According to a new report by Defy Media, younger audiences are spending more time watching YouTube than traditional television. Part of the reason is that they find the content more relatable than the celebrity-laden scripted TV shows that dominate cable and broadcast networks. While YouTube and other online video sites have celebrities of their own, both the content and personalities have more humble origins.
This is big news for advertisers, as Millennials who make up an ever-growing segment of the population have traditionally been a bit of a puzzle for brands trying to market to them, and struggling to do so through traditional media. Online video once played second fiddle to television hits, but with more young people tuning in online, studies suggest that advertisers would be wise to consider ad spots and product placement deals with popular YouTube channels and stars.