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YouTube and Netflix are key companies without which the current market and its capacity to innovate could not be described.
It is with a set of strategies that today trends have been imposed that give life to streaming.
To date, an interesting exercise has been verified and it is the one that has to do with innovation that today reminds us of the value of communication.
CTV, OTV or Video on Demand have been segments in the content creation industry, which warn us of the role that brands play today behind each of these concepts and the streaming trends that are coming, to which we must pay attention.
Francis Sayansleader of Google Brand Solutions for Latin America, explains in this interview for Merca2.0that there are at least two important trends that are coming in segments such as the streaming and by way of an interview, he reveals at least two that catch his attention.
Merca2.0 – What are the expectations regarding investment in streaming advertising now that a greater number of services have been consolidated with this option?
Francisco Sayans – Online video already accounts for 82 percent of online traffic, and in terms of advertising investment, this format will be one of the main drivers. In fact, despite the fact that much of this consolidation of services in streaming is being done with subscription models, we’re also seeing some movement on the other side.
This new situation, together with the boom in Internet access from connected televisions, will mean that there are more and more opportunities for online video. Since 2020, this trend has been notable, due to viewers who have abandoned linear television for streaming platforms. On the other hand, due to the time people spend at home, we saw a 272% increase in the use of connected televisions to consume content from the platform.
Merca2.0 – Are there more collaborations coming with Netflix and in what sense are these happening?
FS – Collaborating with companies like Netflix, as was the case with the series Bridgerton, where we celebrated the launch of the exclusive Pat McGrath Labs makeup line collaboration with a YouTube Shopping livestream, while virtual attendees had the opportunity to purchase exclusive merchandise directly on the watch page, without having to leave the content or stream and gain access to products by viewing and interacting with them live, it opens up many opportunities and broadens the spectrum with which viewers can interact. Until now, the same live shopping experience at Coachella and this association are being a prelude to the future of what we will see on the platform. Going forward, we will look for more collaborations that offer the best experiences to YouTube users.
Since the pandemic, the consumption of live streams has also become more widespreadand in this context the platform has also evolved by strengthening implementation capabilities or with formats such as masthead – our most notorious format – integrated with live streams.