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How TV viewers’ streaming habits have changed

With more and more consumers having access to a connected television, more and more of them are streaming YouTube to it and it is having a big impact on viewership trends.

2020 was a year that accelerated a lot of changes in the digital realm.

Streaming was no stranger to these trends.

According to YouTube internal data, one third of Canadians (yes, one third of the country) streamed content to their connected television in December 2020.

That is a lot of people using technology that was not easy to use just two years ago.

They are also watching for longer periods of time and streaming longer-form content!

These trends will have a HUGE impact on traditional broadcasting, as more than 50% of linear TV watch time has disappeared among Canadians under the age of 55 in the last decade.

It will be key for media organizations and broadcasters to continue to adapt and offer connected television experiences that are easy to use, not too costly and simple to manage (subscribing, unsubscribing, etc.).

And brands will be part of the game. Connected TV experiences are opportunities for brands to create a more meaningful connection with their audience than traditional linear television:

“A recent Nielsen meta-analysis that looked at the optimal campaign mix between TV and YouTube showed that weeks with more than 50% of spending on YouTube drove the highest combined ROI. What’s more, measured brand health metrics were an average of 1.9X higher for YouTube compared to Linear TV per $1 million spend, which can help brands build for long-term success.”

The quote above is taken from a Think with Google article that cites recent studies on how linear video watch trends are evolving.

How could your brand be affected in the coming years by these trends? Any opportunities for your brand to hop along and offer longer-form video content? Would love to discuss this with you, don’t hesitate to contact the experts at Toast!