YouTube Sees Strong Growth in Living Room Viewing as Creators Seamlessly Attract New Audiences
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YouTube has been the top streaming platform in the U.S. for 12 straight months according to Nielsen, with strong growth in living room viewing fueled by YouTube's expansive creator ecosystem.
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YouTube has evolved its ad experiences for the living room with less interruptive formats like longer ad breaks and interactive pause ads. Ad experiences can also be tailored for different types of content.
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The NFL content partnership has driven a 20% increase in NFL content viewing on YouTube, with creators helping attract younger, more diverse audiences.
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Creators are seamlessly transitioning to TV viewing without needing higher production values, as viewers want authenticity. Watch times for top creators' living room viewing continues to grow.
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Strong advertiser interest and sentiment towards YouTube continues, especially as they build more capabilities to help advertisers effectively reach audiences across devices and formats.