I realize @Yacob that this is apples and oranges to some degree...and youtube is so vast, as are the range of viewing experiences. But I'd argue that increasingly, YT is seeing much longer viewing experiences and lean back sessions - maybe not the majority but definitely growing
I completely understand YouTube’s dominance in ad targeting and audience share & time spent, but it’s folly to consider this apples to apples with other streaming platforms.
Namely, the ad units are not the same. Of course, in some instances, you have the ability to play a 15 second ad as opposed to a 6, but I also think the consumer experience is just different.
CTV or otherwise, YouTube is a lean forward product — I’m going to watch a 5 minute video and any ads you put before it tend to feel somewhat intrusive (remember the study where a plurality of gen z referred to YouTube ads as ‘skip ads’?).
The other channels are a bit more leaned back — you are more than likely picking a longer program with a specified ad break and :30 spots, but as you noted albeit anecdotally, the ad pods feel the same.
Long winded way to say: hard to say one should dominate the other.
I realize @Yacob that this is apples and oranges to some degree...and youtube is so vast, as are the range of viewing experiences. But I'd argue that increasingly, YT is seeing much longer viewing experiences and lean back sessions - maybe not the majority but definitely growing
I completely understand YouTube’s dominance in ad targeting and audience share & time spent, but it’s folly to consider this apples to apples with other streaming platforms.
Namely, the ad units are not the same. Of course, in some instances, you have the ability to play a 15 second ad as opposed to a 6, but I also think the consumer experience is just different.
CTV or otherwise, YouTube is a lean forward product — I’m going to watch a 5 minute video and any ads you put before it tend to feel somewhat intrusive (remember the study where a plurality of gen z referred to YouTube ads as ‘skip ads’?).
The other channels are a bit more leaned back — you are more than likely picking a longer program with a specified ad break and :30 spots, but as you noted albeit anecdotally, the ad pods feel the same.
Long winded way to say: hard to say one should dominate the other.