Like every year, it comes YouTube Brandcastthe annual event where the company celebrates the diversity of its ecosystem and where it announces some of the most important results they have had throughout the year.
On this occasion, YouTube revealed that the generation Zthe campaigns within the platform and the innovations of the Generative AI have had great relevance.
In countries like Mexicohas positioned itself as the leading platform for streaming “Thanks to its catalog of content with varied formats, genres and interests, which cover various topics, such as sports, culture, beauty, video games and entertainment,” he points out. YouTube.
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According to Comscore’s CTV (Connected TV) survey, in October 2023, 87% of respondents in Mexico indicated that YouTube was the streaming service most viewed, representing an increase of 18 percentage points compared to the previous year’s results.
Furthermore, the platform It reached more than 70 million people in Mexico over 18 years of age in July 2024, according to a Kantar survey.
This has positioned it as a leading platform and for this, there are some trends that have allowed its growth.
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YouTube revealed that the fandom culture has acquired important relevance within its ecosystem, “becoming a compass for creators and brands.”
That is because 74% of viewers in Mexico feel a special connection with the YouTube creatorsrevealed a Kantar survey.
The context has generated that more and more fans make content on the platform about the content uploaded by users. content creatorswhich has resulted in success.
A SmithGeiger study conducted in Mexico points out that 94% of fans use YouTube to consume content about the person or topic they are a fan of at least once a week.
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Furthermore, 59% of the Generation Z They agree that watching a massive event feels incomplete without the reactions, comments and content related to the event.
To this, we must add that the artificial intelligence has played an important role in creating content for the platform.
For example, it recently presented different innovations promoted with IA as I see that it allows creators to generate more sophisticated videos and short clips easily.
He multiformato It is one of the pillars of YouTube. In this ecosystem, television has played an important role thanks to the increase in Smart TVs that have allowed users to consume content more easily and from the comfort of their homes.
A TAR meta-analysis commissioned from Nielsen indicates that on average, 51.5% of the target audience reached by YouTube It was incremental to the reach achieved by television.
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