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 a weekend round-up of the stories I've covered over the last few days. If you have a premium subscription, thank you! If not, please consider upgrading to a premium subscription. I'm offering 30% off right now. It means you get even more content AND the satisfaction of supporting the growth of independent media! [Some links may help generate a commission that also supports The Addition.]...
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. If you have a premium subscription, thank you! If not, why not upgrade now?! It means you get even more content AND the satisfaction of supporting the growth of independent media! [Some links may help generate a commission that also supports The Addition.] Late last night I realised, to my shame, that I'd missed my own birthday....
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. If you have a premium subscription, thank you! If not, please consider upgrading to a premium subscription. It means you get even more content AND the satisfaction of supporting the growth of independent media! [Some links may help generate a commission that also supports The Addition.] Megyn Kelly Enters a Brave New World I have...