The Amp The Amp Podcast: YouTube’s Role in the Future of Television
4 snips
Jul 9, 2025 
Rahul Patel, Principal Analyst, and Daniel Monaghan, Senior Research Manager at Ampere Analysis, along with Josh Rustig, Senior Analyst, dive into YouTube’s rising influence on the television landscape. They discuss the fascinating shift of viewers embracing long-form content on YouTube, challenging traditional broadcasters. Insightful consumer survey data reveals how diverse age groups are drawn to the platform. Plus, they explore lucrative partnerships with broadcasters and YouTube's evolving monetization strategies, reshaping media consumption for the future.
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YouTube's Massive Reach and Smart TV Growth
- YouTube is hugely popular, used by 84% of internet users monthly and over half daily globally outside China.
- Its smart TV usage is rising, supporting more long-form content viewing traditionally associated with TV.
YouTube's Shift to Long-Form Quality Content
- Over a third of YouTube users watch professionally produced long-form content like TV shows and documentaries.
- This trend is especially strong in APAC and LATAM, less so in Western Europe due to stronger BVOD competition.
YouTube's Expansive Competitive Landscape
- YouTube competes against almost all media: from TVOD, SVOD aggregation, live TV, sports rights, to music and podcasts.
- It pursues a 'more is more' strategy, simultaneously focusing on long-form and short-form content including Shorts.