YouTube is the new TV – and bigger than on phones
People are watching YouTube on their TVs more than on their mobile phones in a dramatic shift away from mobile viewing.
Needless to say, people are not watching TV the way they used to. Streaming services like Netflix and Amazon Prime have taken people away from broadcast television. But it’s not film and TV streaming services that are taking the most attention on TVs, it’s YouTube.
YouTube claims a record breaking 11.1% of TV viewership in the U.S., surpassing TV and film streaming services. Users watch over 1 billion hours of YouTube content every day, and TV is now the primary device that viewers use to watch YouTube.
That means that YouTube is now watched more on TV than it is on smartphones or on computers. In a massive shift away from mobile viewing, YouTube is taking audiences back to a more traditional form of viewing. The big screen even overtakes views of YouTube on computers, where YouTube began in-browsers 20 years ago.
As YouTube announce the shocking news, they clarify that “the ‘new’ television doesn’t look like the ‘old’ television”. YouTube have been making their TV experience more laid back with ‘seasons’ making it easier to go through series of videos and new features like ‘Watch With‘ allowing creators to live commentate on content.
However, YouTube’s TV dominance still looks different from both broadcast TV and traditional video streaming services. For a start, YouTube’s platform is made up of independent creators showing the desire for unique and smaller scale content over big-budget productions. Their TV experience is also more interactive, with YouTube Shorts to enjoy and the ability to like, subscribe, and browse channels.
With their huge TV presence, YouTube promise new features are on the way, saying: “As more creators produce content for the big screen, we’re bringing the best of YouTube to TVs, including a second screen experience that lets you use your phone to interact with the video you’re watching on TV – for example, to leave a comment or make a purchase.”
Their TV subscription service – offering access to live and on-demand content from networks – is also thriving. YouTube TV has more than 8 million subscribers, more than doubling in popularity in the last five years.
YouTube’s top spot for TV views represents an interesting divergence from the dominance of smartphone viewing. However, it may be a natural move towards a multi-device experience, freeing viewers up to use their phone whilst watching content. Rumours that Netflix are developing shows to cater for audiences half-watching whilst using their phones suggest the popularity of dual-screens may be helping to drive YouTube views on TVs.
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