Chris Marine’s Post

What is TV ask my 11 year old.....YouTube now accounts for 10% of all TV viewership, cementing its dominance in the media landscape. This shift highlights the growing preference for on-demand, personalized content that YouTube provides, reaching a diverse and global audience. For #brands and marketers, this is a wake-up call. The power of digital platforms is undeniable, and embracing this trend is essential for staying relevant. YouTube's rise demonstrates the importance of innovative content strategies and the ability to adapt to changing consumer habits. As YouTube continues to shape the future of media, let's explore how we can leverage this platform to connect, engage, and grow as the next generations are even more locked into to Youtube/TikTok personalized content-verse. #media #digitalmarketing #future #innovation #advertising

According to Nielsen, YouTube became the first streaming platform to exceed 10% of total TV viewership in July 2024. This is a major milestone, signaling a continued shift in how audiences consume media. Overall streaming also had it's highest share since The Guage started measuring, with a whopping 41.4% share 👀 For advertisers, this represents a significant opportunity. With YouTube capturing a growing share of attention on TV screens, businesses can now reach highly engaged audiences more effectively through strategic video campaigns. The targeting options available for YouTube advertisers are incredible and with YouTube being part of the Google ecosystem, linking and attributing straight back into your Google Ads search, display and discovery campaigns allows advertisers to really measure the impact and effectiveness of their YouTube advertising spend. 🚀 Take a look at the study below 👇 https://lnkd.in/eMEt8ptP #YouTubeAdvertising #DigitalMarketing #YouTube

Chart of the Week: What Platforms Are Audiences Streaming on Their TVs? If I asked you who the biggest TV streaming platform in the world is, you’d probably say Netflix, right? Netflix holds 8% of total TV viewing hours. But YouTube is on top, capturing 11%. Revenue tells a similar story. YouTube generates $43 billion, compared to Netflix's $38 billion. What’s even more interesting is how this is trending going forward: YouTube is steadily gaining share from almost everyone - including traditional TV channels. Why is YouTube so dominant? They’ve built an ecosystem that places both users and creators at the heart of every journey and product decision with: ✅ Highly effective monetisation, capturing users initially with free content, but with the ability to upgrade to a paid-for, premium, ad-free subscription. ✅ Skippable ads that balance revenue generation with respect for users' time and viewing experience. ✅ Less intrusive ad formats. ✅ Revenue-sharing incentives that rewards creators and encourages high-quality content. ✅ Unparalleled targeting capabilities for advertisers. The platform’s demographics are also fascinating: time spent by younger users (18-44) - many of whom have moved away from consumption of traditional TV - now accounts for half of YouTube’s total viewing hours. This figure continues to climb. For brands who have traditionally been reliant on TV advertising, YouTube has fast become one of the best channels to effectively reach such an audience at scale, and understanding how to capitalise on that opportunity is crucial to businesses' continued growth. — This is part of my Chart of the Week series, where I break down insights every Tuesday on economic, marketing, and behavioural trends that matter to marketers. Follow me, Byron Tassoni-Resch, for more.

FAST platforms are having a moment. How can it last? According to Nielsen, Tubi and The Roku Channel have both seen “significant year-over-year growth” in TV usage in the U.S., with the former up 43% and the latter up 36% from May 2023. Tubi saw a platform-best in #streaming viewership share in May this year. “FAST platforms are like a buffet of entertainment,” says. Lance Wolder. “They have doubled down on niche content, creating low-friction, snackable content that viewers can jump in and out of.” Experts say that to sustain the momentum, FAST services will have to embrace sports; shorter, influencer-driven content; and niche audiences. They may also have to overcome a "perception" challenge in the larger ad community. “The industry needs to reshape its view of FAST inventory and ad opportunities," says Wolder. "Developing new, engaging, and unique ad experiences and sponsorships is one potential bridge to changing this conversation.” Do you regularly watch a FAST platform like Tubi, Roku Channel, Pluto, etc?

