Google Preferred YouTube channel

Slides:

Advertisements

Similar presentations

TV vs. “Top” Internet Brands. Ad-Supported Television = 102 Hours a Month Source: Nielsen Npower Live+7 March 2015 P2+, Broadcast Television represents.

Advertisements

TV vs. Top “Internet” Brands. Ad-Supported Television = 107 Hours a Month Source: Nielsen Npower Live+7 December 2014 P2+, Broadcast Television represents.

TV vs. “Top” Internet Brands. Ad-Supported Television = 98 Hours a Month Source: Nielsen Npower Live+7 April 2015 P2+, Broadcast Television represents.

Among Millennials, Ad-Supported TV Maintains A Substantial “Time Spent” Advantage Vs. YouTube 1 Sources: Nielsen R&F Program Report Live+SD, Total Day.

Reach Is Only Part Of The Story…Commitment Metrics Like “Time Spent” Is Where Ad-Tech’s Audience Claims Really Fall Apart Comparing TV Brands’ “Drive-In”

“How Long” A18+ ON ANY DEVICE: Where Is The Audience In Any Given Minute? PC Smartphone Tablet Source: Nielsen Comparable Metrics Report Q3 2015; Data.

Multiscreen TV Brands (TV + online)

Multi-Screen TV Brands vs. AdTech:

Ranking by Internet Genre

Multiscreen (TV + online)

When Implementing Addressable, Buying Audiences Across A Wider Range of Networks Would Further Increase Reach 50% of total time spent with ad-supported.

Multi-Screen TV Brands vs. AdTech:

Multi-Screen TV Brands vs. AdTech:

Multi-Screen TV Brands vs. AdTech:

Multiscreen (TV + online)

U.S. Media Use: Time Spent Reading Magazines (in Minutes)

“Average Audience” During Any Given Minute Highlights The Engagement Gap Between TV & Digital Platforms 10x more people are watching ad-supported TV content.

They Also Want More Off The TV Screen - A Thirst For More Content And A Desire To Share Their Experience With Other Fans The Top 5 Entertainment TV programs.

National TV News Programming: Average Minute Audience (000)

Average Time Spent Watching TV Sports Has Increased For The Total Population & Millennials Over The Last Eight Years Sports-Related National TV Programming:

Average Monthly Time Spent Minutes per viewer– Adults 18+

Average Monthly Time Spent Minutes per viewer, Affluent Adults 18+

“Millennial Average Audience” Shows The Continued Large Engagement Gap Between TV & Digital Platforms 4x more Millennials are watching TV than are on Facebook.

“Millennial Average Audience” Shows The Continued Large Engagement Gap Between TV & Digital Platforms 4x more Millennials are watching TV than are on Facebook.

Multi-Screen TV Brands Vs. AdTech

Multi-Screen TV Brands Vs. AdTech

Against Millennials, The Multi-Screen TV Audience Is Also Much Larger Than Popular Digital Platforms During The Summer On average, in any given minute,

Niche Cable Viewers Spend More Time Watching Their Programming Than They Do Consuming Similar Content On Popular Digital Platforms Viewers spend a total.

In Fact, Ad-Supported TV Brands Collectively Account For A Large Majority Of Total “Time Spent” Among Some Of The Top Digital Content Genres % Share Of.

Multi-Screen TV Brands Vs. AdTech

Multi-Screen TV Brands Vs. AdTech

“Average Audience” During Any Given Minute Highlights The Engagement Gap Between TV & Digital Platforms 9x more people are watching ad-supported TV content.

Multi-Screen TV Brands Vs. AdTech

% Ad-Supported TV Daily Time Spent (Total Day)

Total Ad-Supported TV Brands

Adults Dedicate More Time On the TV Screen Each Day Than They Do Eating/Drinking, Shopping, Talking On The Phone, ing, And Viewing Netflix, YouTube,

Monthly “Time Spent” Average (Minutes per Viewer)

Multi-Screen TV Brands Vs. AdTech

Multi-Screen TV Brands Vs. AdTech

Adult 18+ Average Audience (000)

Americans Dedicate More Time To the TV Screen Each Day Than They Do Eating/Drinking, Shopping, Talking On The Phone, ing, And Viewing Netflix, YouTube,

“Millennial Average Audience” Shows The Continued Large Engagement Gap Between TV & Digital Platforms 4x more Millennials are watching TV than are on Facebook.

Monthly “Time Spent” Average (Minutes per Viewer)

No Days Off: There Were At Least Two Live Sporting Events Airing Every Single Day of The Year On National TV In 2016 A live sporting event aired on ad-supported.

Adult Average Audience (000)

Even Within The .04% Universe Of Measured Channels, The Results Show An Extremely Long Tail Of Tiny Properties In our custom analysis, the measured YouTube.

Over 33 Billions Hours Of Sports-Related Programming Were Collectively Viewed On Ad-Supported National TV In 2016 Total TV sports viewing has increased.

National TV News Programming: Total Cume P2+ Hours Viewed Comparison

Multi-Screen TV Brands Vs. AdTech

Even With The Increase In DVR Penetration, Sports Remains Almost Exclusively A “Live” Or “Near Live” Viewing Experience Sports-Related National TV Programming:

TV Dominates….Cable in Top 1-2 General News Category Online

Black 18+ Average Audience (000)

Total Ad-Supported TV Brands

Online Content Destinations

Adult Average Audience (000)

Multiscreen (TV + online)

Multiscreen (TV + online)

Adult 18+ Average Audience (000)

Total Ad-Supported TV Brands

M18-34 Average Minutes Per Visitor September 2018

Monthly “Time Spent” Average (Minutes per Viewer)

“Average Audience” During Any Given Minute Highlights The Engagement Gap Between TV & Digital Platforms 9x more people are watching ad-supported TV content.

“Millennial Average Audience” Shows The Continued Large Engagement Gap Between TV & Digital Platforms 4x more Millennials are watching TV than are on Facebook.

Adult 18+ Average Audience (000)

Number of Niche Cable Networks Measured:

Although Affluent Homes Are More Likely To Own a DVR, The Majority Of Their Viewing Is Enjoyed Live, Just Like In The Average Household Despite having.

Multiscreen (TV + online)

Multiscreen (TV + online)

The Increase In Viewership Over The Last 10 Years Is Even More Pronounced During Prime Where Aggregated ‘Time Spent’ Viewing Niche Cable TV Programming.

Total Ad-Supported TV Brands

Presentation transcript:

Google Preferred YouTube channel Think YouTube Enthusiast Channels Offer More Reach & Engagement? Niche Cable Networks Outperform Across a Variety of Genres VAB analyzed the channels listed within the “Google Preferred” network – the self-described “top 5%” of YouTube’s inventory across a variety of content verticals. Within each vertical, the top 5 channels (by audience reach) were compared to the niche Cable network(s) of that genre. Niche Cable offers significantly larger audiences (reach) and time spent (engagement). Niche Cable Network News Google Preferred YouTube channel Cooking 14.3B Minutes 224.7M P2+ monthly cume reach 2.8B Minutes 151.3M Minutes P2+ monthly cume reach Source: Google Preferred channel list: https://www.youtube.com/yt/lineups/united-states.html (data as of 11/13/17) TV data - Nielsen Npower R&F Time Period Report, Persons 2+, Playback Time Period: Live +7 Days (+168 hours) | TV | Linear with VOD, Measurement Interval: 7/1-2017-7/31-2017, Time Spent per Month YT channel data - comScore, VideoMetrix Multi-Platform, September 2017, Reach = Total Audience, Video Type – Content; Time Spent = Total Minutes per Month; TV-content channels were excluded from this exercise (e.g. Bloomberg @ YouTube)

Think YouTube Enthusiast Channels Offer More Reach & Engagement Think YouTube Enthusiast Channels Offer More Reach & Engagement? Niche Cable Networks Outperform Across a Variety of Genres VAB analyzed the channels listed within the “Google Preferred” network – the “top 5%” of YouTube’s inventory across a variety of content verticals. Within each vertical, the top 5 channels (by audience reach) were compared to the niche Cable network(s) of that genre. Niche Cable offers significantly larger audiences (reach) and time spent (engagement). Niche Cable Network Sports Science YouTube channel 14.2B Minutes 55.4M Minutes 13B Minutes 306.3M Minutes P2+ monthly cume reach P2+ monthly cume reach Source: Google Preferred channel list: https://www.youtube.com/yt/lineups/united-states.html (data as of 11/13/17) TV data - Nielsen Npower R&F Time Period Report, Persons 2+, Playback Time Period: Live +7 Days (+168 hours) | TV | Linear with VOD, Measurement Interval: 7/1-2017-7/31-2017, Time Spent per Month YT channel data - comScore, VideoMetrix Multi-Platform, September 2017, Reach = Total Audience, Video Type – Content; Time Spent = Total Minutes per Month; TV-content channels were excluded from this exercise (e.g. Bloomberg @ YouTube)