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New YouTube features to help you navigate the streaming boom

Viewer attention is shifting dramatically as we spend more time at home–and we’ve heard directly from many advertisers that are working quickly to adjust their creative and media strategies, especially to orient toward streaming platforms.

Today, we are sharing new advertiser insights and accelerating the launch of a number of tools–including Brand Lift measurement on the TV screen and more flexible formats for content casted onto the TV screen–to help advertisers navigate this rapidly changing environment.1


People are streaming on TV screens more than ever

As people spend more time at home, we’re seeing major shifts in streaming viewership. A recent Comscore report highlighted that over 70 million US households are now streaming content on their connected TV screens.

Nowhere is this shift more pronounced than on YouTube and YouTube TV. According to Comscore, YouTube has the highest reach and viewing hours among ad-supported streaming services, and represents a quarter of all streaming watch time across both subscription and ad-supported platforms in the US.2 Stay at home directives have amplified this shift to the TV screens, as overall watch time there has jumped 80 percent year over year in March 2020.3

Diversity of viewer passions and interests is what inspires people to stream YouTube on their big screens–from tuning into their favorite health and fitness videos to leaning back with a creator sharing a bit of their world to watching more traditional media outlets reinvent their content for this new reality.

Below, we’ve shared just a few of the top content growth areas across both YouTube and YouTube TV on TV screens during this time. While people are enjoying movies and shows to unwind, they are also watching live content from their favorite creators and cultural moments.


People are also gravitating to the consistently new and fresh content YouTube creators put out every day. In fact, over 60 percent of signed-in viewers of YouTube on TV screens watched a video published in the last 7 days.4

And, we see different user behavior when people engage with YouTube on the TV screen–it's often enjoyed with others, unlike the more individual experience on the mobile device. In a recent custom Nielsen study commissioned by Google, we found that 26 percent of the time, multiple 18+ viewers are watching YouTube together on the TV screen, compared to 22 percent on linear TV.5  


Making it easier to measure results across YouTube streaming platforms

With increases in watch time and an influx of daily visitors, brands in a position to continue marketing can make their budgets go further on YouTube by expanding their strategies to incorporate streaming.

With media mixes becoming increasingly reliant on streaming, it’s more important than ever to measure its impact. As a result, we’re accelerating the launch of Brand Lift for YouTube on TV screens. For viewers, this means surveys are now optimized for the big screen and interactivity with a TV remote, so people can easily respond or skip the survey.


This will enable marketers to make informed decisions about ad performance, and better optimize streaming campaigns in real time whether they are using Google Ads or Display & Video 360 for both reservation and auction campaigns.

Whether a campaign is focused on ad recall, purchase intent or awareness, Brand Lift will help make budgets go further. It will be available in the coming weeks for the YouTube app, and in early Q3 for YouTube TV. 


Bringing more formats to the big screen

As viewers spend more time watching YouTube on the TV screen, we are continuing to evolve to help advertisers better reach their customers where they are.

Late last year, we launched the YouTube Masthead on TV screens to help advertisers drive awareness with a large audience in a single moment. Advertisers like Uber are seeing success using this format to reach their audiences when they’re in lean back mode and where they are increasingly spending their time.

Travis Freeman, Global Head of Media at Uber said, “The Masthead on TV screens has been a critical component to build awareness for our #MoveWhatMatters initiative—which offers 10 million free rides and food deliveries for frontline healthcare workers, seniors and people in need. The Masthead, deployed in both the US and Canada, enabled us to easily amplify our message and reach our audiences where they are watching now more than ever.”

This year, we’re also bringing more format flexibility to streaming by introducing the popular skippable ad format for content that is casted onto the TV screen. As casting watch time soared by over 75 percent year over year,6 this provides advertisers a new way to reach their audience as they embrace the evolving ways consumers are watching their favorite content.

In a time when an eager audience is hungry for new content, YouTube is able to deliver fresh video to households across the world daily—within the niche or mainstream categories they love. By accelerating new tools and features, we’re committed to helping you grow your business in the changing world of viewership and streaming on TV screens. 

Reach out to your Google sales team to learn more about YouTube and YouTube TV on TV screens, and the new features shared today to support your campaigns.


