Navigating the Shift: Lessons from a Brand’s Move from TV to YouTube Ads

In July 2024, Nielsen’s The Gauge™ report revealed a significant milestone: streaming now accounts for 41.5% of total TV usage, a 5% increase from June and the highest recorded share of time ever by Nielsen. Leading the charge is YouTube, outpacing competitors like Netflix, Prime Video, and Hulu. Streaming’s dominance means that your audience is spending less time with traditional TV and more time on platforms like YouTube. The implications are clear: If your advertising strategy is still rooted in traditional TV, you’re missing a significant portion of your audience. The question isn’t just whether to shift to digital but how to do it effectively.