YouTube Becomes the First Streaming Platform to Reach 10% of TV Viewing
In a significant milestone for the streaming world, YouTube has become the first platform to claim over 10% of all TV viewing in the U.S., according to Nielsen’s latest TV and streaming report. YouTube now makes up 10.4% of total TV viewing, signalling a major shift in entertainment consumption as viewers, especially younger audiences, turn away from traditional television.
This achievement highlights not only the growing dominance of YouTube but also the slow decline of legacy media. In an era where platforms like YouTube are shaping the way people consume content, digital marketers need to take note and adapt their strategies accordingly.
For today’s younger audience, the latest upload from a YouTube creator is far more likely to capture attention than a primetime TV show or even a new release on a traditional streaming service. The likes of YouTube creators like MrBeast have far more influence over Gen Z than any mainstream TV personality. This is indicative of a broader trend: young viewers simply don’t watch traditional TV anymore.
As each generation grows more distant from legacy media, traditional TV offerings struggle to stay relevant. While many streaming services from old-school providers are flailing, YouTube’s ubiquity and deep connection with young viewers have laid the foundation for its dominance in the entertainment world.
Why This Matters for Digital Marketers
YouTube reaching 10.4% of TV viewing time doesn’t just mark a shift in consumer behaviour — it also signals a massive opportunity for marketers. Traditionally, TV ads were the go-to for increasing brand awareness, but YouTube has now taken over that role, offering far more precise audience targeting and engagement at a fraction of the cost.
With YouTube ads, marketers can reach the exact demographics they care about, track engagement, and refine their messaging based on performance data. This level of precision was unheard of with TV ads, making YouTube the superior platform for brands seeking to maximize their ad spend.
In short, marketers need to embrace YouTube as the new “prime time.” By understanding the platform’s algorithms, utilising targeted ads, and collaborating with popular creators, brands can engage audiences in ways traditional TV ads simply cannot match.
Which Countries Are Leading the Charge in ChatGPT Adoption?
ChatGPT has become almost synonymous with generative AI, being the key entry point for many users into the world of AI tools. Though other platforms, like Google and Meta, are incorporating AI features into their ecosystems, ChatGPT remains the most universally recognised and used.
But which countries are using ChatGPT the most? According to data from Boston Consulting Group shared by Visual Capitalist, India leads the way in ChatGPT adoption, followed by Morocco, the UAE, and Argentina.
This may come as a surprise, considering the dominance of Western countries in tech innovations. The high usage in these regions could be attributed to various factors, such as:
- The growing tech-savvy population in India.
- Interest in AI tools for education and business in developing countries.
- Limited access to other advanced AI systems, leading to ChatGPT becoming the default choice.
Understanding the geographical spread of ChatGPT’s usage can help companies tailor AI-powered products and services to these specific markets, expanding their global reach.
Instagram Adds Music to Profiles
Instagram has introduced a new feature that allows users to add music to their profiles. This new update allows users to showcase their favourite music and share a bit more about their personalities through their song choices.
For brands and creators, this offers an interesting opportunity to:
- Create a deeper connection with followers by highlighting their favorite tracks or aligning with trending music.
- Promote new music releases or align with musicians for brand collaborations.
- Offer a more creative way to engage their audience by blending audio and visual content.
As Instagram continues to evolve, it’s clear that music is becoming an essential part of personal and brand expression on the platform, much like it was back in the early days of social media with MySpace.
Snapchat Finally Optimises for iPad with Native App Support
Snapchat users have long been asking for native iPad support, and their requests have finally been answered. As of the latest iOS update, Snapchat now offers native support for iPads, delivering a full-screen experience that takes advantage of the larger display.
Previously, iPad users had to deal with an enlarged, re-skinned version of the mobile app, which led to glitches and a poor user experience. The new update fixes these issues, allowing users to enjoy all the app’s features with better visuals and functionality.
For creators and marketers, this update could open up new possibilities:
- AR experiences will be more immersive and easier to test on the larger screen.
- Ad placement and design can be more dynamic, benefiting from the additional display space.
- More seamless content creation on a larger canvas, giving Snapchat influencers more flexibility in designing Snaps.
Snapchat’s move to optimise for the iPad signals its commitment to improving user experience, which could drive higher usage and engagement across all demographics.
Make sure to check back regularly for more exciting updates in social media!