0:04

Hey gang, it's Friday, April 7th, Bill

0:06

Jasmine and listeners. Welcome to Behind

0:08

the Numbers an e-marketer video podcast.

0:10

I'm Marcus and today we'll be

0:12

discussing YouTube. Join me for that

0:15

conversation, we have two people, let's

0:17

meet them. We start with our

0:19

principal analyst covering the UK, based

0:21

in a charming seaside town on

0:23

the south coast of England, it's

0:25

Bill Fisher. Hi Marcus, hello everybody.

0:28

Hello there. I'm also joined by

0:30

Principal Alice and VP based in

0:32

California where the beaches just aren't

0:34

quite as nice as England's

0:37

Jasmineenberg. Hey Marcus,

0:39

hey everyone. Hello. Today

0:42

is fact. Is it better to be

0:44

an early bird or a night owl?

0:46

This one economist asked

0:48

was questioning. Jasmine I know gets

0:51

up very early. Bill, where do

0:53

you land? as well. Two of

0:55

the worst people. Okay, apparently we

0:57

don't have a choice what we

0:59

are. We're actually born as one

1:01

or the other. Sometimes we're somewhere

1:03

on the scale. And we're stuck

1:05

with it for life, a person's

1:08

chronotype, which is what scientists call

1:10

it. is largely a product of

1:12

our genes, as it's very hard

1:14

to try to become one or

1:16

the other. One episode of NPR's

1:18

podcast Morning Edition explains that your

1:20

body's circadian rhythm decides whether you're

1:22

an early bird or a night

1:24

owl, saying the body is an

1:26

orchestra of organs, each providing an

1:28

essential function. In this metaphor, the

1:30

circadian rhythm is the conductor. Most

1:32

folks, about 30 to 50% land

1:34

in the middle. of the chronotype Bell

1:37

Curve sleeping from 11 p.m. to

1:39

7 a.m. according to the American

1:41

Sleep Association another 40% are either

1:43

slightly mourning people slightly evening people

1:46

off by an hour or so

1:48

one way or another and then

1:50

you have folks at the extremes

1:53

as well. I'm assuming Marcus

1:55

you're a night owl based on the

1:57

way that you presented this. Absolutely.

2:00

best of us are. So, science

2:02

and health editor for Vox Brian

2:04

Resnick explains that if we try

2:07

to live out of sync with

2:09

these clocks, our health likely suffers.

2:11

The mismatch between internal time and

2:13

real world time has been linked

2:16

to heart disease, obesity and depression.

2:18

So be yourself. Always good advice.

2:20

I've heard this. It's the industrial

2:22

revolution that screwed us up, right?

2:25

Oh, tell us. Well it's forced

2:27

us into this. artificial workday i

2:29

mean prior to that of nine

2:32

to five interesting yeah the hunters

2:34

woke up early and did the

2:36

hunting that's you and i jasmine

2:38

and the other guys like you

2:41

Marcus he just sat back and

2:43

waited for okay the food yeah

2:45

and you're late by the way

2:47

sleeping and wake-up time habits have

2:50

changed over time. I think part

2:52

of the reason I wake up

2:54

so early is just a function

2:57

of the fact that I live

2:59

in LA and I'm three hours

3:01

behind New York. So by the

3:03

time it's six a.m. here it's

3:06

already nine a.m. in New York

3:08

and then you kind of just

3:10

get used to it. See this

3:12

is why another reason to move

3:15

to England where the beaches are

3:17

so much better. Honestly today they

3:19

probably are. It's raining in LA.

3:22

It's raining in LA. I know.

3:24

Duck. Bill, any different there? It's

3:26

beautiful, 20 degrees, son. Lovely. That's

3:28

a lie. It's not, it's true.

3:31

That's no, remotely true. Is it

3:33

really? Yeah. We're having a mini

3:35

heat wave. All right, we'll fact

3:37

take that later. April. Say his

3:40

real topic. YouTube turns 20. What's

3:42

next? As Taylor Haney of NPR

3:44

explains, three former PayPal employees launched

3:47

YouTube.com two decades ago. Originally intended

3:49

as a dating website, he explains

3:51

that the co-founder Steve Chen, Chad

3:53

Hurley and Jowad Karim struggled to

3:56

attract users, so they created YouTube's

3:58

first video themselves titled Me at

4:00

the Zoo. It wasn't long before

4:03

the platform exploded. popularity in 2014

4:05

and the economist's article noted that

4:07

folks had spent 140 million hours

4:09

watching Gangnam Star. Just one video,

4:12

the most popular video at the

4:14

time, the piece noted that with

4:16

that time, 140 million hours, humanity

4:18

could have built 20 Empire State

4:21

buildings, six burshed califers, the world's

4:23

tallest building, or another one and

4:25

a half Wikipedia's. Instead we watched

4:28

that video. Fast forward to today

4:30

and YouTube just became the world's...

4:32

Most watch platform on television as

4:34

February YouTube captured close to 12%

4:37

of all TV viewing, all of

4:39

it streaming and traditional combined with

4:41

folks spending more time on the

4:43

platform than people spend with all

4:46

of the former number one Disney

4:48

company's properties. So Disney Plus, Hulu,

4:50

the SPM Plus, all of Disney's

4:53

legacy channels, ESPN and others. is

4:55

watch more than all of those

4:57

combined on televisions. This milestone marks

4:59

a 50% increase in YouTube's share

5:02

from two years ago and reinforces

5:04

the platforms growing prominence on the

5:06

biggest screen in our homes. Our

5:08

colleague Jeremy Goldman writes, Bill, I'll

5:11

start with you, because you've been

5:13

working on some some YouTube research

5:15

for us, YouTube and marketers. What

5:18

do you think has contributed to

5:20

this milestone the most, YouTube being

5:22

the most watched platform on television?

5:24

take a look at demographic groups.

5:27

We often look at the youngest

5:29

groups to sort of map what

5:31

might happen in future and a

5:33

lot of the research that we

5:36

see is that younger generations have

5:38

grown up with YouTube. I certainly

5:40

saw that with my children as

5:43

they were growing up. I didn't.

5:45

get to use my TV for

5:47

a good number of years because

5:49

they were in front of the

5:52

biggest screen in the house watching

5:54

YouTube on that screen. This is

5:56

kind of a model behavior. then

5:58

you know they they take through

6:01

to adolescence and likely into adulthood

6:03

my eldest son he's now 17

6:05

and he's a big YouTube user

6:08

he uses it differently than he

6:10

did as a kid but he

6:12

still views YouTube as an entry

6:14

point into the TV set and

6:17

and as I say a lot

6:19

of the stats bear this out

6:21

that kids see the TV or

6:23

see YouTube as a just another

6:26

TV channel. Yeah, that's also, it's

6:28

changing somewhat because it was kids

6:30

who kind of got us to

6:33

this point, but it feels like

6:35

they've handed the baton to... to

6:37

over 65 year olds and older

6:39

folks have driven a lot of

6:42

the recent growth over 65 year

6:44

olds nearly doubled their YouTube consumption

6:46

in the past two years now

6:49

rivaling that of kids so we

6:51

did see it with the young

6:53

folks and now it's become a

6:55

habit of a lot of people

6:58

because we've seen it with the

7:00

younger folks Jasmine is YouTube seems

7:02

to resonate particularly well with them.

7:04

There was one point I was

7:07

reading about saying content on social

7:09

platforms just holds a greater relevance

7:11

for Gen Z and millennials. There

7:14

was a Deloitte study found 56%

7:16

of Gen Z's and 43% of

7:18

millennials find social media content more

7:20

relevant than traditional TV shows and

7:23

movies roughly half feel a stronger

7:25

personal connection to social media creators

7:27

than to TV personalities or actors.

7:29

Yeah, I saw that same study

7:32

and you know... shocking but not

7:34

surprising to see really how well

7:36

social media content is resonating with

7:39

younger users and I think that

7:41

that has really helped propel YouTube.

