"13.3m Australians watch YouTube on their connected TVs. That would be about 65% of all Australian adults apparently using the YouTube CTV app." - not surprised.
I am a creator and TV is now the #1 device, over 40% for much of my work, and rising. But this leads to a second point - niche audiences.
With broadcast TV, there was only one channel so everyone knew the main people. With YouTube, whatever your niche is you can find a big audience so you can be famous within your niche, so not surprising that there are people with millions of subs (not always a good indicator of influence, but anyway) that nobody outside the niche has heard of.
And tying both points together; some of my work has phone at 60%+, TV under 20%. Why? Appears to depend on the demographic. Generally, older people watch on TV, younger on phone, at least according to my little corner of the Internet. Anecdotally, lots of viewers tell me they switch on YouTube now for entertainment, not pay-TV. And I'm one of them.
I've noticed the 55 second unskippable YouTube ads have completely taken over my YouTube in the past week since getting a new Samsung smart TV. It used to be you'd get a 55 second unskippable ad on videos over 20 minutes. Now it seems anything over 10 minutes gets these extended ad breaks.
Nearly makes me want to go back to YouTube Premium.
As for pirated content on YouTube. A lot of the elderly people in my life use YouTube for old western films and old western TV shows like Bonanza. All pirate uploads presumably. And these older people in my life subscribe to YouTube Premium. As they detest ads. I figure they are not alone as these videos get a lot of views for what they are. So if they are monetised channels there's money from YouTube's partner programme going to pirate uploaders.
I still find YouTube (and increasingly TikTok) the most effortless streaming service to watch. Everything is tailored to me in the recommendations feed. And the choice paralysis of the TV and movie streaming services like Netflix and Amazon Prime Video is a lot less with YouTube.
Not just old westerns - there's complete episodes of sitcoms and all sorts...how this escapes copyright infringement control is beyond me. The revenue generated would be immense and it's all just stolen content, not even an attempt at fair dealing. However...it is not clear if such videos are monetised for channel owner revenue. As a creator, I know that not all videos can be so monteised, and YT can turn it off for specific videos, and does. Could be just simple fans uploading...or could also be a healthy revenue source, we don't know how much of that ad revenue is going to the channel creator.
I think the reason choice paralysis is less is because there is more choice of type.
Want a tech explainer? OK. A half-hour drama? Yep. 5 minute funny cat video? OK. Something on gardening lemons? Gotya. Oh wait what about 4x4 winching? Here you go. Politiical podcast discussion? Of course!
Netflix etc offer a narrower range of content; min 30m, just variations on drama and comedy.
"13.3m Australians watch YouTube on their connected TVs. That would be about 65% of all Australian adults apparently using the YouTube CTV app." - not surprised.
I am a creator and TV is now the #1 device, over 40% for much of my work, and rising. But this leads to a second point - niche audiences.
With broadcast TV, there was only one channel so everyone knew the main people. With YouTube, whatever your niche is you can find a big audience so you can be famous within your niche, so not surprising that there are people with millions of subs (not always a good indicator of influence, but anyway) that nobody outside the niche has heard of.
And tying both points together; some of my work has phone at 60%+, TV under 20%. Why? Appears to depend on the demographic. Generally, older people watch on TV, younger on phone, at least according to my little corner of the Internet. Anecdotally, lots of viewers tell me they switch on YouTube now for entertainment, not pay-TV. And I'm one of them.
I've noticed the 55 second unskippable YouTube ads have completely taken over my YouTube in the past week since getting a new Samsung smart TV. It used to be you'd get a 55 second unskippable ad on videos over 20 minutes. Now it seems anything over 10 minutes gets these extended ad breaks.
Nearly makes me want to go back to YouTube Premium.
As for pirated content on YouTube. A lot of the elderly people in my life use YouTube for old western films and old western TV shows like Bonanza. All pirate uploads presumably. And these older people in my life subscribe to YouTube Premium. As they detest ads. I figure they are not alone as these videos get a lot of views for what they are. So if they are monetised channels there's money from YouTube's partner programme going to pirate uploaders.
I still find YouTube (and increasingly TikTok) the most effortless streaming service to watch. Everything is tailored to me in the recommendations feed. And the choice paralysis of the TV and movie streaming services like Netflix and Amazon Prime Video is a lot less with YouTube.
Not just old westerns - there's complete episodes of sitcoms and all sorts...how this escapes copyright infringement control is beyond me. The revenue generated would be immense and it's all just stolen content, not even an attempt at fair dealing. However...it is not clear if such videos are monetised for channel owner revenue. As a creator, I know that not all videos can be so monteised, and YT can turn it off for specific videos, and does. Could be just simple fans uploading...or could also be a healthy revenue source, we don't know how much of that ad revenue is going to the channel creator.
I think the reason choice paralysis is less is because there is more choice of type.
Want a tech explainer? OK. A half-hour drama? Yep. 5 minute funny cat video? OK. Something on gardening lemons? Gotya. Oh wait what about 4x4 winching? Here you go. Politiical podcast discussion? Of course!
Netflix etc offer a narrower range of content; min 30m, just variations on drama and comedy.