With the evolution of technology and digital transformations, digital marketing strategies also continue to evolve. Video marketing, in particular, has witnessed some significant changes in the dynamics of content consumption. Recently, a substantial shift has been noticed in the viewing preferences. Rather than relying on mobiles, audiences, especially in the US, are leaning towards watching YouTube videos on TV.
This change in viewing behavior has serious implications for marketers, given that ads appearing on TV screens typically follow a different format than smaller mobile screens, and the viewer’s attention is likely to be engaged differently on the larger platform due to less distraction.
Most adults are now spending more time on YouTube per day than any other digital platform, with approximately 70% of the total viewing time coming from TVs, according to a study. This trend opens up a slew of new advertising opportunities for brands aiming to cash in on the action.
When it comes to advertising on YouTube, TV screens present an underused channel for reaching a broader audience at home. Although mobile ads have their merits, including the ability to be seen anywhere at any time and typically engaging viewers for shorter spans, TV ads offer a more immersive experience that can grip a viewer’s attention more effectively.
YouTube also has launched features to support more massive screen experiences. A good illustration is the enhancement of YouTube Select’s living room lineup, making it easier for advertisers to reach their viewers on TV screens.
The screen shift has a high impact on video content quality expectations. Watching on TV screens means audiences expect higher production values and high-resolution content, as the low-quality video will be more noticeable on a larger format than a small mobile screen.
Investing in premium content will hold more appeal for audiences watching on TV. Additionally, with TV, there are fewer multi-tasking distractions, meaning viewers can focus solely on your content.
This shift could also influence what type of content audiences prefer watching. High-definition documentaries, extended interviews, and feature films can be difficult to enjoy on mobile screens; however, these types of content flourishes on a larger, high-definition screen.
For marketers in the US and globally, it’s time to recalibrate their video marketing strategies. The goal should be to produce content that leverages the strengths of TV screen viewing experiences while remaining mindful of user behavior and preferences. In summary, the growth of YouTube on TV screens is a clear signal for brands and content creators to revisit their strategies and create content for a big-screen viewing experience.