7:43

I think there's also when you're

7:45

thinking about YouTube is it's it's

7:48

kind of an a league of

7:50

its own right it's it has

7:52

everything from premium content or traditionally

7:54

premium content to creator content, to

7:57

clips of movies, clips of different

7:59

videos, to music. And so there's

8:01

kind of a little bit of

8:04

something for everybody. And I think

8:06

that that has been a huge

8:08

growth driver. And there really isn't

8:10

any other platform that can match

8:13

that in terms of the scope

8:15

and the scale that it has.

8:17

But to your point about, you

8:19

know, the social media content resonating

8:22

more with younger users, what I

8:24

think has happened is that there

8:26

has been a really big shift

8:29

in what people young people people

8:31

consider to be quote unquote premium

8:33

content. And so it's not necessarily

8:35

that they don't like studio content

8:38

anymore, it's just not reflecting them

8:40

and the things that they want

8:42

to watch in the same way

8:44

that social media creator content is.

8:47

They want to see things that

8:49

are culturally relevant that. are engaging

8:51

in different ways and for them

8:54

creators are the new celebrities. I

8:56

mean if you talk to a

8:58

teenager they'll know who Mr. Beast

9:00

is but they won't know who

9:03

Scarlet Johansson is for example and

9:05

I use her whenever I talk

9:07

about this because she still doesn't

9:09

have social media. So I think

9:12

there's just been a big shift

9:14

in that perception that has helped

9:16

propel YouTube as well. Yeah. Our

9:19

colleague Jeremy Goldman was writing tech

9:21

platforms are outpacing legacy media in

9:23

engagement and personalization. You're talking about

9:25

things that are culturally relevant and

9:28

younger people wanting to stay up

9:30

to date with those things, watch

9:32

those things, hear about those things.

9:34

He was saying social media algorithms,

9:37

especially YouTube's recommendation engine, offer hyper

9:39

tailored viewing experiences that subscription platforms

9:41

struggle to match. So that's definitely

9:44

helped. Yeah, that's such an important

9:46

point because... people who've grown up

9:48

digitally expect the content that they're

9:50

viewing to be tailored to them,

9:53

right? And so they don't want

9:55

to be flicking through multiple different

9:57

channels looking at things that, you

10:00

know, really bear no relevance to

10:02

what they want to be watching

10:04

when you look at a platform

10:06

like YouTube. they're serving you content

10:09

based on your interest and really

10:11

curating that experience for you. Yeah.

10:13

Yeah. It's also free. Yeah. I

10:15

mean this just has to keep

10:18

reminding myself that you can use

10:20

you can consume all of this

10:22

content and it's free and that

10:25

is no more so important than

10:27

it is today. because of inflationary

10:29

climate because of how people are

10:31

trying to cut back on subscription

10:34

platforms having to pay for certain

10:36

types of content. Jeremy was saying

10:38

YouTube's growth exposes a major vulnerability

10:40

in the subscription-based model. Deloitte's media

10:43

report finding that nearly half of

10:45

users now question whether they're getting

10:47

enough value from paid streaming services

10:50

over 40% saying the content doesn't

10:52

justify the cost and that share

10:54

is increasing as well. So YouTube

10:56

benefiting from that kind of backlash.

10:59

It's not all free, of course,

11:01

you know, YouTube does have its

11:03

subscription models as well with YouTube

11:05

TV and with YouTube music and

11:08

it's interesting to see that, I

11:10

mean, YouTube's TV is seeing some

11:12

success, but it's only available in

11:15

the US, right? YouTube music on

11:17

the other hand is struggling a

11:19

little bit to eat into the

11:21

leads that the spotifies of the

11:24

world have. I guess for the

11:26

reasons that you mentioned that consumers

11:28

are thinking, you know, I can

11:30

get a lot of this stuff

11:33

for free anyway. It may not

11:35

be the optimal experience, but I

11:37

can get it for free. Why

11:40

would I pay for it? Yeah.

