YouTube audiences watch for longer on connected TV

Rob Clapp

An overview of YouTube audience activity by device in Q2 2021.

Audiences watch YouTube content for longer when watching on connected TV devices, according to data from streaming analytics company Conviva.

Connected TV devices account for almost a quarter (23%) of minutes watched, far above a 14% share of video views. In comparison, mobile devices account for half (52%) of total consumption, below the 63% share of video views.

Connected TV advertising has become more important for YouTube and other online video platforms as audiences and consumption both rise. Online video advertising spend worldwide is expected to rise by 18%this year, with...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands