Latest news with #AndreasBriese
Yahoo
25-06-2025
- Entertainment
- Yahoo
YouTube Pitches Itself as a Partner for TV, Including as a Place for Longform Content and Full Episodes
'YouTube can be a partner to your business and boost your business.' This is how Andreas Briese, a top executive at the Google-owned video platform in 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. 'YouTube can be a partner to engage with new audiences, to unlock new revenue streams and also innovate,' he argued. More from The Hollywood Reporter 'The Traitors' Are Coming to Bulgaria Diego Luna Slams Trump's Immigration Policies, Says Immigrants "Are the Ones Who Build This Country" Ezra Miller Signals "Tentative" Hollywood Return After Surviving Personal "Abyss" He 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: 'No other platform is operating on that scale.' Bries also emphasized that YouTube needs TV and other content partners, citing YouTube CEO Neal Mohan who previously explained the video platform's exit from creating content itself by acknowledging:'We weren't good at picking content.' As a consequence, 'we are only successful if you are successful,' including through YouTube's 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. 'Television became the leading device of YouTube in the U.S.,' Briese also highlighted in his NATPE Budapest keynote. 'It's 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.' Also key is that 50 percent of this TV watch time is 'coming from content that is longer than 20 minutes, which means longform content is driving TV consumption of YouTube,' he said. Outlining the YouTube advertising revenue model, Briese emphasized an aspect that isn't always fully understood. 'We share revenues with our partners — that's the bread and butter business of YouTube,' he explained. 'What 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,' and that's why producers and broadcasters look to allow users to engage more with long-form content on YouTube, 'because that is driving watch time.' He mentioned the example of Channel 4 in the U.K., which has shared data that shows that the broadcaster increased its longform content on YouTube by 81 percent, but boosted total time viewed on YouTube by 105 percent, full episode views by 169 percent and YouTube revenue by 78 percent. Briese didn't detail what period that data was for. In terms of full episodes of TV content coming to YouTube, 'we have seen interesting approaches, which both pay tribute to the fact that it's a distribution platform, but also a marketing platform,' the executive told NATPE Budapest. For example, Paramount+, one week after the launch of the first episode of Lioness launched the same episode in its full length on YouTube for a period of time 'to drive, of course, watch time, but also as a promotional tool to drive awareness of their own service,' Briese explained. Similarly, Disney+ brought the full first season of Andor to YouTube before the launch of season 2 'as a loyalty instrument to create awareness and also to drive traffic back to Disney+,' he said. 'What we do see is, specifically when we talk about producers and broadcasters, that often longform content represents a minority of their uploads, but the majority of their revenues and their watch time.' The YouTube exec also pointed to YouTube as a place for innovation for content partners or, as he called it, a 'petri dish to test new formats.' In the gaming space, that has been the case. And more recently, 'you see, for example, for live streaming a trend toward group watching of live videos,' Briese said. NATPE Budapest, which has positioned itself as a platform for deal-making, exchange and content discovery, as well as 'a launchpad for the next wave of formats, scripted hits, and cross-border partnerships,' said Monday that its latest edition was welcoming more than 750 delegates from 65-plus countries, including more than 400 buyers, up from last year. Best of The Hollywood Reporter How the Warner Brothers Got Their Film Business Started Meet the World Builders: Hollywood's Top Physical Production Executives of 2023 Men in Blazers, Hollywood's Favorite Soccer Podcast, Aims for a Global Empire
Yahoo
09-05-2025
- Entertainment
- Yahoo
YouTube Keynote to Open NATPE Budapest
NATPE Budapest, the global TV market for Central and Eastern Europe (CEE), has unveiled that Andreas Briese, a top executive at Google-owned video platform YouTube in his role as country director for Germany and regional director for Central and Northern Europe, will deliver the opening keynote speaker for its 2025 edition next month. 'Briese will share actionable insights tailored to the CEE market, focusing on how creators and media companies can leverage YouTube to grow audiences and monetize content,' organizers said. More from The Hollywood Reporter David di Donatello Awards: Maura Delpero's War Drama 'Vermiglio' Wins Best Film What Happens to Hollywood When the U.S. Is No Longer the Good Guy? Margaret Atwood to Receive The Hollywood Reporter's Women in Entertainment Canada Honor They also promised 'high-impact conversations, fresh format strategies, and game-changing insights' from influential industry voices. More than 85 exhibitors and more than 350 buyers have confirmed their attendance at NATPE Budapest, which has positioned itself as a platform for deal-making, exchange, and content discovery, as well as 'a launchpad for the next wave of formats, scripted hits, and cross-border partnerships.' One of the big-picture panels set for the event is entitled 'View from the Top: Where do we go from here?' A description promises that it will see industry leaders sharing 'how the industry needs to innovate – and collaborate – to navigate change and build a strong regional media ecosystem.' The annual Format track will include a look at the next big hit formats and a session entitled 'Cracking the code: Behind Talpa Studios' global hits, featuring the production powerhouse behind The Voice and Big Brother's director of global distribution Sebastian van Barneveld. A new offering will be 'Format Futures,' described as 'a case studies strand curated by Realscreen,' offering insights into 'the art of transcreation and global scaling strategies.' Mary Maddever, executive vp Realscreen and executive content director for NATPE, also unveiled that the event will be 'bringing Realscreen's 30 Minutes With format – more intimate briefings with buyers – to Budapest.' Among other announced sessions are 'How to make a splash on the global stage,' which will put a spotlight on 'emerging formats securing international adaptation … from smaller but highly creative players,' and 'Making it work (locally),' which looks at how, thanks to creative financing and production models along with cultural curation, 'local versions of global franchises have the power to surpass the original by injecting buzz and meeting evolving audience needs.' Also in Budapest, the inaugural NATPE Honors Europe will recognize 'the bold voices and visionary leaders driving transformation across the European media landscape,' while the popular NATPE Boat Party will be part of the lineup of social events. 'We're excited to offer a dynamic mix of programming and events designed to celebrate innovation, spotlight regional success, and foster meaningful industry connections,' said Claire Macdonald, NATPE's executive director. NATPE Budapest will take place in the Hungarian capital June 23-26. Best of The Hollywood Reporter How the Warner Brothers Got Their Film Business Started Meet the World Builders: Hollywood's Top Physical Production Executives of 2023 Men in Blazers, Hollywood's Favorite Soccer Podcast, Aims for a Global Empire
