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Forbes
2 days ago
- Entertainment
- Forbes
At Brandcast, Creators Weigh In On Why YouTube Is Winning TV
YouTube CEO Neal Mohan had a lot to share on stage at YouTube Brandcast 2025 (Photo by Kevin ...for YouTube) A stat that may be surprising to some is that, when it comes to what services people are choosing to watch on their physical TVs, YouTube now consistently ranks at the top. Yes, that puts it above Disney services, above Paramount, and even above Netflix. Last month, YouTube gathered their top talent and executives for their fourth annual Brandcast to go over, with much fanfare, how advertisers can make the best of their time on YouTube. But also here for the show, and to walk the red carpet, was a stunning who's who of Creator-world celebrities. Digital stars such as comedian Brittany Broski, streamer IShowSpeed, YouTube's biggest creator MrBeast, and many others showed up to cheering fans, flashing cameras, and reporters eager for their insights. So, I took this opportunity to pull in some of the creators on the carpet, and ask them why they thought YouTube, in recent years, has seen so much viewership on television, even above the traditional Hollywood giants one would expect to win there. I asked them what is happening on YouTube, right now, to allow this success and more. YouTube tech commentator Jacklyn Dallas (@NBTJacklyn) explained to me that with TV viewership there usually comes a more engaged kind of audience, one which allows creators to dive deeper into a topic and spend longer on it. 'I think you have a little bit more permission if you have more TV viewers to have the story be a longer arc. It's rare that someone clicks on a video on TV and immediately clicks off,' Dallas said. And so, she explained, this means a creator who is seeking to go deeper can now find an audience, watching on their TVs, who are primed to watch longer, allowing viewership to rise. Sean Evans and Brittany Broski speak onstage during YouTube Brandcast 2025 (Photo by Kevin ...for YouTube). In line with this, Sean Evans, host of the wildly popular chicken-infused interview show Hot Ones (under @FirstWeFeast) told me how he and his team specifically design and produce their show with television viewership in mind. In fact, he says TV is where he prefers to watch Hot Ones himself, to get the sound mix just right. 'You know we put up the bass on the hot sauce reactions, like we want your bar clinging glasses when you're watching an episode. So we like a big screen or theater experience for Hot Ones. So I love when people tell me they're watching it on TV," Evans said. Television viewership allows, then, a way for YouTube creators to more directly connect with their audiences with, at times, longer run times and also sound design that can interact with a larger physical space. But a big part why YouTube content is uniquely winning TV is how its creators can react to viewer feedback in a way that TV shows might be slower to jump on. Inspirational filmmaker and YouTuber Dhar Mann (@DharMann) tells me how when one creates a traditional TV show, they can often find themselves working on a project for years and never getting instant feedback to work with. But it's different for someone working on YouTube. 'For me, as soon as I post a video I'm immediately getting comments. I'm immediately getting analytics. I can make pivots and change whatever I need to. So I stay in real time with my audience. And I'm allowed to grow with the audience,' Mann said. YouTuber Dhar Mann and YouTube CEO Neal Mohan shake hands at YouTube Brandcast 2025 (Photo by Kevin ...for YouTube). Popular YouTube comedian Adam Waheed (@AdamW) expressed a similar sentiment. 'It's been a journey making content with them rather than for them. I'm getting real time feedback in the comments, adjusting, fixing things, adding things,' Waheed said. This process may sound scrappier than the formal, long-turn production schedules of traditional television, but with that comes a level of authenticity that resonates uniquely with an audience who might be tired of the overly-produced. As online comedian and model Haley Kalil (@haleyybaylee) tells me, people want to see themselves reflected on screen, and so content that feels more relatable and accessible gets closer to doing just that. 'We've watched Netflix, we've watched Hulu— and I think Gen Z and Gen Alpha want to see real people. People that were born and raised really normal; they came up on their own. It's not like an A-list celebrity. It's not like the daughter of a celebrity. These are like your neighbors, your friends, your family,' Kalil said. Shayne Topp and Courtney Miller, both from the long-standing YouTube comedy channel Smosh (@smosh), echo this idea, telling me how they recently met a fan who told them how their content was so relatable and approachable that it felt like the duo were just some other roommates living with her at home. 'It's honesty. It's authentic. People are seeing a very real dynamic between people. Our comedy is what we're doing when the cameras aren't on. So I think we build that real connection,' Topp said. 