Apps on a Vizio television set, including for YouTube and YouTube TV. Photo from Vizio
Exclusive
Media/Telecom Google Entertainment

YouTube’s Audience on TVs Soars, But TV Advertisers Go Slow

Photo: Apps on a Vizio television set, including for YouTube and YouTube TV. Photo from Vizio

Viewers of YouTube, who have long watched the popular video service on their phones and computers, are now increasingly watching it on television sets, according to new data shared with The Information. But despite the shift, some traditional TV advertisers are still balking at moving their ad dollars to the service.

Nearly 40% of ads that air on YouTube in the U.S. are now watched on television sets, up from just 12% two years ago, according to an ad tech executive who works closely with the Google-owned streaming giant. The change suggests that the viewing habits of YouTube’s audience—especially during the pandemic, when people have been stuck at home close to their TVs—are beginning to more closely resemble those of audiences for other streaming services. Netflix has said that over 70% of its audience watches the service on TVs.

Get access to exclusive coverage
Read deeply reported stories from the largest newsroom in tech.
Latest Articles
 
The Briefing Asia Markets
Covid’s Tech Stars Twinkle Again—at Least Today
Traders on the floor of the NYSE in September. Photo by Bloomberg.
Life in our pandemic-dominated world increasingly feels like one of those scary TV series where just when you think the monster has been vanquished, you realize it’s still alive. Today’s big market sell-off on news of the new Covid-19 variant in South Africa—dubbed Omicron by the World Health Organization—is a good reminder of how vulnerable the market is to another flareup of the virus....
Latest Briefs
 
Tech Stocks Fall as New Covid Variant Leads to Market Sell-Off
Quarterly Results From Meituan and Pinduoduo Highlight Challenges for China Tech
China’s Government Asks Didi Global to Devise Plan to Delist From U.S.
Stay in the know
Receive a summary of the day's top tech news—distilled into one email.
Access on the go
View stories on our mobile app and tune into our weekly podcast.
Join live video Q&A’s
Deep-dive into topics like startups and autonomous vehicles with our top reporters and other executives.
Enjoy a clutter-free experience
Read without any banner ads.
Clockwise from left: Victoria Beasley of Prelude Ventures, Amy Francetic of Buoyant Ventures, Joshua Posamentier of Congruent Ventures, Ben Kortlang of G2VP and Carmichael Roberts of Breakthrough Energy Ventures.
Venture Capital Startups
Five Climate Tech Investors to Watch
These are busy times for the venture capital investors backing startups tackling a range of tough-to-crack climate problems, from global warming to a shortage of clean water.
Gift Hunting E-commerce
The Information’s Top Tech-Adjacent Gifts for 2021
This year, there is no shortage of material—and immaterial—ways to show people you care.
FTC Chair Lina Khan. Photo by Bloomberg.
Exclusive
FTC Privacy Probe of Amazon Ring Puts Khan’s Agenda in the Spotlight
Federal Trade Commission staffers earlier this year recommended filing a lawsuit against Amazon over alleged privacy and data security breaches within Amazon’s Ring home security business, according to two people with knowledge of the investigation.
Dan Morehead, founder and chief executive officer of Pantera Capital, in Beverly Hills, Calif., in October. Photo by Bloomberg
Exclusive Crypto Venture Capital
More Institutional Investors Embrace Crypto VCs as Pantera Capital Raises $600 Million
Pension funds, sovereign wealth funds, endowments and other institutional sources of capital used to shy away from cryptocurrencies over concerns about their use in illicit activity.
Amazon’s Growing Influencer Ambitions; An Instagram Thread Trend
Creator Economy
Amazon’s Growing Influencer Ambitions; An Instagram Thread Trend
Amazon has emerged as a key player in the creator economy, from its gaming live-streaming service Twitch to the Clubhouse competitor it is reportedly working on.
Poshmark's signage at the Nasdaq when the company when public. Photo by Bloomberg.
E-commerce
Poshmark’s Slowdown Casts Doubt on Social Shopping’s Potential
This should be Poshmark’s moment. The online merchant is at the center of a burgeoning social shopping explosion, as a growing number of startups and social media firms promote creators as sellers of either new or used goods.