Is YouTube backtracking from TV?

YouTube just changed the rules regarding its view metric, counting views the second a video or Short begins as opposed to after a certain amount of engagement, likely causing a dramatic spike in viewership without an increase in watch hours. On the surface, it feels like a step away from modern measurement metrics – which focus more on engagement rather than impressions – but it might point to a deeper repositioning of the platform. On this episode of the Performance Marketing Unlocked podcast, PMW's Editor Robin Langford joins host Joe to discuss whether or not YouTube is pivoting away from being a streamer towards re-focusing on its bread and butter, social video. This podcast was hosted by PMW's Deputy Editor, Joseph Arthur. ~ Episode breakdown ~ (2:39) Why did YouTube just change its view threshold? (8:22) Should creators be concerned? (12:52) Are TV Home Screen ads as effective as advertisers hope? ~ Further reading ~ YouTube changes view count metric and doubles monetisation threshold Did YouTube just ruin the view? Teads and Hisense OS V partner on 10-day Black Friday TV home screen takeover Hosted on Acast. See acast.com/privacy for more information.