'It's truly like hanging out with your favorite creators,' Miller added. Fans stood ready to meet their favorite YouTubers at Brandcast (Photo by Dimitrios Kambouris/Getty ... More Images for YouTube). Tech commentator Cleo Abram (@CleoAbram), always in the know on the latest in internet developments, told me how so much of this and YouTube's success on TV comes down to a key strategy, a decision that this platform made which, uniquely, is allowing it to thrive beyond the traditional Hollywood players. And that strategy, ultimately, is giving the creatives the freedom to do what they think is best. 'The bet that YouTube made a long time ago, and what's turning out to be the winning bet, is that if you allow everybody to make the kind of stories that they want, the kind of stories that get told, and the quality, measured by how much the audience loves it, increases. And so, nobody else is making that bet," Abram said. Now, YouTube's CEO Neal Mohan does not appear to believe his platform needs to crush and eliminate the other media services. As he said to Matt Belloni in a recent appearance on the industry podcast The Town: 'There's room for multiple services to be successful." But Mohan went on from there to describe what areas YouTube is seeking to win in, and why it's positioned so well to do that. The idea that YouTube would dominate our television screens might have sounded unbelievable just ten years ago. But now, as YouTube comes to the age of 20, it's a reality that many in media and entertainment are coming to understand. And, according to some of its creators, the trend is not sudden or random, but stems directly from the strategic decisions, and creative ones, this ecosystem has been setting up for years. And so this leads us to wonder how the decisions being made now will affect this platform, and our media consumption, 10 or 20 years from today. For more on the creator economy, movies and TV, follow my page on Forbes. You can also find me on TikTok, Instagram, YouTube, Threads and Snapchat.
Time of India
19-05-2025
- Entertainment
- Time of India
Rob Gronkowski can't stop laughing at wild joke about Bill Belichick's 24-year-old girlfriend, Jordon Hudson
Rob Gronkowski bursts into uncontrollable laughter after hearing a joke about Bill Belichick's 24-year-old girlfriend, Jordon Hudson, sparking reactions. (Credit: Getty Images) Rob Gronkowski has always been known for his infectious humor, and during his latest appearance on Sundae Conversation with Caleb Pressley, fans got another taste of his comedic side — all thanks to a joke about his former coach, Bill Belichick . What started as a casual conversation quickly turned into a viral moment when Pressley playfully set up a line that caught Gronk off guard. Rob Gronkowski reacts hilariously to joke about Bill Belichick's much younger girlfriend 'Bill's picked up a 24-year-old,' Caleb Pressley said, to which Rob Gronkowski, a proud Buffalo native, instantly quipped, 'The Buffalo Bills ?' That's when the punchline landed: 'No… Have you met Coach Belichick's girlfriend?' by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like 점점 퍼지는 기미, 레이저에 헛돈 쓰지 마세요 두아이연구원 Undo Gronkowski erupted into laughter, completely caught off-guard by the joke about Belichick's 24-year-old girlfriend, Jordon Hudson . 'He got me. How did I fall for that one?' Gronkowski exclaimed, still chuckling. The light-hearted exchange, captured on camera, quickly circulated online, blending sports humor with pop culture intrigue. But beneath the laughter, Gronkowski has some serious thoughts about the media frenzy surrounding Belichick's personal life. In an interview with PEOPLE, the former Patriots tight end admitted he's growing tired of the narrative. 'Bill has to produce,' Gronkowski said on the red carpet at YouTube's Brandcast upfront. 'And I'm going to be tuning in, and I want to see him win some games. Because if he wins some games, he'll shut everyone up. And that would be fun to see, man.' The NFL legend also raised concerns about how distractions — particularly involving personal matters — can bleed into team dynamics. Reflecting on the culture of the Patriots, where distractions were minimized at all costs, Gronkowski pointedly remarked during an interview with 98.5 The Sports Hub: 'When you were on the Patriots, the whole goal was to eliminate all the distractions that can possibly happen while you're on the team.' He added, 'We're just looking down at the program in North Carolina, and it feels like there are just distractions 24/7 down there. There's no football talk as well.' Belichick, now head coach at the University of North Carolina, has tried to push back against the noise. Speaking to ESPN, he emphasized that his relationship with Hudson is 'off to the side' and 'she doesn't have anything to do with UNC football .' Echoing that sentiment, UNC athletic director Bubba Cunningham confirmed that Hudson has not been banned from campus, countering recent speculation. 'Bill's been great to work with,' Cunningham told ESPN. 'He runs a professional organization... and that's the way he conducts the program.' Whether the distractions fade or not, all eyes will be on Belichick this season — and Gronk, like many fans, will be watching closely. Also Read: Travis Kelce's relationship with Taylor Swift tested as her feud with Blake Lively ignites Hollywood loyalty war Get IPL 2025 match schedules , squads , points table , and live scores for CSK , MI , RCB , KKR , SRH , LSG , DC , GT , PBKS , and RR . Check the latest IPL Orange Cap and Purple Cap standings.