1. TV screens include all consumption on Smart or Connected TV’s, TV streaming devices, game consoles and set-top boxes

2. Comscore OTT Intelligence, Oct. 2019, U.S

3.  YouTube Internal Data; US, March 2020 over March 2019 YoY

4. YouTube Internal Data; Global, March 11-April 10 2020

5. Custom Nielsen study commissioned by Google. Custom YouTube cTV match to Cross-Platform Homes Panel. Coviewing percentage is calculated as the percentage of minutes when a P18+ is watching with another P18+ in the same household. YouTube commercial viewership identified by matching served time of the cTV ping with Cross-Platform Homes Panel viewership during that minute. Linear TV is based on Live Total Day viewing of commercial minutes across all broadcast and cable networks. One minute qualifier. 11/5/2019-11/28/2019; 2/14/2020-2/29/2020. Results among US TV Households

6. YouTube Internal Data; Global, March 11-April 10 2020 over March 11-April 10 2019 YoY




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Tara Reade's Ex-Neighbor on Biden Sexual Assault Allegation: I Believed Her Then & I Believe Her Now

Presumptive Democratic presidential nominee Joe Biden denied sexual assault allegations against him on MSNBC's "Morning Joe" on Friday, breaking his silence after weeks of mounting pressure to respond to claims put forward by former staffer Tara Reade, who says he sexually assaulted her in 1993. In a statement, Biden said, "I want to address allegations by a former staffer that I engaged in misconduct 27 years ago. They aren't true. This never happened." Tara Reade first came forward with her allegations in March, saying Biden pushed her up against a wall and digitally penetrated her. In a Democracy Now! broadcast exclusive, we speak with Reade's former neighbor Lynda LaCasse, who says that Reade told her about the encounter and described it in detail in the 1990s. LaCasse is a lifelong Democrat and Biden supporter. She says of Tara Reade, "I believe her 100%." We also speak with investigative journalist Rich McHugh, who first interviewed LaCasse for Business Insider.




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As Trump Claims "Fantastic Job" on COVID, Reporter Laurie Garrett Warns Pandemic May Last 36+ Months

As President Trump starts to reopen the country, Pulitzer Prize-winning science writer Laurie Garrett predicts the pandemic will last at least 36 months. Meanwhile, a top government vaccine specialist says he was forced from his job after he resisted the administration's promotion of untested treatments for COVID-19. Garrett predicted the pandemic. In an extended interview, she discusses what's next.




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"A Lynch Mob": After Months of Inaction, 2 White Men Are Charged with Murder of Ahmaud Arbery in GA

The two white men caught on camera shooting and killing Ahmaud Arbery, an unarmed 25-year-old African American man, were arrested and charged Thursday with murder. The arrests came two days after video of the attack in February was shared with the public, sparking widespread outrage. Today would have been Arbery's 26th birthday. We speak with civil rights attorney Benjamin Crump, who represents the Arbery family and formerly represented Trayvon Martin.




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GST update on statement taken during the course of investigation proceedings

The provision contained in section 136 of the CGST Act, 2017 also states that a statement made and signed by a person on appearance in response to any summons issued under section 70 during the course of any inquiry or proceedings under this Act shall be relevant for the purpose of proving in any pr




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GST update on Sec 70 of CGST Act, 2017 regarding issuance of summon

We hereby discuss one of the important aspect of any investigation, i.e., issuing summon to persons concerned with the investigation so as to take their statements and produce the documents which would form important evidence for the entire proceedings. Before proceeding further, it is important to




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How Blood Sugar Can Trigger a Deadly Immune Response in the Flu and Possibly COVID-19

Glucose metabolism plays a key role in the cytokine storm seen in influenza, and the link could have potential implications for novel coronavirus infections

-- Read more on ScientificAmerican.com




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At-Home Coronavirus-Sample-Collection Kits Aren't Perfect but Could Help Fill Testing Gap

LabCorp’s Pixel kits rely on self-swabbing and mailing samples, and they have yet to be scaled up for widespread use

-- Read more on ScientificAmerican.com




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Footstep Sensors Identify People by Gait

The supersensitive system can also glean clues about health

-- Read more on ScientificAmerican.com




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Postal Service sees fiscal second quarter revenue gain and further net losses

Quarterly revenue—at $17.8 billion—headed up $348 million on an annual basis. But, despite the revenue gain, volume declined, falling 2.3% to 34,013 total pieces, and total operating expenses—at $22.3 billion—were up$2.8 billion, or 14.2%.




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Sample first chapter of THE OBELISK GATE

Well, it’s just about a month until The Obelisk Gate releases in print and ebook — August 16th in the US, August 18th in the UK, no idea why it’s different — and per my usual pre-publication tradition, I’m now posting the uncopyedited first chapter of the book for people to peruse (and if you […]




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QUERY REGARDING VIVAAD SE VISHVAS SCHEME

IN OUR CASE, THE CIT(A) ORDER HAS BEEN PASSED ON 17.12.2019 AND ON THE DAY OF 31.01.2020, THE TIME LIMIT FOR ITAT APPEAL IS STILL PENDING. BUT TILL TODAY THE ASSESSEE HAS NOT FILED ANY APPEAL.
CAN THE ASSESSEE OPT FOR VSV SCHEME ? AND IF YES, THEN GUIDE US THE PROCEDURE FOR THAT.




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