Q&A: Why Agencies Still Favor CTV Over YouTube

The rules of media have changed and the user is now in charge.
 

Welcome back to the Media Odyssey Podcast! In this live episode presented with PreciseTV, Evan Shapiro breaks down the shift from the gatekeeper era of top-down media control to the new user-centric era, where audiences, not executives, dictate what succeeds. Using his signature “media cartographer” maps and data-driven storytelling, Evan unpacks how Big Tech overtook traditional media, how generational shifts are transforming consumption habits, and why the creator economy is now the true center of cultural power.

From the “churn apocalypse” in streaming to YouTube’s dominance on the TV screen, he shows why brands and publishers must abandon vanity metrics and embrace fandom, engagement, and community as the real measures of success. The conversation, featuring voices from Angel Studios, BBC Studios, and the PreciseTV audience, delivers both sharp insight and practical direction for anyone trying to navigate the new media landscape.

Key Takeaways:

1. Big Tech Has Taken Over Media and the User Holds the Remote
Evan traces how Apple and Alphabet have become the “remote controls of our lives,” controlling nearly 100% of the smartphone market. Yet while tech companies provide the infrastructure, the audience now makes the decisions. The power dynamic has flipped and media is no longer pushed from the top down; it’s driven from the user up.

2. The Fear of Finding Out Is Media’s Existential Crisis
Many legacy executives, Evan argues, are paralyzed by a fear of finding out — unwilling to face the data showing that audience habits and demographics have permanently shifted. Millennials and Gen Z now make up nearly 70% of the global population and the majority of the workforce. Still, many companies make decisions using outdated “farming-era” metrics like 18–49 demos that no longer reflect reality.

3. Streaming’s “Churn Apocalypse”
The streaming boom has turned into a churn crisis. In 2024, SVODs added 174 million subscribers but lost 148 million — a revolving door that Evan calls “a shitty business.” Serial churners (users who sign up and cancel three or more services a year) now represent 40% of new subscribers. Even as Pay TV collapses, streaming platforms are discovering that infinite choice creates fragile loyalty.

4. YouTube Is Television, and It’s Winning
YouTube now commands a larger share of total TV viewing than Disney, NBCUniversal, and Paramount combined. 73% of its viewing time is on content 30 minutes or longer, proving that long-form thrives on digital platforms. YouTube has become the bridge between younger and older audiences as the only platform uniting both ecosystems of media consumption.

5. From the Creator Economy to the “Affinity Economy”
Evan introduces the concept of the Affinity Economy: a world where success is measured not by scale but by passion, community, and fandom. Examples include Angel, where 1.5 million members greenlight projects, and BBC Studios, which redefined KPIs to measure engagement, and loyalty instead of raw views. In this model where fandom is the new currency, the Key Passion Index replaces the outdated Key Performance Indicator.

6. Why Brands Must Follow the Fans
 In a closing exchange with the audience and PreciseTV, Evan emphasizes that brands must “go where the hearts are.” YouTube and creator-led ecosystems provide better data, transparency, and engagement than traditional CTV. Fear, generational and institutional, remains the main barrier. The solution: invest in platforms where the audience actually lives, build communities, and stop chasing metrics that only make quarterly reports look good.

Interested in sponsorship? https://forms.gle/2LCWfX2HBNT8mtpx8

Connect with us on Linkedin:

Evan Shapiro - https://www.linkedin.com/in/eshap-media-cartographer/

Marion Ranchet - https://www.linkedin.com/in/marionranchet/

The Media Odyssey Podcast - https://www.linkedin.com/company/the-media-odyssey-podcast

• (00:00) - Introduction and Audience Engagement
• (00:09) - The Evolution of Media Mapping
• (01:31) - Big Tech's Dominance in Media
• (04:05) - The User-Centric Era
• (05:35) - Generational Shifts and Media Consumption
• (09:33) - The Streaming Service Dilemma
• (12:40) - The Fragmented Media Landscape
• (15:04) - The Rise of YouTube and Creators
• (24:39) - Inoxtag: The Mr. Beast of France
• (25:10) - Angel: Community-Driven Content
• (27:34) - Dhar Mann: Scripted Content Giant
• (28:36) - The Power of Cross-Platform Content
• (30:34) - Measuring Passion in the Affinity Economy
• (35:33) - Brand Engagement and Fandom
• (39:29) - Navigating the Creator Economy
• (46:26) - Future of Media and Technology