Official Blog
2019 Brandcast stage highlights: Primetime is now personal
Thursday, May 2, 2019
Today, people want to watch videos that relate to their interests and passions – whenever they choose, on any device. For some of us, it’s guitar lessons, but for others, it’s baking their own masterpiece alongside experts like
How to Cake It.
Everyone’s
primetime is personal
, and what you watch often reflects who you are.
There’s no better place than YouTube to find the creators, music and shows that you love. And that’s why YouTube is #1 in reach and watchtime among ad-supported streaming media, according to Comscore.
1
For advertisers, this means being able to reach people who are increasingly cutting the cord. In fact, YouTube now reaches more 18 to 49 year-olds in an average week than all cable TV networks combined.
2
Tonight, at our eighth annual Brandcast event, we celebrated the creator, entertainment and music content that audiences love on YouTube. We also showcased new ways we can better help brands reach viewers in an on-demand world.
It’s all about the engagement and results
YouTube is focused on helping brands reach their audiences and drive business impact. To deliver this, we announced that Nielsen Total Ad Ratings (TAR) is now supported on YouTube. This lets brands compare YouTube and TV reach apples-to-apples.
Across the 20 Total Ad Ratings (TAR) studies we’ve commissioned with Nielsen for brands like Colgate and the U.S. Navy, YouTube has consistently driven incremental reach at a more balanced frequency compared to TV.
3
And across all Marketing Mix Modeling studies we’ve commissioned from Nielsen in the past two years that measured Google Preferred, we had greater sales per impression than TV in every one of them.
4
To give advertisers more opportunities to validate their investments, we announced that Nielsen Catalina Solutions (NCS) Sales Lift will be available for Google Preferred campaigns before the end of 2019. The tool helps brands measure the lift in offline sales for U.S. consumer packaged goods brands, and provide deeper performance insights across audiences, creative and more.
Karate-chopping the paywall: Bringing more YouTube Originals to advertisers
From Hollywood celebrities to top YouTube creators, YouTube Originals deliver the content audiences love. We saw this reflected in last year’s star-powered slate, which amassed over 2.5 billion views across 50 shows like
Will Smith's "The Jump"
or Liza Koshy’s "Liza on Demand."
5
But some of our best content was still behind the paywall, including
“Step Up: High Water,”
which achieved
unprecedented viewership
for its season two premiere, and
“Cobra Kai,”
the critically acclaimed reboot of the 1984 classic “The Karate Kid.” In its rookie season, “Cobra Kai” received 11 award nominations (including an Emmy nomination), the
Golden Tomato Award
for Best TV Drama and a 100-percent rating on
Rotten Tomatoes
– making it the
highest-reviewed reboot
of all time. And just after its season two premiere last week, which reached 20 million views in six days, Parrot Analytics confirmed Cobra Kai is the most in-demand digital original series in the world right now.
6
Today, we
announced
that all new YouTube Original series and specials will soon be available for fans around the world to watch for free with ads — just like they enjoy other content on the platform. And we are excited to confirm this includes the renewal of “Cobra Kai” for season three.
This gives advertisers more opportunities to engage with a broader audience, drive meaningful results and align with top Hollywood talent and YouTube creators.
Our new slate builds upon the success of our first two years. We’re continuing to focus on stories that delight us from our favorite personalities, inspire us through rich cultural moments and educate us on topics that matter. From returning hits like
“Kevin Hart: What the Fit”
and
“Liza on Demand”
to new shows — with
Dude Perfect
,
Markiplier
and a top secret project with
Justin Bieber
— the slate celebrates the diversity, authenticity and spirit characteristic of the YouTube community.
YouTube Originals will be available to advertisers through bespoke sponsorships or Google Preferred lineups.
More music live streams, more opportunities for brands
Last month, YouTube’s live stream of
Coachella's first weekend
was the most viewed yet, earning over 82 million live views — an increase of over 90 percent compared to 2018.
7
After nine years of success in the desert, we’re doubling down on music festivals, starting with a new two-year partnership to live stream Lollapalooza this August. In addition to the curated live stream over the four-day festival, for the first time ever, fans will get additional custom content that gives them unique access to the festivals' artists.
