Special Edition: An exclusive look at YouTube Upfronts

With millions of creators, billions of fans, and all the content that people love most, there’s only one YouTube [THE INTERSECTION OF MARKETING INSIGHTS AND VIDEO CULTURE] [YouTube Re:View] There’s only one YouTube TLDR: YouTube is the best place to reach engaged viewers, on any screen or format - Viewers become 24/7 fans, exploring worlds of content on YouTube - YouTube is #1 in streaming watch time and is the #2 most-watched media distributor, according to Nielsen - Google AI enables brands to drive the best results [There's only one YouTube] T H E I N S I G H T S It’s a new era of entertainment People have traditionally used their screens to tap into a moment or genre, but streaming and creator-driven content have unlocked a new way to watch. The magic of YouTube is that it brings together everything in one place. Read on to see how this is transforming viewership – and what this means for brands. Viewers are now 24/7 fans When people discover their passions, they want to be fully immersed in the content surrounding their interest. They’re always-on fans who want to engage before, during, and after the main event. Take the sports community. Viewers want official games, [player-hosted podcasts](), [pre-game outfits](), post-game commentary, and so much more. With YouTube’s expansive world of content, viewers can explore every part of their fandom. According to a survey conducted by Kantar, 70% of viewers in the United States agree that YouTube has top sports content.1 No matter what you love, going deeper inspires viewers to not only tune in but participate, giving brands an opportunity to tap into highly engaged audiences. If US viewers could only watch one service for an entire year, the #1 platform they chose was YouTube. This was true for GenZ (18-26) viewers as well.2 [CREATORS ARE THE NEW MUST-SEE TV @ZACHKING @DEARRA] Big love for the big screen Viewers may be moving away from linear, but they’re invested in the big screen more than ever. TVs allow people to tap into their favorite content, but for viewers, that means more than just watching your favorite show. It’s about having access to all the surround-sound content that fuels conversation, community, and culture too. With YouTube, it’s all in one place – which is why YouTube has remained the leader in streaming watch time for over a year3 and is the second most-watched media distributor, according to Nielsen.4 TV screens are also a hub of innovation, offering viewers new ways to watch. TV is no longer synonymous with a horizontal experience. Last year, views of Shorts on TVs more than doubled.5 Brands can remain forward-looking by tapping into CTV-first solutions like YouTube Select, the top 1% of content. [YouTube is one of Pepsi's top ROI drivers] Meaningful connections drive meaningful results YouTube is all about engaging with what you love, so when brands show up where leaned-in viewers are, they can drive tangible business outcomes. The strongest results happen when you connect with the right viewers at the right time – and Google AI makes it possible. Brands like PepsiCo and Booking.com are leaning into Google AI to build bespoke creatives at scale while making every dollar to work harder. Given the success advertisers are seeing, we’re rolling out Video Reach Campaigns Non-Skips to help brands further engage the most valuable audiences in the living room. Reach out to your Google team or [register for Google Ads Academy]() for more information. Tune in to our next edition to see what other innovation YouTube has in store and how top brands are leaning in to drive better reach, relevance, and results. [READ MORE]() How was this edition? [Smile_terrible.png]() [Smile_bad.png]() [Smile_neutral (1).png]() [Smile_good.png]() [Smile_excellent.png]() Terrible Bad Neutral Good Excellent Has this been forwarded to you? [SUBSCRIBE TO RE:VIEW]() [YouTube]() [X]() [LinkedIn]() Sources 1 Google/Kantar, WhyVideo, n=1035 YouTube viewers, n=2177 weekly video viewers 18-64 (US), fielded from (1/17/24-2/7/24). Competitive set includes 9 market competitors: Linear TV, Netflix, Disney+, Amazon Prime Video, Max, Facebook, Instagram, TikTok, Snapchat 2 Google/Kantar, WhyVideo, n=2177 weekly video viewers 18-64 (US), n=652 GenZ (18-26), fielded from (1/17/24-2/7/24). Competitive set includes 9 market competitors: Linear TV, Netflix, Disney+, Amazon Prime Video, Max, Facebook, Instagram, TikTok, Snapchat 3 Nielsen Total TV & Streaming Report, US, April 2024 4 Nielsen Media Distributor Gauge, US, April 2024 5 YouTube Internal Data, Global, Dec 2023 vs Dec 2022 This email was sent to {EMAIL} because you indicated that you are willing to receive occasional YouTube product-related emails. If you do not wish to receive such emails in the future, you may [unsubscribe here](/MTcyLUdPUC04MTEAAAGTIOhHK2HbsN_EWyigVOLVQ4yHcSnjXX7KY3TZTWRgHZwLNyASklor2nOEelMdYWJvgBjr3_k=). © 2024 Google LLC, d/b/a YouTube, 901 Cherry Ave, San Bruno, CA 94066