‘Shots fired’: YouTube reminds us who’s boss in video

Darcy Song

September 15, 2023 10:34

This is part of Mumbrella’s coverage of the 2024 upfront season. Click here to see other articles in the series.

Same venue, but a very different story.

On Thursday night, YouTube took over Sydney’s Hordern Pavillion, where Nine held its 2024 Upfront only a week ago, and used its Brandcast to take aim at traditional channels.

It was a not-so-subtle reminder that YouTube is still the video industry’s boss.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Darcy Song

Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.

Topics

2024 upfront Brandcast EssenceMediacom Euan MacDonald Half Dome Michael Betts YouTube YouTube Brandcast

Latest

ARN back in front of SEN as investors settle down on Kyle & Jackie O saga

CommsCon catchup: Want to survive the AI revolution? Make sure you're in the 'trust' business

Inside the surge of indie media wins

Government seeks agency to sell its $55bn high-speed rail vision

The Mumbrella Awards 2026 shortlist is hot off the presses

‘Shots fired’: YouTube reminds us who’s boss in video

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

SUBSCRIBE