\n<\/p>\n
\n\t\u201cYouTube can be a partner to your business and boost your business.\u201d This is how Andreas Briese, a top executive at the\u00a0Google-owned video platform\u00a0in his role as country director for Germany and regional director for Central and Northern Europe (CCE), pitched YouTube as a partner for the TV industry, rather than a rival, during the opening keynote of NATPE Budapest 2025 on Tuesday.<\/p>\n
\n\t\u201cYouTube can be a partner to engage with new audiences, to unlock new revenue streams and also innovate,\u201d he argued.<\/p>\n
\n\tHe pointed to a previously disclosed figure to highlight the reach and power of YouTube. The platform, which celebrated its 20th anniversary this year, paid $70 billion-plus to creators, artists and media companies over the last three years, he mentioned, concluding: \u201cNo other platform is operating on that scale.\u201d<\/p>\n
\n\tBries also emphasized that YouTube needs TV and other content partners, citing YouTube CEO Neal Mohan who previously explained the video platform\u2019s exit from creating content itself by acknowledging:
\u201cWe weren\u2019t good at picking content.\u201d<\/p>\n
\n\tAs a consequence, \u201cwe are only successful if you are successful,\u201d including through YouTube\u2019s revenue-share model, Briese said, with content partners bringing the premium content and talent that audiences crave. In turn, YouTube allows for monetization of content and data sharing tools that provide opportunities to optimize content, among other things.<\/p>\n
\n\t\u201cTelevision became the leading device of YouTube in the U.S.,\u201d Briese also highlighted in his NATPE Budapest keynote. \u201cIt\u2019s the most watched streaming service on TV devices, ahead of Netflix, Prime, Hulu, etc. We know in many other markets that is also the case. YouTube is currently serving 1 billion hours of TV watch time a day.\u201d<\/p>\n
\n\tAlso key is that 50 percent of this TV watch time is \u201ccoming from content that is longer than 20 minutes, which means long-form content is driving TV consumption of YouTube,\u201d he said.<\/p>\n
\n\tOutlining the YouTube advertising revenue model, Briese emphasized an aspect that isn\u2019t always fully understood. \u201cWe share revenues with our partners \u2013 that\u2019s the bread and butter business of YouTube,\u201d he explained. \u201cWhat is important to understand is revenues do not scale with views on our platform, they scale with watch time. The more content is watched, the more we are able to sell ad breaks before and in between your content. And this is why watch time is really, really important,\u201d and that\u2019s why producers and broadcasters look to allow users to engage more with long-form content on YouTube, \u201cbecause that is driving watch time.\u201d<\/p>\n
\n\tHe mentioned the example of Channel 4 in the U.K., which has shared data that shows that the broadcaster increased its long-form content on YouTube by 81 percent, but boosted total time viewed on YouTube by 105 percent, full episode viewes by 169 percent, and YouTube revenue by 78 percent. Briese didn\u2019t detail what period that data was for. <\/p>\n
\n\tIn terms of full episodes of TV content coming YouTube, \u201cwe have seen interesting approaches, which both pay tribute to the fact that it\u2019s a distribution platform, but also a marketing platform,\u201d the executive told NATPE Budapest. For example, Paramount+, one week after the launch of the first episode of Lioness<\/em> launched the same episode in its full length on YouTube for a period of time \u201cto drive, of course, watch time, but also as a promotional tool to drive awareness of their own service,\u201d Briese explained. <\/p>\n \n\tSimilarly, Disney+ brought the full first season of Andor<\/em> to YouTube before the launch of season 2 \u201cas a loyalty instrument to create awareness and also to drive traffic back to Disney+,\u201d he said. \u201cWhat we do see is, specifically when we talk about producers and broadcasters, that often long-form content represents a minority of their uploads, but the majority of their revenues and their watch time.\u201d<\/p>\n \n\tThe YouTube exec also pointed to YouTube as a place for innovation for content partners or, as he called it, a \u201cpetri dish to test new formats.\u201d In the gaming space, that has been the case. And more recently, \u201cyou see, for example, for live streaming a trend towards group watching of live videos,\u201d Briese said.<\/p>\n \n\tNATPE Budapest, which has positioned itself as a platform for deal-making, exchange, and content discovery, as well as \u201ca launchpad for the next wave of formats, scripted hits, and cross-border partnerships,\u201d said on Monday that its latest edition was welcoming more than 750 delegates from 65-plus countries, including more than 400 buyers, up from last year.<\/p>\n","protected":false},"excerpt":{"rendered":" \u201cYouTube can be a partner to your business and boost your business.\u201d This is how Andreas Briese, a top executive at the\u00a0Google-owned video platform\u00a0in his role as country director for Germany and regional director for Central and Northern Europe (CCE), pitched YouTube as a partner for the TV industry, rather than a rival, during the<\/p>\n","protected":false},"author":1,"featured_media":9629,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54],"tags":[2065,2064,1657],"class_list":{"0":"post-9628","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entertainment","8":"tag-episodes","9":"tag-longform","10":"tag-partner"},"_links":{"self":[{"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=\/wp\/v2\/posts\/9628","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=9628"}],"version-history":[{"count":0,"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=\/wp\/v2\/posts\/9628\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=\/wp\/v2\/media\/9629"}],"wp:attachment":[{"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=9628"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=9628"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/naijaglobalnews.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=9628"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}