YouTube is increasingly becoming a dominant platform for TV viewing, with a significant rise in ad revenue for content creators. As reported, many creators are adapting their strategies by producing longer videos and compilations to capitalize on this trend. With over 1 billion hours watched on TVs in the U.S., creators like Jordan Matter have seen a substantial portion of their earnings come from TV views. Experts predict that this trend will continue, allowing creators to earn more through additional ad breaks in longer content while maintaining viewer engagement.
Extra long videos and piecing together shorter ones YouTubers don't need highly produced Netflix-style shows to do well on TV. Victor Potrel, SVP of partnerships and creator services at digital-media company TheSoul Publishing, said he sees YouTube consumption on the TV as an accelerating trend.
Longer videos can include more ad breaks, thus boosting revenue. Dan Weinstein, cofounder and co-CEO of Underscore Talent, highlighted that 'If you have a 45-minute video, you can have three or four different ad-break segments.'
In December, YouTube said that creator earnings from TV were up more than 30% year over year. This shifting trend underscores the significant potential for increased monetization for creators embracing the TV platform.
It's more the evolution of people gradually changing their consuming habits but wanting the same content on the big screen, leading to a booming demand for optimized longer videos.
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