Charlotte Henry is a journalist and broadcaster who creates and runs The Addition newsletter and podcast; an award-winning publication looking at the crossover of culture, media and sport.
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 of culture, media and sport.
Welcome to The Addition, where I cover the crossover between culture, media and sport. This is a weekend round-up of the stories I've covered over the last few days. [Some links may help generate a commission that also supports The Addition.] Between the chaos and fear at the White House Correspondents' Dinner, parliamentary hearings in the UK, an amazing Champions League clash between Bayern Munich and PSG and much else, it's been a busy week. But I want to start by acknowledging what...
Welcome to The Addition, where I cover the crossover between culture, media and sport. Thank you for reading. If you know somebody else who would find this interesting, forward it on! [Some links may help generate a commission that also supports The Addition. Supported by: Tickaroo: What Tomorrow’s Journalists Want You to Know Tickaroo surveyed the next generation of journalists to understand their biggest challenges, hopes, and expectations for the future of news. From diversity and pay to...
Welcome to The Addition, where I cover the crossover between culture, media and sport. Some links may help generate a commission that also supports The Addition. Supported by: Tickaroo: What Tomorrow’s Journalists Want You to Know Tickaroo surveyed the next generation of journalists to understand their biggest challenges, hopes, and expectations for the future of news. From diversity and pay to AI, digital skills, and trust, the findings offer a candid look at what’s needed to strengthen the...