These key moments in music, along with other cultural events like YouTube FanFest, provide more opportunities to reach audiences with the content they are most passionate about.
The magic of Google Preferred
Google Preferred
represents among the best content on YouTube.
To help advertisers better reach their audience, we’re evolving our Google Preferred offering to reflect changing viewing habits, and help advertisers connect with those viewers where they are.
Our proprietary algorithm, the
P-Score,
looks at the
popularity
and viewer
passion of specific content
— things like the amount of repeat views and how often videos are shared to keep Google Preferred Lineups fresh. It also draws on
protection
, which places a greater emphasis on
content suitability
where Google Preferred Lineup ads will only serve on videos that are reviewed first by machine classifiers, then verified by humans.
Tonight, we shared that we’re adding two new ways to help the P-Score be even more useful to brands. There’s
platform
(for videos frequently watched on larger screens) and
production
(for content that has higher production values like advanced camera work or sound quality) to bring more high-quality inventory into Google Preferred.
Where our TV offering is going and how it’s growing
Our TV offering comes in two parts: The first is YouTube on TV screens, which is the YouTube app optimized for Internet-connected TVs. Tonight, we shared that connected TVs represent our fastest growing screen, where watch time now tops 250 million hours per day.
8
The second is
YouTube TV
, which launched two years ago to give people a new and reimagined way to enjoy cable-free live TV along with the best of YouTube content. Now with over 70 broadcast and cable channels, YouTube TV is available nationwide and will be accessible as a standalone lineup in Google Preferred this upfront season. This change, along with audience guarantees and show-level exclusions, allows advertisers to zero in on live and on-demand inventory. And most importantly, brands can go beyond demographics to reach audiences based on their interests – just like with the core Google Preferred offerings.
For today's viewers, primetime is personal. With this expanded offering, advertisers and brands can reach and influence audiences on proven platforms like YouTube.
Check out
#Brandcast
to see highlights from the night.
Kate Stanford, Head of Global Advertiser Marketing at YouTube, whose personal primetime includes
PostmodernJukebox
,
Mark Rober
and
First We Feast
.
1
Comscore OTT Intelligence and Custom Reporting based on Total Home Panel, September 2018, U.S
2
Google commissioned Nielsen study, U.S., May 2018. People age 18-49. Average weekly reach for Cable TV and YouTube (includes mobile, desktop, and living room devices)
3
"Nielsen Total Ad Ratings (TAR) Meta Analysis, including all 20 TAR US studies inclusive of YouTube in-app traffic commissioned by Google running from January 2018 to March 2019 across desktop, mobile and TV. Incremental Reach Value calculated as YouTube’s on-target incremental reach / YouTube’s Total on-target Reach. Standard Deviation 22%. On Target Frequency calculated as On Target Impressions / On Target Reach. Standard Deviation 6.5
4
Commissioned Nielsen MMM Meta-Analysis, US 2017-2018. Base: all the studies Google commissioned in 2017 and 2018 where Google Preferred Lineups was measurable, a total of 20 MMM across 3 categories. Count based on incremental offline retail sales measured as two-tailed significance > 90%. Effectiveness is defined as incremental sales per impression. Incremental offline retail sales measured for TV represents average across all TV broadcasters. calculated as On Target Impressions / On Target Reach. Standard Deviation 6.5
5
YouTube Originals YouTube Analytics, Global, Jan 2018-Dec 2018
6
YouTube Internal Data, Global, [Apr 24-30, 2019]; Parrot Analytics, [Apr 24-30, 2019]
7
Youtube Internal Analytics, Global, April 2019
8
YouTube Internal Data, Global, March 2019. Based on 90 day average of WatchTime for Living Room Devices, which include smart TVs, Roku/Apple TV, and game consoles
Trending on YouTube: Sustainable Fashion, Living and Clean Beauty
Monday, April 22, 2019
In celebration of Earth Day, we’re spotlighting some of the many creators who help the planet shine a little brighter every day. Here are six who are leading the trends around sustainable fashion, living and clean beauty today.
Sustainable Fashion
Many people are beginning to take a closer look at what they’re wearing these days - not just to make sure that their look is on trend but to examine its potential impact on the environment. Sustainable fashion haul videos have increased by over 1,300% this year!
