Charlotte Henry is a journalist and broadcaster who creates and runs The Addition newsletter and podcast; an award-winning publication looking at the crossover between media and technology.
YouTube is Embracing Broadcasters
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TV Content on YouTubeEnders Analysis, whose work I often read and cite, has a fascinating new report looking at YouTube and its growing resemblance to TV. Given the difficulties in extracting real data from the Google-owned service, they focussed on Trending content to try and see what performs well. There are a couple of elements that stood out to me. First is one we, in broad terms, already knew – more and more YouTube content is being consumed on big TVs. The other thing I found interesting was the kind of genres that do well on YouTube and what can be monetised. First things first. The report found that over a quarter, 26%, of YouTube viewing in the UK is happening on the TV. It hit 7.6% of total UK TV viewing in May-July this year. That is having meaningful consequences for the type of video appearing on YouTube. They are getting noticeably longer – the median length of a clip has increased by 75% in the last four years and is now at 12 minutes 23 seconds. This is interesting given that the video platform was so keen to push its TikTok competitor Shorts, not all that long ago. |
The Addition
Charlotte Henry is a journalist and broadcaster who creates and runs The Addition newsletter and podcast; an award-winning publication looking at the crossover between media and technology.
Welcome to The Addition, where I cover the crossover between culture, media and sport. January Sale I’m doing a January sale! This month, my Newsletter Masterclass is available for half of the usual price. That means you can get a single 1-on-1 session for just £50, or three for £125. If you want to start or accelerate a newsletter in 2025, sign-up and let me help you! A paid subscription to the newsletter is also just £2.50 a month/£25 for the year in the sale. £100.00 £50.00 1-to-1...
Welcome to The Addition, where I cover the crossover between culture, media and sport. January Sale I’m doing a January sale! This month, my Newsletter Masterclass is available for half of the usual price. That means you can get a single 1-on-1 session for just £50, or three for £125. If you want to start or accelerate a newsletter in 2025, sign-up and let me help you! A paid subscription to the newsletter is also just £2.50 a month/£25 for the year in the sale. £100.00 £50.00 1-to-1...
Welcome to The Addition, where I cover the crossover between culture, media and sport. January Sale I’m doing a January sale! This month, my Newsletter Masterclass is available fro 50% of the usual price. That means you can get a single 1-on-1 session for just £50, or three for £125. If you want to start or accelerate your newsletter in 2025, sign-up and let me help you! A paid subscription to the newsletter is also just £2.50 a month/£25 for the year in the sale. £250.00 £125.00 Extended...