watch with their kids.</p> <p>25% of viewers who watch YouTube on their TV watch to share a YouTube video with their family or friends.</p> <p>Video at your fingertips:</p> <p>In an average day, YouTube reaches more 18+ viewers than any TV network.</p> <p>The good news for brands:</p> <p>Brands can reap the benefits of this changing behavior.</p> <p>Almost 50% of internet users looked for videos related to a product or service before visiting a store.</p> <p>Purchase intent is 150% higher from paid YouTube TrueView ads than from TV ads.</p>