As shoppers are looking to fill their closets in different ways, they’re turning to YouTubers to help figure out how.
Justine Leconte
is a French fashion designer who’s become a leading voice in the growing trend of sustainable fashion. Her channel gives viewers tips on
how to shop
for sustainable fashion and
how to build a sustainable wardrobe
on a budget. Justine has over 500,000 subscribers, 40% of whom subscribed just last year.
Since 2018, we’ve seen a 13x view increase on sustainable haul videos, and creators are uploading these types of videos 190% more every year. In a vintage twist, UCLA film student Ashley has found an audience of more than one million subscribers with a thrifting-focused channel called
Bestdressed
.
Fun fact: She currently has the most-viewed
“sustainable haul” video
.
Sustainable Lifestyles
Sustainable culture isn’t just about looking good; it’s also about living thoughtfully in all facets of life. From minimalists to tiny homes, van living to the zero waste community, sustainable lifestyles are on the rise at YouTube. Views for videos that provide tips for living a more eco-friendly lifestyle doubled in 2018 compared to 2017.
One of the creators driving this trend is Canadian Candace Hutchings and her channel the
Edgy Veg
. Now with over 300K subscribers, she’s introduced to her audience a revolutionary new way to approach vegetarian and vegan cuisine, as well as shown the benefits of zero-waste living.
Fun fact: Her
video with 20 tips on how to reduce waste
is the most-watched video about sustainable living last year.
Meanwhile, Austin-based creator Shelby is a self-described eco-realist who uses her channel
Shelbizleee
to showcase “zero-waste swaps.” She gives helpful everyday tips on how to replace our most commonly used items with sustainable options to lead a less wasteful lifestyle.
And other channels on YouTube (#Vanlife and #TinyHome) go even bigger than daily zero-waste tips to a complete overhaul of how we think about our homes.
Over 400K subscribers follow the adventures of
Jinti Fell
as the Australian family travels across the world in a van. The channel exemplifies the tiny home/van life ethos, a movement dedicated to reducing one’s footprint economically and materially to the bare minimum one needs to live.
Clean Beauty
Beauty creators and viewers are also looking to cleaner and healthier alternatives for their go-to beauty products. There's a lot to unpack given there's no global standard: the EU has banned 1,328 chemicals from cosmetics, but in the U.S., it’s only 11. Still, last October we saw a 7x increase in monthly views of videos with Clean Beauty in the title.
One creator in this space to watch is
Allana Davison
, a beauty and lifestyle vlogger with over half a million subscribers. She’s dedicated videos on how to do a full face using purely 100% clean beauty products.
Allana and all the other YouTubers forging ahead in sustainability have not only found a way to minimize their own environmental impact, but they've also inspired others to do the same. Mother and entrepreneur
Krystn Keller
was already a fan of clean beauty when grappling with how to help her son Elliot, who suffered from severe eczema over his entire body. His skin condition was debilitating to the point where he missed developmental milestones. Determined to find a solution, she began watching soap-making tutorials on YouTube (i.e.
The Soap Queen
) and learned how to make her own soap. After several months of trial and error, she found the perfect formula that not only helped her son, but also inspired her to create her own business,
Keller Works
. She now sells clean soap products in stores across her home state of Alabama and online.
Whether it’s a tiny swap or a big life change, we can look to YouTubers across the world to motivate us, teach us, and guide us on our way to a more sustainable life.
Posted by Earnest Pettie who recently watched
Lil Dicky - Earth (Official Music Video)
YouTube to live stream Coachella Weekend 2 for the first time ever
Thursday, April 18, 2019
For the first time ever, YouTube will keep the cameras rolling for Coachella Weekend 2 with the exclusive second weekend live stream of the festival! After a record-breaking Weekend 1 live stream earning over 82 million live views
—
an increase of over 90% compared to views in 2018
—
Weekend 2 will feature “Coachella Curated,” a new curated live stream of performances sponsored by Pantene & CALVIN KLEIN in the U.S., and Garnier and Coca-Cola in Canada. YouTube is making sure no one misses out on the action, bringing all of the “can’t miss” moments from the desert to music fans all over the world through the immersive live stream available to fans wherever they are.
