YouTube will be prominently featured at the 41st Mipcom, held in Cannes from October 13-16, marking its significant role in the television industry. Pedro Pina, vice president of YouTube for EMEA, will deliver a keynote address, and YouTube will host multiple workshops and events. The platform has grown to account for 12.8% of U.S. TV viewing, surpassing Netflix, while traditional broadcast networks have dropped below 20%. This year, creator-driven platforms are anticipated to receive over half of content-driven advertising dollars, emphasizing a shift in media consumption.
YouTube will be given pride of place at the 41st Mipcom, showcasing its vital role in the international television industry during the global TV trade fair in Cannes.
Pedro Pina stated, 'The Mipcom Cannes partnership marks a significant milestone as we celebrate our 20th anniversary,' indicating a strategic focus on international collaborations.
YouTube's share of TV viewing in the U.S. reached 12.8% in June, surpassing Netflix's 8.3%, as traditional broadcast networks fell below 20%.
More than half of all content-driven ad dollars will go to creator-driven platforms like YouTube, TikTok, and Instagram, as per WPP Media forecasts.
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