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State of the Screens

To chase addressable TV budgets, YouTube is changing how it pitches YouTube TV

By March 21, 2019No Comments
YouTube will make ad inventory from its streaming pay-TV service (YouTube TV) available as a stand-alone during the upfronts.

YouTube TV subscribers (YoY growth):
1)
Jan-2018–300K
2)
Jan-2019–1M (↑ 233%)

Quick math on YouTube:
1) $20B
in 2018 revenue
2) 203M hours of viewing/day
3) 74B hours of viewing/year
4) $0.27 in revenue per viewing hour

Revenue per hour of usage:
1)
Facebook — $0.60
2)
Instagram — $0.43
3)
YouTube — $0.27

More #1: YouTube’s Long Game: To Become A Bit More Like Google

More #2: Even YouTube CEO’s kids said Rewind was ‘cringey’ last year

More #3: YouTube is changing how its priciest ad format is bought to work more like TV — and it could start a bidding war among brands

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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