First-Ever Weekend 2 Coachella Curated and Yuma Tent Live Streams (April 19-21)
Coachella Curated, hosted by Jason Bentley from KCRW, along with special guests, and available to live stream on
Coachella’s YouTube Channel
on any screen (desktop, mobile and living room) and within the
YouTube Music app
, will take a deep dive into the festival experience and deliver fans a slate of original content. Weekend 2’s curated live stream features select songs and performances from both weekends, artist interviews and commentary, mini-docs, animated adventures and more.
Coachella Curated trains its sights on artists from across the line-up and captures them both onstage and at home — spanning the globe to share stories from the homes of performers like Billie Eilish, Cola Boyy, Idris Elba, RÜFÜS DU SOL, Calypso Rose, Bob Moses, Mr Eazi, and Nina Kraviz. These traveling tales, filmed on six continents with festival founder Paul Tollett, offer a unique look at the international energy that comes together on the Empire Polo Grounds before beaming back out via YouTube.
Confirmed artists appearing in the Coachella Curated live stream display the diversity of talent taking the stage in Indio, from emerging artists Little Simz and Cola Boyy to headliner performers. The multi-genre musical menu also offers chart-toppers, such as Bad Bunny, Jaden Smith, Tame Impala, Billie Eilish, and SOFI TUKKER; festival favorites Bob Moses, Mac DeMarco and RÜFÜS DU SOL; and DJ heroes Dillon Francis, and Nina Kraviz. American acts Maggie Rogers, Khruangbin and Tierra Whack add female-fronted flavors of rock, pop, hip-hop and R&B, while international acts BLACKPINK, Los Tucanes De Tijuana, Calypso Rose, Christine and the Queens, Mr Eazi and Burna Boy showcase the borderless taste and boundary-less sounds of Coachella 2019.
Weekend 2 will also tap into the energy of the Yuma Tent, Coachella’s deep desert disco, broadcasting, for the first time, full DJ sets on a second dedicated
channel
. The Yuma stream will feature sets by Idris Elba, Guy Gerber, Nicole Moudaber, Deep Dish, Nocturnal Sunshine, and more.
Tune in April 19 - 21 starting at 5 p.m. PDT for an all-new Coachella streaming experience on
Coachella’s YouTube Channel
on any screen (desktop, mobile and living room) and within the
YouTube Music app
.
Relive Weekend 1 Through Video On Demand Performances and Interviews
Fans can also relive some of the jaw-dropping performances from Weekend 1, the most viewed Coachella live stream ever, with performance clips hosted on the
Coachella YouTube channel
and in
YouTube Music
, featuring performances from Ariana Grande, Janelle Monae, The 1975, Kacey Musgraves and more.
Also not to be missed are Weekend 1 interviews from 19-year-old robot, Miquela who spoke with
J Balvin
, King Princess, and JPEGMAFIA
—
all of which will air during the Weekend 2 live stream. Miquela spent Weekend 1 hanging out at the YouTube Music lounge as seen
here
and
here
. Tune into
@youtubemusic
and
@lilmiquela
on social this weekend for additional coverage.
Experience Coachella Through The YouTube Music App
The YouTube Music app
(
iOS,
Android
) will be home to this year’s most complete Coachella music experience with the launch of live streaming. Whether you’re at home on the couch or at the pool in Indio, you can enjoy playlists based on this year’s lineup, such as
The Lineup
,
Hip-Hop
,
Latin
, watch or listen in audio-only mode to the live stream both weekends, and check out performance clips after the festival is over on the
Coachella YouTube Music channel
.
Subscribe to
Coachella’s YouTube channel
for up-to-date information on when your favorite artists are streaming live, and follow @youtubemusic on
Instagram
and
Twitter
to watch the latest videos and relive past moments.
Enjoy YouTube Music free on Google Home speakers
Thursday, April 18, 2019
Listening to music on your Google Home speaker right out-of-the-box seems too good to be true, right? It’s not! Starting today,
YouTube Music
is offering a free experience with ads on Google Home speakers (or other Google Assistant-powered speakers).
Need a groove to get you ready for a night out? Say, “Hey Google, play Latin vibes.” Looking to kick off a dinner party or pick a power playlist for your home workout? We’ve got you covered. With YouTube Music and Google Home, you can ask Google Home to play the right music for any moment or mood, and YouTube Music will play the perfect station, customized to your tastes based upon your request.
