It’s no surprise that media consumption of the modern American has been changing for quite some time. Even Television, one of the last remaining holdouts from the shifting tides of traditional media, has been affected over the past decade. More than half of adults 18-49 in the US are either light viewers of TV or do not subscribe to a traditional TV service at all [1]. But an audience shift like this doesn’t necessarily mean that TV content is going away anytime soon. The access of the internet has blown open the doors of not only where people get their entertainment, but also the kind of content they are consuming.
YouTube has become a major influencer on where audiences are now choosing to spend their time, and the television industry has followed them. A recent article from Google[2] has shared that people are spending twice as much time watching official TV channels on YouTube as they did two years ago. Clearly audiences still want the same great content they always have, but it’s showing that they want in on their terms and at their convenience.
Not only are audiences searching for TV content online, but they are also seeking online videos that supplement the traditional TV shows they are still watching. Research[3] from Google has shown that for every hour people spent watching a new episode of “Game of Thrones” live on TV, there were 30 minutes of watch time of “Game of Thrones” related content on YouTube during the same time period. I find this true when considering my own viewing habits. Some weeks I spend just as much time (if not more) watching videos about the shows I enjoy as I do the shows themselves. This has now created an opportunity for advertisers to communicate directly to audiences and fans of programming that were previously unavailable to them.
It’s easy to think with the ever evolving media landscape that it’s almost impossible to get your business in front of your ideal customer. While the media world has definitely grown over the past 15 years, I believe there has never been more opportunity for businesses to get their message out. TV advertising may have previously been a medium outside the budget of local businesses where a single 30 second commercial potentially costing several hundred dollars. Now with the access of platforms like YouTube, the same local business can reach a much more targeted audience for a fraction of the cost.
The Digital Specialists at DMG + ThriveHive are dedicated to helping business owners and marketing managers navigate the emerging digital landscape and make sense of it all. DMG + ThriveHive specializes in making sure that the right audience for your business is exposed to your message, regardless of where that audience is. If you would like to discuss how you can maximize the potential of the rise of TV related YouTube content and make it work for you, not against you, please reach out to a Digital Specialist at DMG + ThriveHive for a free consultation.
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[1] Googlehttps://www.thinkwithgoogle.com/advertising-channels/video/video-entertainment/
[2] Googlehttps://www.thinkwithgoogle.com/advertising-channels/video/video-entertainment/
[3] Googlehttps://www.thinkwithgoogle.com/advertising-channels/video/video-entertainment/
