That’s the way digital video platform optimizer Pixability describes YouTube in its just-released 2018 State of Digital Video report.
The statement is derived from the fact that YouTube already generates 14% of its views through some form of over-the-top (OTT) device, including connected TVs such as Roku, Apple, Google’s Chromecast or a variety of off-the-shelf “smart TVs.”
“This shows that advertisers are reaching leaned-back, engaged consumers in the living room for a fraction of the cost of linear TV,” Pixability notes, adding: “While YouTube is a sleeping giant in the living room viewing space, the platform will upend the OTT industry when it rolls out OTT reporting — until then, advertisers can only measure their reach among living room audiences through technology partners. In addition, YouTube and Facebook video campaigns tend to reach mobile users nearly three times as often as desktop users.”
The report offers a deep dive into digital video consumption patterns, including a fascinating analysis (below) showing the peaks and valleys by platform throughout the day.