For even more control when listening to music on smart speakers or in the YouTube Music mobile app, upgrade to
YouTube Music Premium
for $9.99/month. YouTube Music Premium on your smart speakers gives you the ability to request specific albums, songs, artists, and playlists on-demand. It also offers useful player controls, such as unlimited skips and song replay.
An upgrade to YouTube Music Premium also lets you background play music through the YouTube Music app while using other apps, and allows downloads for offline listening when you’re on-the-go. Best of all, listening is completely ad-free across every device. If you’re new to YouTube Music Premium, get a
free 30-day trial
.
We’ve made it easy to set YouTube Music as the music provider in your home. Here’s how to start:
If you already have a Google Home, navigate to Account Settings in your Google Home app, tap Services and select Music. Then, select YouTube Music as the default music service. If you are setting up a new Google Home speaker, choose YouTube Music as the default music service during the setup process.
Music fans can now listen to free, ad-supported YouTube Music on smart speakers in the United States, Canada, Mexico, Australia, Great Britain, Ireland, Germany, France, Italy, Spain, Sweden, Norway, Denmark, Japan, Netherlands, and Austria. It’ll be available in more countries soon.
For additional information, check out our
Help Center.
And if you want to enjoy YouTube Music everywhere and anywhere, download the YouTube Music app in the
Play Store
or
App Store
.
James Goddard, Software Engineer for YouTube Music, who recently listened to
“Lost”
by Dermot Kennedy
Updates to YouTube TV: More content and a new price
Wednesday, April 10, 2019
Two years ago, we launched YouTube TV to bring the best of live TV, delivered the way you want. Since then, we’ve been working to build a package that fits your needs. We expanded
nationwide,
added 10+
new channels
, improved our
DVR
and launched
new features
to take your viewing experience to the next level.
As we continue to listen to you and build a best-in-class content and product experience, we have a few updates to share today.
We’ve been listening when you asked for the Discovery network brands. Today, we are excited to announce that we're bringing eight of your favorite channels to YouTube TV: Discovery Channel, HGTV, Food Network, TLC, Investigation Discovery, Animal Planet, Travel Channel, and MotorTrend. We’ll also be adding OWN: Oprah Winfrey Network later this year. In addition, EPIX is now available for an additional charge.
This means that you’ll be able to follow along on the adventures of Sig Hansen and Captain Keith Colburn on "Deadliest Catch," watch as Drew and Jonathan Scott create dream homes on "Property Brothers," and celebrate as Randy Fenoli and the Kleinfeld crew help brides in "Say Yes to the Dress." Add EPIX to watch Max Easton and his team at MI6 as they look to save the world on "Deep State," or catch up on the earlier exploits of another British agent in "Moonraker."
In keeping with our goal of giving you the content you want
—
when you want it
—
YouTube TV now includes 70+ networks, 6 accounts per household (each with its own unique recommendations and cloud DVR with no storage space limits), and 3 concurrent streams. It's all included in the base cost of YouTube TV. We also provide complete local affiliate coverage, with local feeds from all of the four largest broadcasters in over 90% of the markets where YouTube TV is available, and three of four stations in all the rest. And you can watch YouTube TV on any screen
—
mobile devices, tablets, computers and TVs. We will continue to expand the list of supported devices.
To keep bringing you the best service possible, we’re updating our membership price to $49.99/month. The price for members billed through Apple will be $54.99/month. This new price takes effect today, April 10, for new members. Existing subscribers will see these changes reflected in their subsequent billing cycle on or after May 13.
Posted by Christian Oestlien, Vice President of Product Management, YouTube TV
YouTube delivers Coachella 2019 to millions of global music fans with official two-weekend live stream
Monday, April 8, 2019
For the ninth year in a row, YouTube continues to take the magic of Coachella beyond the Indio desert and into the homes and phones of millions of people around the world with the exclusive two-weekend live stream of Coachella 2019. YouTube is providing a global stage for artists and fans to connect with live stream performances from headliners to some of the biggest artists on the rise, including Childish Gambino, Ariana Grande, Tame Impala, Kacey Musgraves, Billie Eilish, BLACKPINK, Juice WRLD, Kid Cudi, Wiz Khalifa, Gryffin, Maggie Rogers, Chvrches Little Zimz, Cola Boyy and many more.
