YouTube Owns The Living Room But Brands Are Missing Out
Creator Economy

YouTube Owns The Living Room But Brands Are Missing Out

YouTube has surpassed traditional TV in U.S. watch time, yet many brands still view it as mere digital media. This disconnect is hindering their cultural relevance and commercial success, highlighting the need for a strategic shift in brand engagement.


How has YouTube's position in TV viewing changed, and why do many brands still not recognize it as television?
YouTube has surpassed Disney in total TV viewing time, with its share of time spent watching TV on screens increasing by approximately three percentage points over 18 months. For consumers under 30 years old, YouTube is the primary service for watching content on TV screens. Despite this dominance, many advertisers and brands continue to classify YouTube as digital media rather than television, creating a significant perception gap. This disconnect stems from YouTube's algorithmic, on-demand nature contrasting with traditional broadcast TV's scheduled, synchronous viewing model. However, the data is clear: YouTube is now the most important streaming company from a consumer perspective, yet brands have not fully adjusted their marketing strategies to reflect this reality.
Sources: [1], [2]
Why is YouTube's growth in living room viewing particularly significant for brand strategy, and what are the commercial implications?
YouTube's expansion into TV-set viewing represents a fundamental shift in where and how audiences consume entertainment content. The platform's reach among children aged 4-15 over-indexes by 72% compared to their share of the population, while simultaneously expanding into older age groups, with TV-set reach among viewers 55+ nearly doubling since 2022. This broad demographic penetration means brands that continue treating YouTube as a secondary digital channel are missing opportunities to reach audiences during prime entertainment consumption moments. The commercial stakes are high: while YouTube's current monetization models don't yet match traditional broadcast TV's profitability, advertisers are increasingly following viewers to digital platforms and reallocating budgets accordingly. Brands that fail to recognize YouTube as a primary television medium risk losing cultural relevance and commercial effectiveness as consumer behavior continues to shift away from traditional linear TV toward streaming platforms.
Sources: [1], [2], [3]

26 February 2026

Forbes - Innovation
HBO Max’s password-sharing crackdown is about to get worse
News

HBO Max’s password-sharing crackdown is about to get worse

HBO Max plans to intensify its crackdown on password sharing starting in 2026, as revealed by Warner Bros. Discovery during an earnings call. The company will also cease reporting HBO Max subscriber numbers to boost its subscriber count.


What is an 'HBO Max household' and how does it relate to password sharing?
An HBO Max household is a collection of devices connected to the same home network that can stream using one account. Sharing credentials with people outside this household, such as family at a different location, violates policy and may limit access; they must create their own accounts.
Sources: [1], [2]
Why is Warner Bros. Discovery stopping the reporting of HBO Max subscriber numbers?
Warner Bros. Discovery plans to cease reporting HBO Max subscriber numbers, following Netflix's lead from Q1 2025, to focus on overall growth while expecting to reach 150 million subscribers by year-end despite the change.
Sources: [1]

26 February 2026

Android Authority
News

Android 17 Beta 2 just dropped for Pixel testers

Google has released Android 17 Beta 2 for Pixel 6 and newer devices, just weeks after the initial beta. With Platform Stability expected in March, the update keeps Google’s Pixel phones relevant amid Samsung's Galaxy S26 launch.


Which Pixel devices can install Android 17 Beta 2?
Android 17 Beta 2 is available for Pixel 6 and newer devices, including Pixel 6 series, Pixel 7 series, Pixel 8 series, Pixel 9 series, Pixel 10 series, Pixel Fold, Pixel Tablet, and Pixel 9a, but excludes the yet-to-launch Pixel 10a.
Sources: [1]
What is Platform Stability in Android betas, and when is it expected for Android 17?
Platform Stability means the APIs are frozen, allowing developers to finalize apps targeting the new version, with no further breaking changes expected before stable release; for Android 17, it is anticipated in March.
Sources: [1]

26 February 2026

Android Authority
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