Consumers today have more viewing choice than ever. While this comes as no surprise to today’s viewer, Nielsen recently quantified this, observing over 40,000 total channels and sources, with over 2.7 million individual titles now available for streaming, a number that will only grow in the years ahead. This has resulted in consumers now taking over 10 minutes (!) to make a viewing choice when they turn on their TV.   With so much choice, viewers are churning between linear, SVOD and AVOD options to meet their entertainment needs. For broadcasters, it is more important than ever that their content is front and center during that ten-minute-long decision making process. Broadcaster O&O assets have always been an important & cost efficient means for promoting content, but consumer behaviors continue to change, limiting the reach of these tactics. Viewers are more difficult to reach due to cord-cutting, the growing cohort of cord-nevers, and less time spent with linear TV. Furthermore, OOH and radio tactics continue to be challenged by the sustained popularity of hybrid work as people commute less and cannot be reached as easily as they once were.   So, how can broadcasters break through the noise and ensure their content gets chosen for that night’s viewing? There is one tactic that can be added to the media mix to deliver an advantageous share of viewing, and that is incorporating native tactics on smart TVs. Reaching a viewer while they are actively making a viewing decision is the “last mile” of the marketing mix. It connects all of the elements of a campaign, builds off of word-of-mouth, and engages potential viewers within a format that allows them to take the desired action: tune-in to linear content, or to click directly through to that program on an OTT app. In Canada, Samsung has partnered with broadcasters to drive linear & streaming audiences, and the results prove out that Samsung super-charges promotional campaigns.   Campaigns that leveraged native & video placements on Samsung TVs delivered an average tune-in lift of over 315%. That is, viewers within a target audience that were reached by the CTV campaign were more than 3 times more likely to tune in to that program compared to those that remained unexposed. This tune-in lift held true for content on conventional & specialty channels, new programs, & returning favorites.   This was also observed with live sports campaigns, with exposed viewers three times more likely to tune in to the big game. These results were consistent at a variety of investment levels, indicating that ROI in CTV can scale right along with media spend.   The minutes before a consumer determines what they’re watching are crucial, making native ad placements ideal for broadcasters to spotlight their content, engage with consumers and drive views with one-click from the Samsung TV home screen. If you’re interested in learning more about how Samsung can deliver audiences for your content, let’s chat! 📺

The dominance of short form platforms, like TikTok and YouTube, poses a growing challenge across the media landscape — impacting traditional broadcasters, sports rights holders and content aggregators alike. While these players continue to prioritize long-form content, a blind spot in short form strategies threatens the ability to attract, retain, and monetize audiences — especially younger viewers — effectively. If what’s past is prologue, this presents a serious threat to their streaming businesses, unless they recognize the opportunity rather than suffer the paradigm paralysis of their predecessors.

What does the future of TV advertising look like? 📺 Say hello to TV 2.0, an ad ecosystem that’s not just about reaching broad audiences — but also driving real, measurable outcomes that are most critical to your business. With the rise of CTV and streaming, the advertising landscape is finally catching up to digital standards. This evolution is giving advertisers the tools to target, measure, and achieve bottom-line results in ways previously reserved for channels like search and social. Learn more about TV 2.0 in Jason Fairchild’s feature in The Drum: https://lnkd.in/eiFxYFNv

Excited to share our CEO Jason Fairchild's latest insights on what we’re calling TV 2.0 – a transformation that’s changing how brands approach TV advertising! With TV 2.0, advertisers can truly have it all: they can target traditional TV reach and frequency, or leverage CTV to drive advanced outcomes like store visits, online searches, and even conversions. Check out Jason’s article on TV 2.0 below, and feel free to reach out if you’d like to explore what this new era of TV can mean for your brand.

"While brands tend to think of TV exclusively as an upper-funnel channel, TV 2.0 enables outcome-based planning and buying that drives bottom-of-funnel results, builds long-term brand equity, and boosts the performance of advertisers’ other marketing channels." All of that ☝ plus, guarantee your return on investment if you take advantage of our CTV on a pay-per-performance model (CPA) 😉 #nobrainer If you're curious about how tvScientific is driving the future of TV, I highly recommend joining The Drum's live discussion with our CEO Jason Fairchild on December 12th. Registration link in the article. 📺 💡

The dominance of short form platforms, like TikTok and YouTube, poses a growing challenge across the media landscape — impacting traditional broadcasters, sports rights holders and content aggregators alike. While these players continue to prioritize long-form content, a blind spot in short form strategies threatens the ability to attract, retain, and monetize audiences — especially younger viewers — effectively. If what’s past is prologue, this presents a serious threat to their streaming businesses, unless they recognize the opportunity rather than suffer the paradigm paralysis of their predecessors. Source: The Hollywood Reporter