The VAB examined YouTube enthusiasts’ emotional relationship between ad-supported TV and original YouTube content. The report shows that while YouTube Enthusiasts have an inherent affection for the YT platform, it doesn’t mean they exclusively desire only digital-based, UGC content. They are video addicts that are highly engaged with content across platforms including long-form, professionally-produced episodic programming from ad-supported TV.
The paper explors the roots of brand-safety issues on YouTube. The document analyses the online video juggernaut’s content structure, how its model contributes to ongoing brand safety challenges, where threats exist on the platform, and the current opportunities for advertisers to safely use the platform at scale.