Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
Even as TV series generate hype, with the cost of production increasing and subscriber churn persisting, the traditional approach to the channel is no longer a sure bet.
In response, creator-driven platforms are offering increasingly relevant messaging, delivering content their audience asks for — within a shorter time frame than other workflows.
In this new guide, Digiday and Google highlight new data showing how consumption habits have changed across video-based platforms, specifically focusing on YouTube’s monthly audience of 2.6 billion. With the help of expert insights, the report unpacks how these behaviors affect how marketers approach video advertising and how they are building campaigns for 2023 and beyond.
Download this guide to learn about:
- The rise of creator-driven platforms and how they stack up against TV
- Why consumers are finding creator-led platforms to be more personally-relevant
- How Gen Z is engaging with these platforms and how this content moves consumers through the sales funnel
- How marketers are identifying the right video platform for their ads
Sponsored by: Google
More from Digiday
Digiday+ Research Subscription Index 2025: Subscription strategies from Bloomberg, The New York Times, Vox and others
Digiday’s third annual Subscription Index examines and measures publishers’ subscription strategies to identify common approaches and key tactics among Bloomberg, The New York Times, Vox and others.
From lawsuits to lobbying: How publishers are fighting AI
We may be closing out 2025, but publishers aren’t retreating from the battle of AI search — some are escalating it, and they expect the fight to stretch deep into 2026.
Media Briefing: Publishers turn to vertical video to compete with creators and grow ad revenue in 2026
Publishers add vertical video feeds to their sites to boost engagement, attract video ad spend and compete with news creators.