‘Prime-time is now personal’: Google’s Mel Silva says YouTube is doubling BVOD’s watch-time
“Primetime is now personal” was the theme of the evening at Sydney’s first YouTube Festival, with Google Australia’s managing director Mel Silva telling a room of marketers that the video sharing platform commands a watch-time double that of broadcast video on demand (BVOD).
Silva cited OzTAM and Nielsen data which said YouTube’s watch-time on TV screens alone was two-times that of all BVOD players across all devices combined (as of May 2019).
Google made plenty of claims about its video platform’s reach at the first YouTube Festival [Click to enlarge]
“Consumers have evolved their traditional prime-time TV into something that’s a lot more individual and it’s more suited to people’s needs, schedules, and curiosities. According to Nielsen data, the majority of Aussies aged between 18 and 39 are either light TV viewers, or watch no free-to-air TV at all. Meanwhile digital video is booming.”
“Being such a large and open platform, there is a huge responsibility and please let me be really clear on this, living up to that responsibility is our number one priority.” Lol…
YouTube ad proposition has become terrible. Ultra higj frequency with frequency on top of frequency. Terrible experience, makes advertising redundant on the platform.