YouTube Music is turning it up a notch at Coachella 2019, making sure music fans — no matter where they are — can enjoy the world’s preeminent music festival in convenient and immersive new ways.
Weekend 1 Live Stream (April 12-14)
YouTube’s Weekend 1 live stream, presented by T-Mobile in the U.S., and Garnier and Coca-Cola in Canada, will give music fans around the world the best seats in the desert for groundbreaking performances from their favorite artists when they tune into
Coachella’s YouTube Channel
on any screen (desktop, mobile and living room) and within the
YouTube Music app
.
Fans tuning in will have their choice of three live stream feeds with different artists performing simultaneously. Programming starts at 4 p.m. PT on Friday, April 12, and runs through the weekend. To ensure you don’t miss your favorite performance,
personalized viewing schedules can be created
and live stream channels will automatically change to artists selected by fans.
Highlights from the weekend will be available through a video-on-demand hub, with co-hosts Nadeska Alexis, Valerie Lee, and special guests to bring fans interviews with artists and creators from throughout the festival.
First-Ever Weekend 2 Coachella Curated Live Stream (April 19-21)
For the first time ever, YouTube Music and Coachella will keep the cameras rolling on weekend 2, with a carefully curated live stream sponsored by Pantene and CALVIN KLEIN in the U.S., and Garnier and Coca-Cola in Canada. Coachella Curated, hosted by Jason Bentley from KCRW, will take a deep dive into the festival experience and deliver fans a slate of original content—encore and live performances, artist commentary, mini-docs, animated adventures and more—to accompany the best bits of live music and in-studio interviews with Coachella performers.
Coachella Curated sets its sights on artists from across the line-up and captures them on-site and off, spanning the globe to share stories from the homes of headliner performers, festival favorites and newly discovered talent. These traveling tales—filmed on six continents with Coachella’s Paul Tollett—offer a unique look at the multinational energy that comes together on the Empire Polo Grounds before beaming back out via YouTube.
Confirmed artists appearing in the Coachella Curated live stream display the diversity of talent taking the stage in Indio. Weekend 2 programming and live stream schedule will be available soon.
Experience Coachella Through the YouTube Music App
The
YouTube Music app
(
iOS
,
Android
) will be home to this year’s most complete Coachella music experience with the launch of live streaming. Whether you’re at home on the couch or at the pool in Indio, you can enjoy playlists based on this year’s lineup, such as
The Lineup
,
Hip-Hop
, and
Latin
. Watch or listen in audio-only mode to the live stream both weekends, and check out performance clips after the festival is over.
Live from New York City’s Times Square
YouTube will make history with a first-ever broadcast of a festival live stream on New York City’s iconic Times Square big screen, giving East Coast music fans a chance to gather together and share in the Coachella experience. YouTube will stream BLACKPINK’s highly anticipated performance on The Beast screen in Times Square at 11:50 p.m. ET on Friday, April 12, 2019.
Miquela Interviews Performers at Coachella 2019!
2019 will go down as
Lil Miquela's
first-ever appearance at Coachella and first time hosting on video! The 19-year-old robot is teaming up with YouTube Music to host artist interviews with 2019 Coachella performers, including J Balvin, King Princess, and more. Check out her interviews during the webcast on
Coachella’s YouTube Channel
and across @youtubemusic and @youtube on social media.
Subscribe to
Coachella’s YouTube channel
for up-to-date information on when your favorite artists are streaming live, and follow @youtubemusic on Instagram and Twitter to watch the latest videos and relive past moments.
Take a look inside our YouTube House
Tuesday, March 26, 2019
It’s morning here at the YouTube House in New York City, and we’re getting ready for a packed day inside our first-ever experiential house.
It’s a pop-up, and since we know most of you are tuning in from far away, we wanted to give you a behind-the-scenes tour of our temporary digs. In the video below, you’ll see how YouTube isn’t just a place for watching random videos, but a community where people congregate for music, fitness, food, culture, and so much more.
See if you can spot some guest appearances from
The Fitness Marshall
and
Laura in the Kitchen
, too!
— The YouTube Team
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