A surprising amount of YouTube’s viewership is happening on TV. According to a report by eMarketer, “36.4% of YouTube’s watch time this year came through connected TV devices.” Although the largest bit of viewership still comes from mobile devices (49.3%), the report also acknowledges that it has become more popularized for viewers to multitask and play something on their TV while also using their phones or completing other tasks. (And we’d guess Millennial parents are playing beloved YouTube content on their smart TVs for their kids as well.) YouTube has been competing with traditional TV for years and YPulse research shows that watching YouTube videos is a top activity Gen Z and Millennials do in their free time. Our media consumption report data also shows that after Netflix, TikTok and YouTube are the top sources Gen Z is using to watch video on weekly or more. (Tubefilter)
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