11:42

Yeah, you mentioned, so it's YouTube

11:44

regular, which is what we're talking

11:46

about here when we're talking about

11:49

them being the most viewed platform

11:51

on TVs. It's YouTube, the main

11:53

app. But then to Bill's point,

11:55

they also have YouTube TV. They've

11:58

got YouTube Music, YouTube Premium. There's

12:00

a YouTube premium light version now

12:02

as well. And so there are

12:05

a lot of different flavors of

12:07

YouTube, YouTube kids. And Bill... In

12:09

your recent report you explain this

12:11

concept of planet YouTube, which I

12:14

really like, and how the gravitational

12:16

pull of the platform has disrupted

12:18

other media types. Could you talk

12:20

us through this planet YouTube concept

12:23

in a bit more detail? Yeah,

12:25

I mean, you've summarized that quite

12:27

well. So you've done a lot

12:30

of the work for me, but

12:32

this is the idea. So, oh

12:34

yeah, early bird catches the worm.

12:36

Unbelievable, us night hours have a

12:39

little bit going for us. Yeah,

12:41

that's right. I do all the

12:43

work and then you gain all

12:46

the glory. So Jasmine shared with

12:48

me actually a podcast on Semaphore,

12:50

I think it was Jasmine, with

12:52

YouTube CEO Neil Moran, and he

12:55

was talking about a lot of

12:57

the things that I'd written, it

12:59

was quite... Fortunately actually, a lot

13:01

of the things he was talking

13:04

about resonated in the report. He

13:06

spoke of all these different lanes

13:08

that YouTube is in. I looked

13:11

at it slightly differently and I

13:13

put YouTube at the center of

13:15

the media universe and called YouTube

13:17

Planet YouTube and looked at all

13:20

the media that are in its

13:22

orbit and how it's being... been

13:24

disrupting them over the years and

13:26

continues to disrupt them. There are

13:29

some media types that are being

13:31

more disrupted and are sort of

13:33

in the near orbit as I

13:36

described it. So podcasting is one

13:38

example where I think recently YouTube

13:40

in a PR really said that

13:42

in at the end of January

13:45

they passed one billion monthly active

13:47

podcast viewers, way more than any

13:49

other platform. Obviously, it's disrupting podcasting

13:51

in a very significant way. It's

13:54

forcing almost other platforms to pivot

13:56

to video. The fact that you

13:58

just said podcast viewers, I think

14:01

already speaks to the disruption. Yeah.

14:03

Exactly. Exactly. And then there are

14:05

other media that are maybe not

14:07

being disrupted quite as much yet,

14:10

live sport being an example that

14:12

I put in the outer or

14:14

wider orbit. There are some big

14:16

disruptions happening. I mean in the

14:19

US live sports and the NFL

14:21

deal, you'll tell me Marcus, the

14:23

Sunday ticket or something. is not

14:26

being disrupted quite as much by

14:28

YouTube, although with the Olympics that

14:30

we had last year in Paris,

14:32

a significant amount of viewing did

14:35

happen on YouTube. But yeah, basically,

14:37

YouTube is so many things now

14:39

than it used to be that

14:41

it really does sit at the

14:44

centre of the media universe as

14:46

we know it. That Olympics stat

14:48

was stunning. 17% of the engagement

14:51

for the Summer Olympics was on

14:53

YouTube, was just shockingly high, one

14:55

in fact, nearly 20% of all

14:57

the engagement for the Olympics was

15:00

on that one platform, which is

15:02

staggering. And it speaks to, I

15:04

guess, how people are consuming the

15:06

Olympics as well, and clips and

15:09

highlights and shorts, things like that.

15:11

There's always this big discussion over

15:13

whether digital platforms are going to

15:16

replace TV, right? And I think...

15:18

In some ways, of course, it

15:20

already has. We talk about as

15:22

YouTube. to talk about YouTube being

15:25

the new TV for younger people.

15:27

But there is also this symbiotic

15:29

relationship, right? And so one of

15:32

the reasons when we think about

15:34

YouTube's growth that it has been

15:36

able to reach these heights is

15:38

because you have entertainment providers also

15:41

posting clips knowing that they're going

15:43

to generate more engagement that way.

15:45

And I don't remember the specific

15:47

statistics, but there was evidence to

15:50

show that you had people engaging

15:52

with the Olympics on social platforms

15:54

and then drive. them to others.

15:57

streaming services to watch sort of,

15:59

you know, full events. So there

16:01

is this sort of interplay between

16:03

all these platforms, even as you

16:06

see YouTube in particular threatening more

16:08

traditional media channels. Yeah, yeah. Using

16:10

different platforms in different ways for

16:12

different purposes. Bill, the sheer scale

16:15

of YouTube. I think Jasmine used

16:17

that word a second ago is

16:19

just mind-blowing. In the report you

16:22

talk about how much bigger they

16:24

are than any other digital platform,

16:26

2.5 billion users around the world,

16:28

that's significantly more than even Facebook,

16:31

and a lot more than TikTok,

16:33

and multiples more than Netflix and

16:35

Spotify. And it's achieved all this

16:37

scale, as you mentioned in the

16:40

report, whilst being banned in China,

16:42

with 1.4. billion people in that

16:44

country alone. So people on the

16:47

platform and also the time they're

16:49

spending watching YouTube is significantly more

16:51

than other streaming platforms. Americans spending

16:53

40% more time watching YouTube on

16:56

a TV, according to Nielsen's Gage,

16:58

the Netflix. Put another way, people

17:00

spend more time watching YouTube on

17:02

a TV than the Roku channel,

17:05

2B, Peacock, Powermount Plus and Max

17:07

combined. It's just a staggering amount

17:09

of time people are spending on

17:12

this platform. However, you know in

17:14

the report YouTube will account for

17:16

just 2.5% of global digital ad

17:18

revenues this year, ranking them 10th

17:21

in terms of digital net ad

17:23

revenues by company. Why the disconnect?

17:25

It's important to say that's net.

17:27

ad revenue. Yes, I know Jasmine

17:30

would want me to point out

17:32

because it's gross ad take is

17:34

probably twice that. So it accounts

17:37

are more like 5% I think.

17:39

But That's because of the amount

17:41

of revenue that it shares with

17:43

creators. So that sort of sets

17:46

it apart from platforms like a

17:48

Netflix where there's no revenue sharing

17:50

with creators. But that isn't to

17:52

say that it still could be

17:55

taking infinitely more, well not infinitely

17:57

more, but you know what I

17:59

mean? A significant amount more in

18:02

ad revenues than it does. And

18:04

I mean in the report, you

18:06

know, looking for some of the

18:08

reasons why it might not have

18:11

done done quite as well. It

18:13

hasn't had to, first of all,

18:15

so Google, its parent company has

18:17

obviously got most of its revenues

18:20

from its search business. YouTube has

18:22

not been a vanity project, but...

18:24

you know it is maybe looked

18:27

at YouTube less as a revenue

18:29

driver and more as a media

18:31

bamoth. But as its core business

18:33

has been squeezed you know the

18:36

search landscape is changing significantly it's

18:38

now having to rely much more

18:40

on YouTube and I'm not saying

18:43

it suddenly looked at it and

18:45

thought, wow, look at this huge

18:47

thing we've got, let's try and

18:49

do more with it. But it

18:52

is being forced to do more

18:54

with it because it has to.

18:56

That's the first thing I'd say.

18:58

Another reason why perhaps it's struggled

19:01

a little bit is it's great

19:03

strength over recent years is that

19:05

it is a great many things.

19:08

It is a podcast platform, it

19:10

is a premium content platform, it's

19:12

all these things. This jack of

19:14

all trades mentality has perhaps caused

19:17

a little bit of confusion amongst

19:19

brands and advertisers as to how

19:21

best to use the platform and

19:23

get the most out of it.

19:26

Yeah, I think Bill is spot

19:28

on with both of those reasons.

