At the most recent TVOT CONNECT session, Jeff Kreger from Looper Insights joined a lively discussion on one of the biggest shifts in the streaming world today: YouTube’s rapid ascent as a long-form, connected TV (CTV) powerhouse. Moderated by industry analyst Colin Dixon from nScreenMedia, the session focused on a recent report by Looper Insights titled “How YouTube Took Over Your TV and Why All Eyes Are Now On It.”
YouTube: From “Free” to Front-and-Center on TV
Jeff shared a key finding from the report showing that 84% of industry executives and 66% of viewers see YouTube as a home for long-form content, not just short clips or creator fare. Thanks to its pre-installed presence on most devices, intuitive interface, and powerful recommendation engine, YouTube has become the default launchpad for discovery on smart TVs. “YouTube equals free,” Jeff emphasized, and that’s a strong draw for audiences looking for frictionless entertainment.
A New Distribution Mindset
Once considered an afterthought for premium content, YouTube is now a serious distribution platform for rights holders. According to the survey, 30% of executives are actively exploring releasing premium long-form content on YouTube, and another 56% say it depends on the situation. “It’s like retail,” said Jeff. “If you see more foot traffic in a new store, you want your product on those shelves.”
Merchandising, Placement, and Performance
A recurring theme was prominence. Jeff noted that where content appears in the digital storefront, whether it’s a YouTube row or a FAST service, has a direct correlation to viewership. Looper’s proprietary data consistently shows that content near the top of the guide sees the highest engagement. “It’s like the old channel lineup,” added an attendee. “Position still matters.”
Challenges for Hollywood
The conversation touched on the tension between traditional studios and YouTube’s open ecosystem. While YouTube offers scale and access, it also lacks the control and curation Hollywood is used to. “They’re competing with everyone,” Jeff noted. “But YouTube has built a superior AVOD and FAST product that lets the viewer decide what wins.”
As TVOT’s Colin Dixon concluded, the industry can’t afford to ignore YouTube’s growing share of TV viewing, now over 12% of U.S. television time, according to Nielsen. For content owners, platforms, and advertisers alike, the message is clear: meet audiences where they already are.
Want to learn more about how Looper Insights helps studios and streamers track content placement and performance across connected devices? Get in touch.
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