Mint
16-05-2025
- Business
- Mint
Google unveils AI tool to identify prime ad spots in YouTube videos: Details
YouTube has announced a new artificial intelligence-powered tool designed to help advertisers reach viewers at the most engaging moments in a video. The feature, known asPeak Points, was unveiled at the company's Brandcast event in New York and is currently being rolled out as part of a pilot programme. The Google-owned platform explained that the new system uses Gemini, its advanced AI model, to analyse video content and identify the precise moments when audience engagement is at its highest. These high-engagement moments will be strategically selected for ad placements, aiming to improve advertisement visibility and effectiveness. In a blog post, YouTube highlighted how the feature is intended to benefit both advertisers and content creators. Advertisements are a major source of income for the video-sharing site, and a portion of the ad revenue is distributed to creators. By targeting peak viewer interest,Peak Points is expected to drive better results for brands while potentially increasing earnings for video creators. The company has long experimented with ad formats to maximise their impact. From pre-roll ads to unskippable segments and even a recent trial of pause-screen adverts, YouTube has consistently sought to ensure advertisements are viewed. The new tool represents a continuation of these efforts, but with the added benefit of AI-driven precision. In a demonstration shown during the event, Gemini successfully identified a high-engagement moment just before a marriage proposal scene, positioning it as an ideal slot for an advertisement. According toCNBC, the AI determines these moments by examining the video on a frame-by-frame basis and analysing the accompanying transcript. However, it remains unclear whether YouTube is also incorporating user interactions—such as pausing or rewinding—as part of the analysis. While still in its early stages, Peak Points signals a broader shift towards smarter and more data-informed advertising strategies on digital platforms. As the pilot continues, advertisers and creators alike will be watching closely to assess its performance and impact.
Yahoo
15-05-2025
- Entertainment
- Yahoo
YouTube spotlights how brands can own cultural moments at ad showcase
This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. YouTube is deepening its partnership with the NFL and integrating with parent Google's Gemini artificial intelligence (AI), the platform announced Wednesday at its annual Brandcast presentation focused on developments around content and ads. Ad offerings discussed include a sponsorship package focused on owning cultural moments such as Black Friday; an expansion of shoppable connected TV (CTV) tools; and a Peak Points format built on Gemini that matches brands with 'peak moments' on YouTube based on contextual relevance. The video platform also said it will exclusively stream the first Friday game of the upcoming NFL season, the first time it has acted as a live broadcaster for the league. The event hosted in São Paolo, Brazil, will run on the NFL's official YouTube channel free of charge. YouTube's Brandcast event underscored the platform's dual focus on historic strengths in the creator economy and user-generated content, as well as its rising stature in CTV and more prime-time programming like live sports. The evening also saw YouTube packaging together these strengths as a way to pitch the platform as a top choice for tapping into cultural moments, a key marketing strategy for addressing audience fragmentation. During the event, executives pointed to stats that reflect YouTube's central role in cultural moments, including ranking No. 1 in streaming watch time for more than two years, per Nielsen data. This year's event, again hosted at Manhattan's Lincoln Center, showcased popular creator talent including Sean Evans of 'Hot Ones' and internet megastar MrBeast, along with the likes of Lady Gaga and NFL Commissioner Roger Goodell. Speaking to the larger upfronts theme around sports, YouTube touted its evolving work with the NFL, including plans for the platform's first live game broadcast and a multiyear pact for the Super Bowl Flag Football Game. Internal data show that consumers spent over 350 million hours viewing NFL content on YouTube last year. YouTube TV, its CTV service, is the current carrier of the desirable NFL Sunday Ticket. On the advertising front, YouTube unveiled a Cultural Moments Sponsorship package that helps brands own the conversation around specific events, such as The PGA Championship, Black Friday or awards season. Also new are contextual Peak Points ads powered by Gemini AI that aim to deliver messages to YouTube audiences when they're most likely to be engaged. At the same time, YouTube is upgrading its existing shoppable CTV ads with an interactive product feed supported by the Google Merchant Center, angling to tie premium video