Five years ago, the industry was discussing the supposed death of TV, but now the discourse has been replaced by debate around what TV actually is. This is primarily driven by the prevelance of YouTube on TV screens, says Alex Debenham-Burton, Sales Director at Silverpush.
Although not all YouTube content is “fit for TV”, there is TV on the platform, argues Debenham-Burton. And those lines are becoming increasingly blurred; not only have UK broadcasters leant into the channel for distribution, but influencers such as MrBeast have crossed over into mainstream TV.
In this interview, Debenham-Burton examines the value of YouTube content to advertisers, the risk of missing out on those audiences, and the need to help agencies identify that TV-like content. Filmed at Video Rise 2025 in Prague.
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