YouTube can collaborate with your business to help it grow,” was how Andreas Briese, a top executive at Google’s video platform, presented YouTube as a partner for businesses, rather than a competitor, during the opening keynote of NATPE Budapest 2025 on Tuesday.
He contends that YouTube can serve as an ally for reaching new viewers, discovering additional income sources, and fostering innovation.”
Or, more casually:
“He believes partnering with YouTube can help reach new folks, find new ways to make money, and spur creativity.
He gestured towards a previously revealed statistic to emphasize YouTube’s vast influence. This platform, which turned 20 this year, has distributed more than $70 billion to content creators, artists, and media firms during the past three years, he noted, finally stating: “There’s no other platform operating on such a large scale as this one.
Bries further highlighted the importance of YouTube collaborating with TV networks and other content providers. This point was reinforced by YouTube CEO Neal Mohan, who admitted in the past that YouTube struggled to choose suitable content on its own, stating, “We didn’t excel at selecting content.
Essentially, “our success is tied to yours,” Briese explained, referring to YouTube’s revenue-share model. This means that the premium content and talent that viewers desire come from content partners. In return, YouTube offers a platform for monetizing this content and provides data sharing tools, which can be utilized to enhance content optimization, among other advantages.
During his NATPE Budapest keynote, Briese pointed out that Television has taken the lead as the primary device for YouTube in the U.S. This makes YouTube the most popular streaming service on television devices, surpassing competitors like Netflix, Prime, and Hulu. It’s worth noting that this trend is also prevalent in other markets. Every day, YouTube delivers a staggering 1 billion hours of TV content viewing time.
Furthermore, it’s crucial to note that approximately half of the TV viewing time on YouTube is attributed to content lasting more than 20 minutes, implying that extended content is significantly influencing YouTube’s TV viewership.
As a dedicated YouTube enthusiast, I’d like to shed light on an often overlooked aspect of their advertising revenue model. Briese emphasized that our partnership is the backbone of YouTube – we split the revenues generated from ads. However, it’s crucial to grasp that revenues don’t just increase with the number of views; they grow with the total watch time. The longer content gets watched, the more ad breaks we can insert before and during your favorite videos, thereby boosting our ad sales. That’s why producers and broadcasters encourage users to engage with longer-form content on YouTube – it significantly increases watch time.
Briese referenced the case of Channel 4 in the UK, highlighting how they significantly expanded their long-form content on YouTube by 81%, resulting in a 105% increase in overall view time, a 169% jump in full episode views, and a 78% rise in YouTube earnings. However, Briese did not specify the timeframe during which these figures were collected.
Regarding TV episodes appearing on YouTube for the first time, it’s been fascinating to observe innovative strategies. These strategies acknowledge that YouTube is not only a distribution channel, but also a marketing platform. For instance, Paramount+ released the full-length debut episode of “Lioness” a week later on YouTube for a certain duration. This move was primarily aimed at increasing viewer engagement (watch time) and simultaneously boosting awareness about their own service by promoting it. Briese clarified this.
In much the same way, Disney+ made the complete first season of Andor available on YouTube prior to the release of season 2. This was done as a token of loyalty aimed at generating interest and directing viewers back to Disney+. It’s worth noting that while long-form content may constitute only a small portion of their uploaded videos, it typically accounts for most of their earnings and viewer engagement.
The YouTube executive additionally highlighted YouTube as a hub for content creators to experiment and innovate, referring to it as a “laboratory for testing new formats.” In the gaming sector, this has certainly been true. Notably, he mentioned that there’s been a shift towards communal viewing of live streams, as evidenced by the growing trend of group watching live videos.
At a gathering known as NATPE Budapest, it was announced on Monday that this year’s event would be attended by over 750 participants from more than 65 nations worldwide. Among these attendees are over 400 potential buyers, which is an increase compared to the previous year.
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2025-06-24 12:54