Viewers are becoming 24/7 fans, deeply engaging with their interests on platforms like YouTube. They not only consume content but also explore and engage with related content. This shift is turning casual viewers into deeply engaged fans. The rise of streaming and creator content has made it easier for people to access and engage with their interests. For instance, there have been 36 billion views on YouTube videos related to skin care in the past year.
Viewing habits are also changing, with people following their favorite creators to the TV screen. According to the Nielsen TV and streaming report, YouTube has remained the No. 1 leader in streaming watch time every month since February 2023. Viewers globally watch more than 1 billion hours of YouTube content on their TVs every day. Views of YouTube Shorts on connected TVs in the U.S. grew by more than 75% last year.
Brands can tap into this fandom by using YouTube Select, which delivers more than 75% of impressions on the TV screen. Cultivating a community of fans can lead to brand loyalty and business outcomes. For instance, Dyson vacuums used Google’s AI-powered solutions to identify untapped search demand and reach new audiences, resulting in a 70% increase in revenue and 320% return on ad spend year over year. The shift in content consumption and the explosion of content present an opportunity for brands to reach engaged viewers on platforms like YouTube.
