Reaction to Barb’s recent report on the UK TV market has sparked renewed focus on YouTube and TikTok as platforms defining the future of UK television. At face value, the numbers – showing YouTube’s rise to become the UK’s second-largest video platform – do seem to tell a compelling story about the shifting media landscape. But it’s crucial not to get carried away by viewing habits that largely represent younger audiences or take place off the traditional TV set.
YouTube and mobile-friendly platforms have undeniable appeal, especially among younger audiences. But advertisers aiming for broad reach should consider more than just raw viewing figures. Over 80% of all advertising-addressable viewing still comes from long-form broadcasting, and it still holds the majority for audiences aged 16 to 34. This is a strong indicator of why many advertisers continue to allocate significant budgets to traditional TV, despite YouTube’s mobile presence.
The reality is that different devices and formats naturally serve different types of engagement. On mobile, quick-view formats thrive – YouTube may indeed be where a young viewer consumes short clips on the go. But on a TV set, 95% of viewing is still dedicated to long-form content across BVOD, SVOD, and linear programming, while YouTube’s share here remains limited. Recognising these device-specific patterns allows advertisers to meet consumers where they are with content that’s suited to each context.
To capitalise on this multi-platform landscape, advertisers must develop a unified, data-driven strategy that blends CTV, traditional TV, and mobile channels. A cohesive approach means leveraging unified first-party data insights across devices, creating a seamless experience and ensuring campaigns reach consumers at the right moments with the right formats.
For instance, while younger audiences might discover a brand on YouTube, a more immersive follow-up experience on a traditional TV set could reinforce that connection. This coordinated approach not only reduces duplicated efforts and overlapping budgets but also ensures that campaigns align with each platform’s strengths – using each to reinforce the others.
Central to this strategy is connecting these fragmented journeys through integrated data insights. By unifying first-party data across CTV, traditional TV, and mobile platforms, advertisers can make informed choices on campaign placements, reaching real viewers with personalised, relevant ads.
This data-rich foundation enables advertisers to adapt fluidly to changing viewer behaviour and measure the direct impact of each campaign on long-term business goals like sales and brand loyalty.
It’s easy to get swept up in YouTube’s popularity and view it as the future of TV. But a balanced, data-informed approach shows that each video platform – whether traditional TV, CTV, or YouTube – has a vital role in today’s advertising landscape.
Rather than seeing these platforms as competitors, brands should leverage each for its unique value, connecting with younger audiences on mobile while still engaging broader, more diverse groups through traditional long-form formats. By embracing this balanced approach, advertisers can better engage audiences at every touchpoint, building connections that last across all media channels.
Elliott Clayton is UK managing director at Epsilon
