By Gavin Boyle
YouTube posted a new viewership high in February, accounting for a major portion of both streaming viewership and overall TV usage.
“We’re redefining what TV looks like, helping creators reach new heights and using AI to expand creatively,” YouTube CEO Neal Mohan said last May. “Creators are drawing audiences on the big screen because they’re the new Hollywood. They have business strategies, writers’ rooms and production teams…Creators are redefining what we think of as ‘TV.’”
Nearly a year later, Mohan’s comments are more poignant than ever, as in February, the platform accounted for 27% of all streaming and 11.6% of all TV usage, according to Nielsen, despite strong content only available on rival platforms. February’s data included the Super Bowl along with multiple Award shows — which were not available on YouTube.
As YouTube pushes to become evermore dominant in the TV industry, it continues to update the platform to make viewers’ experience more and more recognizable. Last September, the company announced it would be adding features that allowed creators to categorize their content into episodes and seasons, allowing them to package together an entire series that would be easy for viewers to find.
“The living room has become a new frontier for creators who are increasingly crafting experiences designed specifically for the big screen…We’ve never been more optimistic about what lies ahead as we continue to relentlessly innovate for our global community. YouTube is where creativity flourishes, communities thrive, and businesses grow,” said Chief Product Officer Johanna Voolich.
Related: YouTube’s Latest Update Makes Experience Even More Like Watching TV
“We’re making other improvements to the TV experience with immersive content that plays directly from a creator’s channel, streamlined subscription options and easier access to links in descriptions,” Voolich later added.
As YouTube continues to dominate the streaming sphere and work to improve its platform even more, it remains a leader in the advertising space as well as it boasts the best ad-recall of any platform, meaning marketers are most likely to target YouTube with their campaigns.
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