YouTube is looking to lean further into TV screen viewing with new data in YouTube Analytics that will detail how many of your viewers are seeing your content on their larger screens. In light of Connected TV, and as explained by YouTube, ‘living room impressions’ will start to appear in YouTube Analytics from this week: “So what this means is that impressions derived from sources like TV and gaming consoles will start to appear in your Analytics count.”
Moreover, connected TV viewing is currently YouTube’s fastest rising viewer category, with the COVID-19 lockdowns worldwide pushing people to search for new forms of home entertainment – which has also seen platforms like Disney+ and Netflix increase their market presence.
Talking more about connected TV and according to YouTube, in the US, over 120 million people streamed YouTube on their home TV screens in December alone, underlining a significant shift in viewing behaviors.
That also presents new opportunities for advertisers, essentially providing -like ad campaigns with advanced digital targeting, also at far lower costs. Note that, the growth of connected TV viewing could make this kind of ad reach far more accessible, and this is definitely something to watch for all brands looking in order to maximize their video ad reach.
Furthermore, the new metrics will provide more insight on this, and could point to new opportunities in the app.
Obviously, that will provide more insight into audience retention, which could further guide your YouTube content strategy. YouTube has added a variety of new metric updates in YouTube Studio over the past year, and these new data points provide more tracking options to help optimize besides maximizing your video efforts.
But the connected TV viewing data could be especially relevant. Because more people watch YouTube on their TV sets, furthermore, that could change the way your approach video creation, with an expanded screen view providing extra considerations in your process.
Also, if you can reach your audience on the more engaging, larger screen – the central entertainment focus of the home – that could become even more crucial in your brand-building process.