Furthermore, YouTube also gave credit to the power of its creators and immersive experiences. It recognized that viewers appreciate the authenticity and connection they experience with the broad and diverse spectrum of creators currently on the platform. The definition and perception of what a content creator represents is always evolving, and right now the fact that the creators on the platform are not exactly as polished as Hollywood celebrities, but rather have that personal and real quality, is what resonates with the audiences.
YouTube’s rise in television viewership also signals a shift in viewing habits. According to Nielsen, the platform boasts a remarkable average of over 1 billion hours of daily TV content consumption. The number of creators receiving the bulk of their views on TVs has also seen a dramatic 400% increase, and the popularity of YouTube Shorts on connected TVs has surged by over 100% between January and September 2023.
