As streaming video overtakes traditional TV viewership (Nielsen), brands must consider how ads will appear on the big screen rather than just on mobile. Leverage the reach and new ad features of YouTube and YouTube TV to maximise visibility and tap into key cultural moments. See WGSN’s Event Strategy platform for more on which events you should invest in.

• Create campaigns that more closely align with TV marketing strategies to reflect how consumers are increasingly engaging with YouTube and YouTube TV via connected TV (CTV) on larger devices. In 2024, ad spend on digital video exceeded that on linear TV for the first time, and 43% of YouTube ad spending during Q1 2025 was directed to TV screens, ahead of mobile and almost double the share from the previous year (Tinuiti)
• Look for ad space during live events and leverage multi-layered marketing strategies to connect with expanded audiences as the platform cements itself as an entertainment hub. For example, in 2025, the WWE brought back Saturday Night’s Main Event with a championship between Jey Uso and Logan Paul, which was aired for free on YouTube, even as the wrestling company made the move to Netflix early in 2025
• Experiment with YouTube’s new, enhanced shoppable connected TV (CTV) offering, which includes a new interactive product feed, as the rise of livestream shopping converges with the rise of CTV. Since consumers are often simultaneously consuming content on other devices, this feature allows consumers to send ad information from their TV to the YouTube app on mobile devices. This new feature has potential, as YouTube campaigns on CTV generated over 50m monthly average conversions in Q4 2024 (Kantar)

Create videos with playful storytelling and dialogue aimed at engaging consumers who prefer interacting with brands through conversations rather than product-driven communications.

• Co-create with established entertainment creators to win over their engaged audiences. Consumers are more likely to positively respond to brands that collaborate with their favourite creators, with 58% of French YouTube users agreeing they want to support creators by watching ads on their videos (Think With Google)
• Take inspiration from YouTube creator content and host interactive challenges, Q&As and competitions. Lean into humour and absurdity to spark joy, as consumers find comfort in humorous content in the midst of social and economic stressors. Consider the popularity of comedians such as Alan Chikin Chow, whose YouTube channel is one of the most popular on the platform, with 93m subscribers
• Leverage livestreaming as a medium to link brand content with entertainment. Consider hosting livestreams around key cultural events to position your brand as a driver of conversations around pop culture, and make content interactive to build deeper connections and audience retention. Even alongside platforms such as Twitch and TikTok Live, YouTube Live is the most-watched platform in the streaming industry, as it hosts a significant share of non-gaming content, including sports and news broadcasts (Stream Charts)

Leverage long-form content, which has long thrived on YouTube, to foster deeper connections with consumers. A US study found that more than 51% of Gen Z say long-form social content is one of their favourite formats (eMarketer)

• Cultivate emotional engagement through serialised content that aligns with your brand values and beliefs. This can deepen connections and attract consumers who prefer slower, more meaningful content over short videos. A global study found that 33% of marketers believe long-form content increases ROI (Billion Dollar Boy)
• Engage consumers with in-depth edutainment (a fusion of educational content and entertainment). Use tactics including tutorials, interviews or podcasts to educate your audience about your brand. A 2024 study found that people watch ‘how-to’ videos more than any other type (Wistia)
• Break down longer videos into small clips that highlight key moments to enhance search and discovery. Repurposing videos for YouTube Shorts is an effective way to introduce consumers to longer-form content, especially those accustomed to shorter formats. Additionally, they can be leveraged as a promotional tool by teasing upcoming content, building anticipation and encouraging consumers to return to social channels

Work creator-led content into multi-layered marketing strategies. YouTube remains a lucrative hub for content creation, having paid more than $70bn to creators, artists and media companies in the three years prior to January 2024 (YouTube)

• Develop product drops with emerging and established creators. Fashion and lifestyle brands should consider limited-edition collections to develop relationships with creators and their devoted fans. Creators are expanding to embark on new ventures, and capitalising on cross-industry collaborations will mean brands can expand reach as creators continue to build out their brand universes
• Pay attention to new tools that the platform releases to ensure you’re making the most of sponsorship and ad opportunities within the platform. YouTube has introduced new features to connect brands with creators, such as a partnership hub and partnership ads
• Leverage the increasing interest in sports by partnering with top athletes on the platform. Prominent YouTubers are teaming up with sports stars for cross-brand collaboration. Yahoo Sports’ app sponsored Mr. Beast’s video featuring Cristiano Ronaldo and Tom Brady, which has garnered more than 284m views on YouTube. Don’t forget about niche sports and college athletes, too