Learnings from The Games: How to own culture’s biggest moments

Did you know 50% of people prefer to watch creators break down major events rather than the event itself? [THE INTERSECTION OF MARKETING INSIGHTS AND VIDEO CULTURE] [YouTube Re:View] Owning the moment TLDR: Winning culture’s biggest moments means being everywhere viewers are - Invest where viewers are increasingly spending their time during tentpole moments – the living room - Capturing the entire moment means leaning into a multi-channel experience that taps into all the ways viewers watch - Because sports moments are more than official games, brands are choosing YouTube to extend their storytelling [Own the Moment] T H E I N S I G H T S Making the most of today’s biggest moments The Games may have concluded, but people still want to be a part of the moment. From [watching iconic throwbacks]() to [exploring the lore behind the latest memes](), big moments don’t just end when official broadcasts are over, which is why viewers choose YouTube to go deep and remain part of culture and conversation. YouTube is a fan favorite streaming destination for sports No matter who brought home the gold, it’s clear that viewers were (and are) deeply invested in The Games. As a global sports phenomenon that only comes around every four years, The Games were at the epicenter of culture, with many viewers tuning into YouTube to fully dive into the moment, especially on the big screen. Thanks to innovative features like multiview, the TV is YouTube’s fastest growing screen1, showing that marketers who invest in the living room during moments of deep connection and togetherness align their brand to where viewers are. Fandoms unite to watch cultural moments and surround-sound content Audiences, particularly Gen Z, didn’t just limit their attention to official broadcasts. As shown in the latest YouTube Culture and Trends Report, half of people surveyed prefer to watch creators breaking down a major event rather than the event itself2. That’s because creators turn cultural moments into worlds of content that unites fans looking to participate and dive in. For viewers, The Games represent more than just sports; it’s about [exhibiting local pride through fashion](), [using the power of music to unite](), [watching the biggest names rally around the moment](), [exploring game-day beauty hacks](), and so much more. With YouTube, viewers can enjoy a uniquely personal experience of The Games as it relates to their own fandom – and brands can be a part of it all. [50% of people prefer to watch creators breaking down a major event] Brands are choosing creator platforms to extend their storytelling Being where viewers are actively seeking out and engaging with content allows brands to break through during major moments. Take Samsung, who adopted a sponsorship-first strategy during The Games; they leaned into Content Takeovers to connect with global audiences and achieve 100% SOV on official content. Lululemon also leveraged YouTube to make the most of this moment, with VP of Global Sports Marketing & Partnerships, Michelle Davies, sharing, “We’re thrilled to be partnering with YouTube to meet fans where they are during this global moment to celebrate and amplify the power of sports.” 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]() Stay connected [YouTube]() [X]() [LinkedIn]() Listen to our podcast [Apple Podcasts]() [YouTube]() [Spotify]() Sources 1 Google Internal Data, Global, Jan 2019 - May 2024 2 Google/SmithGeiger, YouTube Trends Survey, US May 2024, N=1000 online people surveyed ages 14-44 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](/MTcyLUdPUC04MTEAAAGU9gfYT4mmJLWYSkgJc0-38Wj5-3QrmvKl82QjaRaQT1alMEBmXxqxNoJuQljpTfEM0TSL6KQ=). © 2024 Google LLC, d/b/a YouTube, 901 Cherry Ave, San Bruno, CA 94066