19:30

I, you know, one of the

19:33

things I always say is that

19:35

the scale and the scope of

19:37

YouTube has been both a benefit

19:39

and a detriment, right? It's helped

19:42

it to grow among consumers. but

19:44

it has caused quite a bit

19:46

of confusion and with advertisers because

19:48

every time I'm talking to brands,

19:51

what I hear is that they're

19:53

bucketing YouTube very differently. Some brands

19:55

consider it to be digital video,

19:58

for example, while other brands consider

20:00

it to be social media. And

20:02

so that can make it really

20:04

difficult for them to figure out

20:07

exactly how they should be advertising

20:09

on that platform. Then you have

20:11

other brands that are thinking that

20:13

they can just port a TV

20:16

ad directly into YouTube. And while

20:18

technically you can do that, because

20:20

the nature of the content on

20:23

YouTube is different, right? There's potential

20:25

that those ads won't perform in

20:27

the way that they might want,

20:29

right? And they need to kind

20:32

of, you know, change those ads

20:34

to put them more into YouTube's

20:36

language and YouTube's culture. And on

20:38

top of that, I think the

20:41

other piece, especially if you're thinking

20:43

about it as, you know, digital

20:45

video or comparing it to TV,

20:48

you know there's a lot of

20:50

brand safety concerns that have existed

20:52

among advertisers as well I mean

20:54

one of the reasons that we

20:57

still see advertisers commit so much

20:59

budget to linear TV even though

21:01

we know that there are better

21:03

places a lot of times for

21:06

them to be spending those ad

21:08

dollars is because that's pre-programmed it's

21:10

predictable and it's somewhere where they

21:13

feel comfortable and safe and because

21:15

YouTube is just kind of It's

21:17

free, anyone can upload pretty much

21:19

anything as long as it's within

21:22

their content guidelines. There is that

21:24

sense of unpredictability that can make

21:26

it really difficult for marketers to

21:29

kind of wrap their heads around.

21:31

Yeah. Um, I sound with this

21:33

Bill, I'll go to you first.

21:35

What's the biggest threat to YouTube's

21:38

dominance? I think we've kind of

21:40

touched on it there. It's still

21:42

a great many things to great

21:44

many different people. It's all very

21:47

well, you know, reaching 2.5 billion

21:49

people, but it still needs advertisers

21:51

in order to be what it

21:54

is. And if that confusion that

21:56

Jasmine just spoke about continues to

21:58

sort of rain, I mean, there

22:00

are signs that it's not going

22:03

to be the case because it's

22:05

uptake is increasing at a significant

22:07

clip. too, which has been an

22:09

entry point for a lot of

22:12

advertisers. Yeah, I guess it's still,

22:14

I still don't really know what

22:16

YouTube is. I mean, it's lots

22:19

of things, but that's still an

22:21

issue, I think. Isn't it getting

22:23

an update? Is it going to

22:25

be giving a refresh a facelift

22:28

in the next couple of months?

22:30

So maybe that helps. crystallize what

22:32

it is to folks in their

22:34

minds. So we'll see what comes

22:37

out of that, maybe that will

22:39

help people understand, okay, you know,

22:41

because I think it's supposed to

22:44

get a kind of a Netflix

22:46

kind of look, so if you

22:48

want, I don't know, you watch

22:50

people streaming things, it's over here,

22:53

if you want to subscribe to

22:55

different other platforms, which you can

22:57

do through the platform use over

22:59

here, if you want this type

23:02

of content, it's over there, on

23:04

this tile, so maybe they clean

23:06

some of that up in the...

