As smart televisions become ubiquitous in the market, over-the-top (OTT) and connected TV services rise in popularity. Proportionally, many marketers have struggled to generate engagement on these platforms as they typically do not include ads. But the stress has finally started to wane because Google added a device category for Youtube in the form of TV screens. By now, people collectively watch 180 million hours of Youtube content on their television screens every day.
The viewership of Youtube continues to grow exponentially, with a projection that it's set to overtake Facebook as the second most-visited website in the U.S. It is also very popular with younger audiences. Because of these statistics and the fact that there is an increase in the consumer consumption of smart TVs, more marketers promise to invest in OTT with better-targeted ads and cross-screen planning and buying. Magna reports that about 80% of all U.S. households will have access to OTT in 2018.
Video has undoubtedly become wide-reaching in marketing strategies, and Youtube is bringing out more and more new tools to attract both viewers and advertisers. It recently announced a new feature for its subscription Youtube premium service, which is still in testing, and promises to provide more content in front of the paywall.
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