Television and YouTube are increasingly vying for audience attention. In the US, YouTube’s CEO Neal Mohan recently stated that more YouTube viewing now happens on TV screens than on any other device, including mobile. Meanwhile, in the UK, linear broadcasts still bring in large simultaneous audiences - especially for prime-time shows and major sporting events. Observers wonder if YouTube can replace TV or whether the two serve different yet complementary roles.

Despite stereotypes that 18–24-year-olds only watch short clips, recent data (shown in the above graph) shows they increasingly prefer longer content, such as podcasts, extended commentaries, and documentary-style videos. These multi-hour formats challenge the assumption that younger viewers have minimal attention spans. For broadcasters, it confirms that the high-production, long-form model of TV can still resonate with an audience raised in the digital era.

Broadcast TV remains unrivalled in delivering large, live audiences, which is an invaluable draw for brand-building campaigns, and its regulated environment provides advertisers with a high degree of certainty. However, it’s increasingly outdated to assume YouTube lacks high-quality, brand-safe content. Major broadcasters such as Sky Sports have adapted to online viewing habits by producing YouTube-exclusive content, ranging from podcasts and live streams to reaction videos, which often match or exceed daytime TV standards in production value. This evolution underscores how YouTube is becoming more “TV-like,” while retaining the on-demand flexibility that appeals to younger audiences. For traditional broadcasters, strategically posting highlights or teasers on YouTube can capture digital-savvy viewers, while developing proprietary streaming services ensures they retain control over revenue and audience data.

Both TV and YouTube follow a “hits” model (see above). On YouTube, a small percentage of videos get massive attention, while on TV, prime-time shows and marquee sports attract the biggest audiences. For large demographic-led ad buys, this uneven distribution isn’t typically an issue - there’s enough scale to go around. However, niche or highly targeted campaigns can be more complex on YouTube’s fragmented “long tail,” mirroring the challenges of direct-response TV buying, where channel lists and geo-targeting overlays must be meticulously managed to balance relevance and delivery.

It’s also important to note that fewer than 0.21% of YouTube’s total videos are monetised. Among that monetised portion, the vast majority provide sufficient scale and brand-safe contexts for advertisers who rely on specialist agencies or advanced targeting solutions. This helps ensure the content aligns with brand values, allowing precise audience outreach while avoiding the pitfalls of a more fragmented environment than broad, mass-market advertising typically entails.

YouTube Premium, which eliminates ads, has grown in both the UK and US but remains a smaller slice of the platform’s user base. For advertisers, these ad-free viewers are effectively unreachable with standard pre-roll or mid-roll placements. In response, many creators - particularly those producing hour-long discussions or commentary - have adopted host-read sponsorships. By weaving sponsor messages into the content itself, they circumvent both ad-blockers and Premium’s no-ads policy, ensuring brands can still engage high-value audiences. This approach mimics traditional TV sponsorships yet leans on the personal connection between creator and viewer.

Consumer trust varies by platform. Research shows about 30% of consumers trust TV advertisers to follow through on promises, outpacing social media and video-sharing sites. By contrast, 40% of respondents hold negative views of online ads, citing irrelevance or excessive repetition. TV ads, meanwhile, tend to inspire higher recall and positive sentiment, even among ad-sceptics. For brands leveraging YouTube, well-integrated sponsorships can alleviate some of these concerns by aligning with creators who already enjoy viewer goodwill.

“TV is dead” has been overblown. Television still garners robust, regulated audiences, while YouTube excels at personalised, interactive formats. People frequently blend both in their daily routines, for example, watching a live football match on TV and then switching to YouTube for extended commentary or post-match analysis. Marketers can capitalise on these habits by pairing prime-time TV campaigns with strategic YouTube buys. Broadcasters, similarly, can release highlights online to entice digital audiences who rarely switch on linear channels. Leveraging each platform’s strengths amplifies overall reach and effectiveness.

Netflix and Amazon Prime dominate subscription services, while connected TV platforms like Roku or Pluto TV offer ad-supported “linear-like” streaming. Crunchyroll caters to anime fans, and Twitch is a go-to for live gaming streams. All vie for time on the living room TV which was once solely the domain of traditional broadcasts. YouTube stands among these competitors, underscoring that the contest isn’t just TV vs. YouTube; its many digital platforms jostling for attention.