YouTube fans still love TV
Details
Michelle Clancy
| 25 January 2019

YouTube Enthusiasts (YTEs) may have an intrinsic, inherent affection for the online video platform, but a study from the Video Advertising Bureau (VAB) finds that this doesn't mean they exclusively desire digital-based, user-generated content.

In addition to the snackable digital video content they consume, YTEs are avid viewers of long-form, professionally-produced programming, watching just as much ad-supported TV (50% watch more than three hours per day) as average adults 18+ (49%), according to the study.

Live TV viewing is the most popular way for YTEs to watch their favourite programming (48%) since they thrive on online conversation and community. That compares to using time-shifting or DVR watching (24%), streaming service or over-the-top (OTT) apps (18%), or accessing video-on-demand (VOD) through a cable or set-top box (10%).

YTEs are also 47% more likely than average adults 18+ to feel personally connected to characters on their favourite TV programmes, and are more actively engaged with TV content. YTEs are 125% more likely to tweet or read a tweet about a TV programme than adults 18+. This stronger attachment inspires buying decisions, with YTEs 124% more likely than adults 18+ to purchase a product seen while watching a TV programme.

The study additionally found that YTEs are 85% more likely to watch a TV programme live as it airs than to watch a YouTube video as soon as it's posted. A quarter (25%) of YTEs are more likely to try and convince a friend to start watching their favourite TV programme over watching a YouTube personality. They are also 51% more likely to purchase a product they saw while watching a TV programme than one they see in a video by their favourite YouTube personality. Additionally, they are 57% more likely to feel personally connected to the characters on their favourite TV programme versus their connection to their favourite YouTube personality.

"It's important to understand it's not an 'either/or' proposition between YouTube and TV viewing," said Marianne Vita, VAB vice president, Strategic Insights. "Our study reveals YouTube enthusiasts are avid video viewers with a strong desire for long-form, professionally-produced episodic ad-supported TV programming. Their deeper connection with TV inspires YouTube users to take action which drives greater engagement metrics, ultimately driving sales."

VAB's survey comes just as YouTube TV announced that it is rolling out to 95 new markets in the US meaning that it will now cover over 98% of the country’s households.