Almost half of YouTube viewership happens on TV screens – Insider Intelligence

The news: Nearly half (45%) of all YouTube viewership takes place on TVs, according to internal figures, up from below 30% in 2020. The fast growth has propelled YouTube from a digital-only platform often left out of the conversation of broader entertainment and TV advertising to a direct, major competitor with the world’s largest streaming services.Time spent watching YouTube on TVs now exceeds any other individual network or streaming service, according to Nielsen data cited by The Information.A TV powerhouse: YouTube’s viewership on TV screens likely increased as a result of pandemic lockdowns, but it’s far from a fad. The company has been making moves to capture a greater share of connected TV (CTV) audiences, and even before the pandemic, viewership was on the rise.In March 2020, YouTube viewership on TV screens was up 80% from March 2019, and ad spend was similarly rising. Since then, YouTube has launched a number of quality-of-life features to make the viewing and search experience on TV screens easy, such as allowing the YouTube mobile app to be used as a remote.Growth isn’t just being driven by YouTube TV, the company’s pay TV offering. In fact, the majority of TV user growth is coming
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