Australian viewing habits continue to shift, with YouTube revealing that Connected TV is its fastest growing screen in Australia.
Eleven million Australians streamed YouTube on their connected TV screens in May this year.
Research, revealed at the 2022 YouTube Brandcast event at Carriageworks in Sydney, shows that viewers on YouTube were more engaged compared to other channels.
According to a Kantar/Eye Square/Google study in Australia, people lean more into ads on YouTube — with ‘eyes on screen’ 10% more than catch-up TV, and 15% more than free-to-air.
Brandcast is an exclusive event for advertisers and agencies to celebrate YouTube’s creator community and get the latest insights, updates and inspiration from brands succeeding on the platform. Throughout the event, attendees heard how "Bold Brands Live on YouTube”.
https://www.youtube.com/watch?v=vXSAgGTMdZ4
In an opening address, MD of Google Australia Melanie Silva said that people today have more choices about what to watch and where to watch it, but were choosing YouTube to satisfy their interests and needs.
“We’re talking big audiences —17 million Australian and 3.5 million New Zealand adults in May this year. And those audiences are consuming content on every screen - desktop, mobile, and increasingly the biggest screen in the house."
Ashley Chang, culture and trends lead for YouTube APAC, said the diversity and quality of content on YouTube, and the many creative options available to creators, made it a compelling place for audiences.
“YouTube has an unparalleled mix of breadth and depth that is represented on every format and screen imaginable. It also features creators who are passionate, credible and authentic - and the value that people get from their videos is vast,” Chang said.
YouTube Brandcast was headlined by Gang of Youths, and also featured performances by Budjerah and MAY-A. Popular Aussie and Kiwi YouTube creators including Marion's Kitchen [1.64M subscribers], How Ridiculous [13.1M subscribers], Bounce Patrol [26.4M subscribers], How to Dad [1.25M subscribers], Miller Wilson [1.36M subscribers] and Loserfruit [3.37M subscribers] also featured as part of YouTube ads latest brand film.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.