According to YouTube trends and new research, connected TV is not only changing viewer behaviour — it’s changing the boundaries of TV
as we know it.
With the proliferation of connected TV (CTV), the TV screen is becoming the device of choice for all sorts of video.
Over 30 million people streamed YouTube on their TV screens in Great Britain in May 2022, and over 25% of logged-in British YouTube connected TV viewers watched content almost exclusively (>=90%) on the TV screen.
How viewers define TV is changing.
It’s clear that part of the draw of connected TV is the same as what attracts people to digital video in general: control and choice. These variables allow people to create their own personal viewing schedules
of people interviewed describe good content as something personal and relevant.
of those who watch YouTube on TV with others have created a routine around it.
Connected TV’s allure goes beyond the ability to find more of the content you love. For many people, an important element is the ability to connect, whether it be to family, community, or culture.
the shared TV experience
This idea of connection is what’s motivating
a number of people to augment their YouTube viewing from phone or tablet to the TV.
of people interviewed said they achieve deeper connections when they watch YouTube with others.
feel like they are opening themselves up to others when they watch YouTube on TV with them.
say their definition of TV includes streaming services like Netflix, Amazon Prime, and YouTube.
say YouTube is TV when viewed on their TV.
say TV must be professionally produced.