As streaming services and networks convene in New York for the TV upfronts, the conversation around YouTube's surging status as an advertising platform is prominent. Analysts suggest that YouTube could eclipse Disney as the top media company by revenue this year, attributed to its growth in streaming and ad spending. The flexibility of YouTube's ad model makes it appealing in today's economically uncertain landscape, prompting traditional media companies to adapt and emphasize their unique offerings, particularly in live sports, to attract advertisers.
YouTube has been the beneficiary of tremendous growth in streaming and also in ad spend, and it has done that without a formula that's dependent on premium content.
It's giving the buying entities - the agencies and the brands - a lot of what they look for: Scaled media consumption, on a big screen, looks like TV.
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