As digital consumption behaviors evolve, and new habits become embedded, traditional advertising approaches are also being completely transformed – and in many cases, flipped on their head.
The latest big shift in this respect is now emerging, with YouTube gradually eating further into TV ad revenues, as it becomes the preferred consumption surface for video content in a broader cohort of consumers.
This week, YouTube’s parent company Alphabet reported its Q1 2021 results, which showed that YouTube brought in $6 billion in ad revenue for the period, up 49% year-on-year. That’s a huge result, which now puts YouTube on pace to beat digital video rival Netflix in annual earnings.
The numbers reflect YouTube’s growing presence in the video landscape, which is now reaching beyond the digital realm, as people increasingly watch YouTube content on their home TV sets.