closer to transactions. In addition, the platform has revamped its masthead placement on CTV homepages with a more immersive design. In the U.S., YouTube CTV campaigns drove more than 50 million average monthly conversions across Q4 2024, a period that includes the holidays. YouTube has boasted that it is the top streaming destination for viewers based on Nielsen estimates, a shot across the bow at more traditional streamers and media conglomerates. Brandcast was also a moment for advertisers to testify to YouTube's capabilities. QSR giant Inspire Brands noted that Shorts, YouTube's TikTok lookalike, has helped strengthen Dunkin's connections to Gen Z consumers. The coffee chain achieved 78% positive sentiment around the holidays through efforts with Shorts creators. State Farm meanwhile has leveraged YouTube to reach golfers around the PGA Championships, including through a Spotlight feature, channel takeovers and a custom brand integration with Caddie & the Kid, a new series on the LOL Network. Brandcast caps off a pitching bonanza for YouTube that last week included NewFronts presentations for both the video platform as a standalone offering and its parent Google. At Google's NewFronts, the company announced that it would begin using retail media data to target YouTube campaigns this summer, another sign of the convergence between the lower-funnel channel and upper-funnel video. In recent years, YouTube has shifted some of its attention from the NewFronts, which are digitally-oriented, to the upfronts window aimed at winning legacy TV advertising budgets. This year's YouTube's Brandcast was hosted shortly after Netflix's upfront roadshow in an indication of how YouTube views its competitive set. Recommended Reading Google adds retail media data to YouTube ads, beefing up pitch to brands Sign in to access your portfolio
Yahoo
14-05-2025
- Entertainment
- Yahoo
YouTube targets TV dollars with NFL deal, bingeable 'shows' from creators
YouTube announced a range of initiatives designed to attract more TV ad dollars to its platform at Brandcast, its annual Upfront event for advertisers. Notably, the Google-owned video service is expanding its relationship with the NFL and plans to exclusively stream the NFL's first Friday game of the 2025-2026 season. It's also preparing to pilot a new way for creators to reach the audience that watches YouTube on TV through easily organized and bingeable TV shows. The latter was first announced at YouTube's Made On YouTube event last September, where CEO Neal Mohan explained that creators making a majority of their revenue on TV screens was up more than 30% year-over-year. A new feature being offered to select creators in the pilot program will allow them to organize their content into seasons and episodes -- just like a "real" TV show. In addition to new efforts around "shoppable TV" and tools that let advertisers target major cultural moments like awards season or The PGA Championship, for instance, the company is once again sending a message to advertisers that it's not just an online video service, it's actually the new way people watch "TV." As part of its NFL deal, YouTube says it will exclusively stream the first Friday game hosted in São Paulo, Brazil, to a worldwide audience. This marks the first time that YouTube has served as a live broadcaster for the NFL, it notes. (In the U.S., the game will be available to YouTube TV subscribers.) The company pointed out that users last year watched over 350 million hours of NFL content on the platform, according to its internal data, and had pulled in over 6 million live views when it streamed the NFL's Super Bowl LIX Flag Football Game. Its expanded deal with the NFL will see it streaming that Flag Football game over multiple years to come. For creators, YouTube's pitch focuses on bringing their content to the living room. Hundreds of creators will be a part of the initial pilot, expected to launch in the U.S. this summer, that will allow them to organize their content into a viewing experience designed for the big screen. Creators like Michelle Khare's Challenge Accepted and Good Mythical Morning with Rhett & Link will use the new tools to turn their content into "seasons" and "episodes," to make their content more bingeable on TV. The company is also rolling out ways to shop from YouTube with QR codes and other send-to-phone functionality, and will look to Gemini AI to match ads to popular, relevant content. During Brandcast, YouTube featured various case studies from brands like Volvo, Inspire Brands (Dunkin'), Hilton, and State Farm, that have used its advertiser tools to reach their audiences. It also reminded marketers that YouTube has been No. 1 in streaming watch time in the U.S. for more than two years, putting it ahead of Netflix, Disney, and Prime Video as of March 2025. The company also touted its more recent focus on podcasts, where it now sees over 1 billion monthly active podcast users. Sign in to access your portfolio
