TV has been YouTube’s fastest-growing viewership channel for several years now, but the pandemic further accelerated a streaming shift that the Google-owned platform highlighted at its 10th Brandcast event Tuesday. YouTube now represents 40% of watch time among ad-supported streamers, according to Comscore data cited by the video giant.
“Our industry is at a tipping point. There are now more streaming households in the U.S. than pay-TV households,” Allan Thygesen, president of Americas at Google, said during a pre-recorded presentation. “Looked at … another way, more than 40% of linear TV ad supply has disappeared in the last four years alone.”
