YouTube held its annual Brandcast event for advertisers on Wednesday at the Lincoln Center Theater in New York City. Some significant innovations to its popular video sharing and social media platform were revealed.
Nielsen Media Research data says that YouTube reaches over 150 million people on connected television in the United States, and its latest Gauge Report divulges YouTube (excluding YouTube TV) as having the largest share of the streaming audience (8.1%), with its usage increasing by 1.5%. As a result of the data, YouTube is introducing 30-second non-skippable advertisements to YouTube Select, giving users one experience instead of consecutive 15-second advertisements and implementing artificial intelligence technology into its software. The company also outlined plans for NFL Sunday Ticket, the property with which it struck a seven-year deal worth $2 billion annually, and its growing partnership with the NFL.
“The fact is, millions of football fans are on YouTube to catch all things NFL,” said NFL Commissioner Roger Goodell while appearing at the event. “This partnership will build on the success we’ve seen on YouTube’s platforms with our most sought-after content.”
Viewership of NFL content in 2022 increased 27% in its watch time and amassed a total of 1.9 billion views. Now as NFL Sunday Ticket moves away from DIRECTV, YouTube and the NFL will seek to profit and transform the landscape of sports media as currently constructed.
Pricing for the annual package is $349 – although it is being discounted by $100 until June 6 – and is also available in a variety of bundles including NFL RedZone and YouTube TV. Current YouTube TV users have the ability to add it to their ongoing subscription package, and there may be mid-season and late-season packages offered later on; it is to be determined for now.
Goodell called NFL Sunday Ticket “only the beginning” of the partnership, as YouTube creators will have unparalleled access to NFL players, personnel and games. Its goal is to have the league reach more fans than ever, as evidenced by a variety of creators attending the 2023 NFL Draft and having a chance to interview Goodell.
At the Brandcast, YouTube and the NFL also announced a new original series on YouTube Shorts, NFL Creator of the Week, which will commence following the start of the regular season. A mic’d up Game Day All Access series was also unveiled. Through NFL Sunday Ticket and additional programming, both entities seek to capture the attention of younger demographics and broaden interest in football. Creators will be able to go on the sidelines, in the locker rooms and other exclusive locations, and, in exchange, have the ability to use NFL branding and game footage in their content.
The company is reportedly trying to use its deluge of young influencers to attract advertisers away from cable television, an insight supported by a prerecorded video of Mr. Beast, its most popular creator, played at the event regarding NFL coverage. Viewers of the league’s YouTube channel average an age of 37. Conversely, NFL television viewers are an average of 55 years old, according to NFL Vice President of Digital Media Business Development Blake Stuchin.
The NFL regular season kicks off on NBC with a primetime Thursday night matchup between the Detroit Lions and defending Super Bowl champion Kansas City Chiefs. YouTube hopes the exciting slate of NFL games, combined with NFL Sunday Ticket, can reverse steady losses in advertising revenue for the last three fiscal quarters.
