Video is taking over cyberspace, and YouTube is at the forefront. The platform is becoming more and more channel-centric as users increasingly subscribe to services such as the Singer Sewing Company’s brand channel, Exhibit 16.0, that impart useful information or provide entertainment.
This chapter on YouTube marketing focusses on advertising on the network, and on brand channels.
Over two billion users watch video on YouTube (Jan 2021), and the time they spend on the platform has been increasing over the years. The sheer volume of traffic (5 billion videos watched per day) that these users generate, makes YouTube the second largest search engine.
The scale and diversity of the platform, summarized by the below statistics, offers tremendous opportunities for marketers to reach consumers:
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