Podcasts
Another format thriving on YouTube is podcasting.
Mohan claims YouTube is the number one way people in the U.S. listen to podcasts, stating:
“One of the most relevant formats driving culture — podcasts — is thriving on YouTube. YouTube is now the most frequently used service for listening to podcasts in the U.S.”
As more people engage with TV and podcasts on YouTube, marketers can effectively combine these formats through video podcasts.
This can help brands connect with their audience in an engaging way, leveraging the trend of long videos on larger screens.
Looking Ahead
This signals YouTube’s evolution from a mobile-first platform to a dominant TV streaming service.
Marketers should adapt their strategies to align with this shift in viewer behavior.
Key takeaways include:
Leverage new ad formats like QR codes and ‘pause ads’
Create high-quality content tailored for big screens
Embracing new opportunities like video podcasts
With longer watch times and increased TV engagement, brands have a unique opportunity to connect with audiences more effectively.
However, staying ahead will require focusing on cross-platform analytics and thoughtful integration of mobile and TV experiences.
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