Official Blog
Video is everywhere – helping brands find their audience in the era of convergence
Sunday, April 29, 2018
With cord-cutting on the rise, brands have been looking for new ways to connect with an important part of their audience that are harder than ever to reach. According to fresh Nielsen data, more than half of 18- to 49-year-olds in the U.S. are either light viewers of TV or do not subscribe to TV; but over 90 percent of these people watch YouTube.
1
Today we’re introducing a new set of opportunities on YouTube to help brands reach these viewers across content and devices.
YouTube audiences on TV screens
We’re amidst the second major shift in how people watch video on YouTube. In the past few years, we witnessed mobile viewership exceed desktop, marking the first major shift in how people interacted with YouTube. Now, in 2018, viewers are returning to that original, purpose-built device for video viewing – the television set.
At YouTube we’ve brought people back to the big screen by building a rich YouTube experience for set-top boxes, gaming consoles, streaming devices and smart TVs of all stripes. And now TV screens are our fastest growing screen counting over 150 million hours of watch time per day.
2
We heard from advertisers that they want in so we have been working to make it easy for you to find your most engaged, valuable audience while they are watching YouTube on a TV set, with the new
TV screens device type
. In the coming months, we’ll add TV screens – joining computers, mobile phones and tablets – to AdWords and DoubleClick Bid Manager, so advertisers globally can tailor their campaigns for this environment – for example, by using a different creative.
We’ve already seen that people react positively to ads on the TV screen – based on Ipsos Lab Experiments, YouTube ads shown on TV drove a significant lift in ad recall and purchase intent, with an average lift of 47 percent and 35 percent respectively.
3
YouTube audiences on every screen
And for brands who want help reaching cord cutters, we now offer a new segment in AdWords and DoubleClick Bid Manager called “light TV viewers.” Advertisers will be able to reach people who consume most of their television and video content online and might be harder to reach via traditional media. This audience is reachable on YouTube across computers, mobile, tablets, and TV screens.
Welcoming YouTube TV to Google Preferred
Last year we launched
YouTube TV
, a new way to enjoy cable-free live TV. Now a year in, YouTube TV continues to gain momentum – we’ve recently added new networks to our service, expanded availability to over 85 percent of U.S. households in nearly 100 TV markets, and announced partnerships with major sports leagues. For the first time, this upcoming broadcast season advertisers will be able to access full length TV inventory in Google Preferred.
Content from some cable networks in the U.S. will be part of Google Preferred lineups so that brands can continue to engage their audience across all platforms. This means advertisers will be able to get both the most popular YouTube content and traditional TV content in a single campaign – plus, we’ll dynamically insert these ads, giving advertisers the ability to show relevant ads to the right audiences, rather than just showing everyone the same ad as they might on traditional TV.
As marketers continue to break the silos and think of holistic media plans, we’re excited to enable the opportunity. Because while TV screen viewing is big and growing fast, video is everywhere and the key is connecting with viewers wherever they watch.
Posted by Debbie Weinstein, Managing Director, YouTube/Video Global Solutions
1
Google commissioned Nielsen custom fusion study. Desktop, mobile and TV fusion. TV measurement of television distribution sources and total minutes watched. Reach among persons 18-49. Light TV viewers represent the bottom tercile of total TV watchers based on total minutes viewed. October 2017.
2
YouTube Internal Data. Global, accurate as of Jan 2018. Based on seven day average of watch time for TV screen devices, which include smart TVs, Roku/Apple TV and game consoles.
3
Google/Ipsos Lab Experiment, U.S., March 2018 (32 ads, 800 U.S. residents, 18-64 y/o)
Introducing new choices for parents to further customize YouTube Kids
Wednesday, April 25, 2018
When we launched the YouTube Kids app three years ago, our goal was to give kids around the world a place to access videos that were enriching, engaging and allowed them to explore their endless interests.
Since then, our team has continued to work to improve the app experience for kids and families around the world. One area of focus has been building new features that give parents even more control around the content available in the YouTube Kids app so they can make the right choice for their unique family and for each child within their family.
We are excited to announce that throughout the year, we will be rolling out three new options in YouTube Kids:
Collections by trusted partners and YouTube Kids
: Starting this week, our partners and the YouTube Kids team will offer collections of trusted channels on a variety of subjects from arts & crafts and music to sports, learning, and so much more. This makes it easy for parents to select only the channel collections and topics they want their kids to access. Just go into Profile Settings, and select from available collections such as Sesame Workshop and PBS KIDS. We will continue to add more partners over time.
Parent approved content
: Parents know better than anyone what they want their children to watch. For those parents who want even more control over the videos and channels in the YouTube Kids app, we’re rolling out a feature later this year that will allow parents to specifically handpick every video and channel available to their child in the app.
Improved search-off control for an even more contained experience
: Parents have always been able to turn search off within the YouTube Kids app, but starting this week turning search off will limit the YouTube Kids experience to channels that have been verified by the YouTube Kids team. This means that search off will not include recommendations from the broader YouTube Kids corpus.
For parents who like the current version of YouTube Kids and want a wider selection of content, it’s still available. While no system is perfect, we continue to fine-tune, rigorously test and improve our filters for this more open version of our app. And, as always, we encourage parents to block and flag videos for review that they don't think should be in the YouTube Kids app. This makes YouTube Kids better for everyone.
It is our hope that these additional options will allow every family to have the experience they want in the YouTube Kids app.
James Beser, Product Director for YouTube Kids, recently watched "
Photosynthesis for Kids
" on the Kids Learning Tube channel with his 2nd grade daughter.
More information, faster removals, more people - an update on what we’re doing to enforce YouTube’s Community Guidelines
Monday, April 23, 2018
In
December
we shared how we’re expanding our work to remove content that violates our policies. Today, we’re providing an update and giving you additional insight into our work, including the release of the first YouTube Community Guidelines Enforcement Report.
Providing More Information
We are taking an important first step by releasing a
quarterly report
on how we’re enforcing our
Community Guidelines
. This regular update will help show the progress we’re making in removing violative content from our platform. By the end of the year, we plan to refine our reporting systems and add additional data, including data on comments, speed of removal, and policy removal reasons.
We’re also introducing a
Reporting History dashboard
that each YouTube user can individually access to see the status of videos they’ve flagged to us for review against our Community Guidelines.
Machines Helping to Address Violative Content
Machines are allowing us to flag content for review at scale, helping us remove millions of violative videos before they are ever viewed. And our investment in machine learning to help speed up removals is paying off across high-risk, low-volume areas (like violent extremism) and in high-volume areas (like spam).
Highlights from the report -- reflecting data from October - December 2017 -- show:
We
removed over 8 million videos
from YouTube during these months.
1
The majority of these 8 million videos were mostly spam or people attempting to upload adult content - and represent a fraction of a percent of YouTube’s total views during this time period.
2
6.7 million were first flagged for review by machines
rather than humans
Of those 6.7 million videos,
76 percent were removed before they received a single view
.
For example, at the beginning of 2017, 8 percent of the videos flagged and removed for violent extremism were taken down with fewer than 10 views.
3
We introduced machine learning flagging in June 2017. Now more than half of the videos we remove for violent extremism have fewer than 10 views.
The Value of People + Machines
Deploying machine learning actually means more people reviewing content, not fewer. Our systems rely on human review to assess whether content violates our policies. You can learn more about our flagging and human review process in this video:
Last year we committed to bringing the total number of people working to address violative content to 10,000 across Google by the end of 2018. At YouTube, we've staffed the majority of additional roles needed to reach our contribution to meeting that goal. We’ve also hired full-time specialists with expertise in violent extremism, counterterrorism, and human rights, and we’ve expanded regional expert teams.
We continue to invest in the network of over 150 academics, government partners, and NGOs who bring valuable expertise to our enforcement systems, like the
International Center for the Study of Radicalization at King’s College London
,
Anti-Defamation League
, and
Family Online Safety Institute
. This includes adding more child safety focused partners from around the globe, like
Childline South Africa
,
ECPAT Indonesia
, and
South Korea’s Parents’ Union on Net
.
We are committed to making sure that YouTube remains a vibrant community with strong systems to remove violative content and we look forward to providing you with more information on how those systems are performing and improving over time.
-- The YouTube Team
1
This number does not include videos that were removed when an entire channel was removed. Most channel-level removals are due to spam violations and we believe that the percentage of violative content for spam is even higher.
2
Not only do these 8 million videos represent a fraction of a percent of YouTube's overall views, but that fraction of a percent has been steadily decreasing over the last five quarters.
3
This excludes videos that were automatically matched as known violent extremist content at point of upload - which would all have zero views.
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