23:09

Well that's on a CTV app

23:11

and a lot of that has

23:13

to do with the fact that

23:15

we're now seeing so much more

23:18

viewing on CTV and one of

23:20

the biggest challenges that creators and

23:22

viewers had was discovery and so

23:24

helping or allowing them to organize

23:27

into seasons and episodes will make

23:29

the app look more premium more

23:31

similar to say a Netflix or

23:34

an Amazon prime and then also

23:36

potentially boost viewing. To your question

23:38

about the threat though, I don't

23:40

think there is a singular company

23:43

that we can point to as

23:45

YouTube's biggest threat. And I think

23:47

that goes to Bill's kind of

23:49

overarching point in this in that

23:52

YouTube is so many. things to

23:54

so many people but what I

23:56

do think could threaten YouTube's business

23:59

and I've been saying this for

24:01

a couple of months now is

24:03

if they lose hold of the

24:05

creator community that they've built. And

24:08

so they, you know, have been

24:10

responsible or played a huge role

24:12

in catapulting some of these household

24:15

names. I mentioned Mr. Beast earlier,

24:17

but he's a great example. But

24:19

now we're also seeing them, you

24:21

know, strike deals with premium streaming

24:24

services like Netflix or Amazon Prime

24:26

Video. And it's going to be

24:28

very very hard for these top-name

24:30

creators to resist those kinds of

24:33

deals. And so YouTube needs to

24:35

continue ensuring that it is creating

24:37

a space not only for discovery,

24:40

but for monetization when you have

24:42

all these other industry players now

24:44

also competing for creators' content to

24:46

build in their libraries. Yeah. Yeah,

24:49

I think that's a great point.

24:51

There was a... journal, I was

24:53

talking about this, I was going

24:55

to ask you about that, whether,

24:58

how big of a deal you

25:00

think that, I mean, out of

25:02

10, how big of a deal

25:05

is that? I mean, obviously Mr.

25:07

B's can create content for YouTube

25:09

and create content, this new show

25:11

for Amazon, for Amazon Prime, or

25:14

the highest bidder, which ended up

25:16

being Amazon Prime video, but people

25:18

only have so much time, and

25:20

so if his content is now

25:23

on two different platforms, they have

25:25

to pick and choose where they

25:27

watch that. B. It's, I mean,

25:30

it's a huge deal. And I

25:32

think, you know, if you think

25:34

back to some of the comments

25:36

that Netflix's CEO Ted Sarandos just

25:39

gave a couple of days ago

25:41

talking about how Netflix is actually

25:43

a better place for monetization than

25:45

YouTube is for creators, you can

25:48

see just how intense this competition

25:50

is and how important creators are

25:52

to this overall entertainment ecosystem now.

25:54

Yeah. There are only

25:57

a handful of creators if you

25:59

take out the kids' space that

26:01

are going to be able to

26:03

strike these kinds of deals with

26:05

Netflix or Amazon or any of

26:07

the other streaming services. So there's

26:09

always going to be creator content

26:11

on these platforms, meaning YouTube and

26:14

other social networks. But it does

26:16

need to keep ensuring that it's

26:18

a place where these creators are

26:20

able to make money. And right

26:22

now, YouTube is. Generally, the number

26:24

one social platform when you ask

26:26

creators about where they monetize the

26:28

best. I mean, they have the

26:30

YouTube partner program. It shares ad

26:33

revenues with those creators. Most of

26:35

the other platforms don't, at least

26:37

not in such a sustainable way.

26:39

But there's still a lot of

26:41

frustration among creators when it comes

26:43

to even YouTube's partner program. And

26:45

a lot of them don't find

26:47

that their monthly income from that

26:50

platform. is sustainable or predictable and

26:52

you know that could lead them

26:54

then of course to search for

26:56

other revenue streams and other ways

26:58

to distribute their content. Well that's

27:00

where we have to leave the

27:02

conversation for today unfortunately if you

27:04

would like to read Bill's full

27:07

report it is called YouTube for

27:09

Marketers Explainer contextualizing the 40 billion

27:11

dollar advertising opportunity. Proplus subscribers can

27:13

find it for free at emarketer.com

27:15

if you are like don't make

27:17

me wait Marcus. Calm down. The

27:19

link is in the show notes.

27:21

That's all we have time for.

27:24

Thank you so much for my

27:26

guests. Thank you to Bill. Thanks

27:28

for having me, Marcus. Thank you

27:30

to Jasmine. Thank you for having

27:32

me. And thank you to the

27:34

whole editing crew, Victoria, John Lance,

27:36

and Danny, Stuart, who runs the

27:38

team. Sophie does our social media.

27:41

And thanks to everyone for listening

27:43

and e-marketed video podcast. Tomorrow, you

27:45

can hang out with Rob Ruben

27:47

on the Banking and Payment and

27:49

Payment Show.