Checking YouTube Assumptions
With CBC on The Media Odyssey - Ep. 17
This time,
and I left the UK for a trip to Canada to meet with Paul McGrath, Senior Director Entertainment Strategy & Audience Development at CBC Radio Canada, to understand CBC’s approach to YouTube.Paul shares - in an exclusive first look for The Media Odyssey - insights and data on how they tested, adapted, and expanded their YouTube presence, the challenges faced, and the data-driven results that followed (yes you will get actual data points on their catalog’s / audience / revenue growth!).
Why this episode matters:
YouTube is not TV (nor a TV channel) but YouTube can no longer be regarded as just another UGC video platform viewers play around to kill time.
YouTube is part of 2.7B monthly active users’ viewing habits.
Sarandos considers we are « spending time » with Netflix (vs « killing time » on YouTube) but 80% of fans (online 14-44 year-olds who identify as fans) use YouTube to consume content about the person or thing they’re a fan of at least weekly. 66% of Gen Z Americans agree that they often spend more time watching content that discusses or unpacks something than the thing itself.
I’d say those who use YouTube are actually “engaging with” YouTube vs “spending time” on Netflix and others.
This calls for a strategy think at a minimum to understand how your company should show up on the platform. CBC seems to have found a path forward.
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That’s it for today but before you go:
