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. This is the penultimate newsletter of The Addition in 2024. Thank you all so much for your support this year. Those who have followed my work for a while will know that I have used Mujjo products for a number of years. (I remain devastated that I managed to lose one of the gloves that they kindly sent me a couple of years ago.) The latest product of theirs I’ve been using is a MagSafe Wallet. As with almost...
Welcome to The Addition, where I cover the crossover between culture, media and sport. We all want to work on projects we're passionate about, but sometimes compromises need to be made. This is particularly true in the current media environment. Is there a way to turn that passion into profits and, therefore, a sustainable media business? Peter Houston from Media Voices and Magazine Diaries/Grub Street Journal comes back on the podcast to discuss it all. Listen on Apple Podcasts Listen on...
Welcome to The Addition, where I cover the crossover between culture, media and sport. A couple of weeks ago, I wrote about the need for the WSL to get more competitive if it is going to maintain media interest. This weekend was very illustrative. The managers like to emphasise how difficult the league is. Tottenham's Robert Vilahamn called the WSL "crazy competitive" in a press conference on Friday. Chelsea boss Sonia Bompastor has said similar. However, only Vilahamn's team ended up in a...