People streaming YouTube on their TVs is not necessarily new. Since 2023, YouTube has consistently been the most-watched streaming platform, even over Netflix.
But for the first time, TV screens have replaced mobile as the “primary device for YouTube viewing in the U.S.” by watch time.
According to YouTube CEO Neal Mohan, viewers are even watching YouTube Shorts, the short-form vertical videos akin to those on TikTok or Reels, on their TVs.
What does this mean for advertisers?
- If you aren’t already advertising with TrueView, you should be.
TrueView ads are YouTube ads. You know, the platform that 62% of adults in the U.S. visit daily. TrueView ads play in-stream, before or during other YouTube content.
Here’s where it gets good: If people are watching YouTube on their TV screens, in some ways, you’re getting more bang for your buck. Why? When compared to traditional TV/cable or OTT buys, TrueView ad budgets can be significantly smaller and, at least in the case of traditional media, much more targeted.
With TrueView, you only pay when someone watches at least 30 seconds of your ad (or the entire ad if it’s shorter than :30) or clicks an element in your ad, so you can be confident you’re spending your media dollars wisely.
- Don’t fear the skip.
Audiences watching YouTube on their TVs are less likely to skip ads. At VI, some of our clients have consistently seen better performance with longform, 90-second spots, even over :15s and :30s.
If users are watching on their TVs, you can begin to think about your TrueView creative in a more traditional TV/cable/OTT sense, prioritizing storytelling. We still think strong hooks are important, but you may have more time to draw someone’s attention than just the first few seconds before a skip.
- Check in on your Video Action Campaigns.
Video Action Campaigns, formerly known as TrueView for Action, are going away in 2025. In April, you’ll no longer be able to create a new Video Action Campaign and in July 2025, any existing VAC campaigns will be automatically switched to Demand Gen.
Is this related to the fact that more people are watching YouTube on their TV screens and thus less likely to take actions like click? Maybe. Demand Gen campaigns can be served across YouTube, YouTube Shorts, Discover, Gmail and Google video partners, with Google optimizing placements to help you get the most conversions—wherever the algorithms determine that to be.
Now, while this audience behavior development is exciting, we do have to note: Mohan specifies that TV screens have conquered mobile in terms of “watch time” – not necessarily number of users. Logically, this tracks. It does seem more likely for someone to watch longer form content, like a full 60-minute episode of a podcast, on YouTube on their TV rather than a quick :30 tutorial they would watch on mobile or desktop. In short, YouTube on mobile is far from dead.
If you’re interested in amplifying your brand on YouTube, drop us a line. We’re Google Premier Partners and have an expert team of Digital Strategists and Ad Operations Specialists who spend their days nerding out over views, conversion ra
