YouTube Has Displaced Television, Google Executive Chairman Tells Advertisers


Will YouTube displace television in the future? Google Executive Chairman Eric Schmidt said, “That’s already happened.”

The Associated Press reported that the Google head, which oversees YouTube, made the bold statement during YouTube’s presentation to advertisers at the Digital Content NewFronts in New York Wednesday night, which also featured performances by Felicia Day, Snoop Dogg and Macklemore.

He said that with YouTube, “the future is now” and anticipates the video streaming site is aiming higher than the 1 billion monthly unique visitors’ milestone it reached recently.

While some other NewFronts presentations focused on digital channels’ offerings for the upcoming 2013-14 season, Schmidt didn’t mention any upcoming collaboration with big-name production companies or new web series and focused his presentation on how YouTube is different from television.

Schmidt said: “It’s not a replacement for something that we know. It’s a new thing that we have to think about, to program, to curate and build new platforms.”

He added that “video is becoming the global shared experience,” a sentiment shared by YouTube’s Global Head of Content Robert Kyncl, who said that “TV means reach. YouTube means engagement.”

CNET reported that other Google executives at the YouTube presentation have called on advertisers to reach the younger demographic on YouTube. They call that demographic “Generation C,” which relates to the consumers who have grown up with the internet.

Margo Georgiadis, president of the Americas for YouTube, told the audience: “If you want to win with that under 40 generation, you’ve got to be on YouTube.”

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