"YouTube is the Hunger Games of attention. Twenty million new videos compete for visibility every day against over 5 billion already on the platform. Whatever survives that level of competition is the most valuable attention in media. Unlike other platforms, viewers arrive with a purpose. They come to watch something specific, from creators they follow. That's a fundamentally different relationship than a scroll-based feed."
"YouTube now accounts for more than 13.4% of all U.S. television watch time, more than any other streaming platform, up more than 50% in two years. Most brands only reach people on YouTube by buying ads. But there are two other ways to show up: through creators and through your own channel. Very few brands are using all three together."
"That kind of platform fluency is rare. Matt Gielen has built his career around it. "The kind of attention you get on YouTube is different," says Gielen, one of the most widely cited YouTube strategists in the industry. Gielen founded Little Monster Media Co., a YouTube strategy and audience development agency that worked with Viacom, NBCU, Amazon, Hasbro and Netflix, and later co-founded Electric Monster, a studio created to acquire and scale YouTube channels."
YouTube hosts over 5 billion videos with 20 million new uploads daily, creating extreme competition for viewer attention. Viewers arrive with intent, seeking specific videos or creators rather than passively scrolling. YouTube now accounts for more than 13.4% of U.S. television watch time, growing over 50% in two years. Brands typically reach audiences through ads but can also appear via creators and by building their own channels; few brands integrate all three. Effective YouTube strategies require platform fluency beyond traditional media buys. Specialized agencies and studios focus on acquiring, scaling, and producing content that the platform rewards with attention.
Read at Forbes
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