There’s plenty of data showing YouTube’s growth on the TV screen. But in conversations around CTV, YouTube is sometimes viewed separately from the broadcasters and other companies which air professionally produced content says Steve Barnes, sales director at Channel Factory.
Some in the industry believe that YouTube, where user-generated content plays such a big role, isn’t really fit for TV, and so shouldn’t be considered for TV budgets. But Barnes argues that it’s up to consumers to decide what content is truly ‘fit for TV’. And given YouTube’s high levels of CTV viewership, audiences seem to believe YouTube fits the bill.
In this interview Barnes explains why he believes YouTube should be a bigger part of the CTV conversation, and also discusses where he would like to see progress made in cross-media measurement. Filmed at New Video Frontiers 2025 in London.
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