At the start of the year we launched a playbook advising travel brands of where, why and how they can maximize their digital campaigns across a variety of platforms. We are delighted to say we have revamped this playbook and added a new section about YouTube on TV. Read below for the updates and download the new playbook here.
In today’s digital age, YouTube has emerged as the new television, boasting an unrivaled reach and frequency that surpasses traditional and digital media platforms. With over 2.5 billion monthly active users, YouTube’s reach is on par with that of Facebook (2.9 billion), and exceeds Instagram (1.5 billion), and TikTok (1 billion) combined1. More importantly YouTube dominates with the highest daily active use rate. According to a survey, 60% of U.S. adults reported using YouTube multiple times a day1. In comparison, TikTok is used multiple times a day by 54% of its users1, and Facebook’s daily active use rate is much lower than both YouTube and TikTok2. This extensive reach, coupled with an average user engagement of 24 hours per month, positions YouTube as the dominant platform for video content consumption3
YouTube’s daily usage far exceeds that of other streaming services like Hulu, Netflix, and Amazon Prime. While Netflix reaches 75% of OTT households, YouTube follows closely at 55%, with Amazon Prime Video and Hulu trailing behind at 44% and 32%, respectively. But a majority of these subscribers are not accessing via ad supported models. YouTube’s diverse content library, catering to a wide range of interests and demographics driving notably higher engagement.
One of YouTube’s standout features is its ability to leverage preferred marketing partners like Precise TV to reach specific travel interests and research behaviors. This capability allows advertisers to meet potential travelers at the beginning of their planning journey. According to recent studies, YouTube is often the first point of research for travel inspiration, with users turning to the platform for destination ideas, travel tips, and reviews5. This makes YouTube an invaluable tool for travel brands looking to connect with would-be travelers.
The shift from traditional TV to YouTube is evident in the viewing habits of families. A significant number of households now access YouTube on large-format TVs, with multiple family members watching together. This trend mirrors traditional TV viewing patterns, reinforcing YouTube’s role as the new television. Studies show that families are increasingly using YouTube for shared viewing experiences, from educational content to entertainment.
In summary, YouTube’s unparalleled reach and frequency, combined with Precise TV's contextual targeting capabilities and family-friendly viewing options, solidify its position as the new TV. As more users turn to YouTube for their video content needs, it continues to reshape the media landscape, offering a dynamic and engaging platform for both viewers and adept advertisers.
Want to learn more about advertising travel on YouTube CTV, Shorts or TikTok? Get in touch.