Online video does a lot more than entertain today’s audiences. People are hungry for opportunities to learn, connect, and be inspired. And no screen is off limits as they search for video content that ignites their curiosity and speaks to their passions.
Viewers have shown time and again that they’ll engage with good content on any device whenever and wherever it suits them. Yet despite the almost limitless amount of streaming content available across a host of platforms, YouTube remains the video service that young Australian adults say they would miss most if it were no longer available.1
YouTube reached more than 17 million Australian adults in May 2022 — more than 85% of the country’s population.2 And in New Zealand, the platform reached more than 3.5 million people ages 18 and older in June 2022.3
YouTube reached more than 17 million Australian adults in May 2022 and more than 3.5 million New Zealanders ages 18 and older in June 2022.
Audiences are deepening their commitment to engaging with video content that excites and delights them. And bold brands — those eager to deliver relevant experiences that earn people’s attention and drive them to action — are putting YouTube at the heart of their campaigns.
At Brandcast this year, we explored how bold brands are using YouTube to unlock data and insights that power their strategies and help them reach viewers on any device to drive quantifiable results. Here’s a recap of what we’ve learned about how brands driving real results from the leaned-in audiences that call YouTube home.
Audiences connect with YouTube’s rich, diverse content
Bold brands are drawn to platforms that put their audiences first. They know that engaging with close-knit digital communities lets them share authentic messages that resonate and reach people where they are.
One of YouTube’s unique strengths is its ability to build and unite audiences regardless of how niche their interests may seem. From streaming tips on achieving a “cottagecore” aesthetic to bookmarking how-to videos on gardening and cooking, audiences are free to curate their own content and find their digital tribe.
Many audiences are drawn to the sheer breadth and diversity of content on YouTube. People say it’s No. 1 in delivering relevant content when compared to other ad-supported platforms.4 And we have creators to thank for this. They bring people together and give bold brands an opportunity to deliver the right message to the right audience at the right time.
Hourlong tutorials and snappy editing can engage viewers. But YouTube gives creators the formats and tools to meet audiences in the moment, whether they’re looking for longer videos or snackable content. YouTube Shorts, which allows creators to share bite-size stories in 60 seconds or less, now averages more than 30 billion views in a single day — a four times increase from just one year ago.5
People are using YouTube to discover and explore not only videos that interest them, but also content that makes a positive impact on the lives of those around them.
Take Chloé Hayden’s story. Feeling alienated and alone when she was diagnosed as autistic, she focused her energies on creating a YouTube channel that both welcomes and celebrates diversity in a safe space. She’s built a thriving community, one in which her subscribers not only engage and learn but also inspire the 23-year-old and help her normalise discussions about disabilities.
From creators to audiences to brands, communities are critical to YouTube. That’s why YouTube is also committed to responsibly protecting its communities and being on the right side of history.
YouTube continues to invest in processes, people, and machine learning technologies that tackle misinformation, and it recently became the first digital platform to receive content-level brand safety accreditation from the Media Rating Council for the second year in a row. It’s yet another move that makes the platform indispensable to audiences who know they’ll receive content and brand messaging they can trust.
Reaching across screens and driving results
Earning an audience’s attention isn’t just about telling a good story. Where you tell that story is just as crucial. Bold brands know that today’s audiences are no longer bound to a single screen when watching their favourite videos.
Regardless of whether they’re tuning in on their mobiles desktops, or connected TVs (CTVs), YouTube audiences are an engaged bunch — and brands’ ROI data backs up this claim. The platform is 1.1X more effective than TV and 1.8X more effective than other digital offerings.6
But this doesn’t mean that brands should pull the plug on TV ad spend. Although YouTube viewership remains strong across all screens, CTV was the fastest growing screen last year.7 More than 11 million Australians and 2 million New Zealanders used CTVs to stream YouTube content in May 2022.8
Viewers also pay particular attention to YouTube content, keeping their eyes on the screen 8% longer than they do when watching free-to-air TV.9 This extra attention even extends to ads on the platform, and viewers have their eyes on the screen 10% more than when watching catch-up TV and 15% more than when watching free-to-air TV.10
YouTube is 1.1X more effective than TV and 1.8X more effective than other digital offerings.
Then there’s YouTube’s frequency management solution, which allows brands to control how many times people see ads across YouTube and other CTV apps. Sparing viewers from ad fatigue and preventing advertisers from squandering exposure helps brands drive conversions instead of driving people away.
Brands that run CTV and cross-device campaigns are being rewarded for their efforts by making the most of YouTube audiences’ engagement across screens. They’re getting bigger returns for their ad spend and reaching viewers during moments that matter.
YouTube: Where the bold brands live
YouTube offers unparalleled reach and relevance for brands. Viewers are passionate about finding community and accessing content from beloved creators, and they keep coming back for more day in and day out.
Bold brands are reaping the benefits of building long-lasting relationships with viewers by showing up with content where they are, when they want it and across any device. There’s no better time for brands to choose YouTube and make it a core part of their strategies. Results await.
