It’s a new world out there. Canadian families are no longer gathering around the TV at an appointed time very often anymore — instead, they are increasingly turning to online video, because it delivers content that’s highly personalized to them, and reflects what they’re passionate about. Why should this matter to marketers? Because that highly personalized content inspires viewers to discover new things. In fact, more than 90% of Canadians say YouTube helps them discover new products or brands1. Here’s what marketers need to know about the new way of watching, and how they can engage with today’s audience.