Next in Marketing: What's wrong with YouTube?

But something is clearly not clicking here. As Michael Beach, CEO of Cross Screen Media framed it in his State of the Screens newsletter, “There should be rapid growth in advertising revenue due to the explosion in streaming TV use. This has not happened (yet).”

In fact, as Beach told me, YouTube’s streaming share grew 50% year over year, according to Nielsen. “No one else is growing that fast.” Yet linear TV advertising grew 3% over the past year, while YouTube climbed just 1%, Beach wrote.

The problem YouTube faces, Beach theorized, is that too many brands and buyers don’t think of it as TV, and current measurement tools don’t allow for apples to apples comparisons. “They have a content problem,” he said - and a measurement one. “If you put Mr. Beast’s audience against Sunday Night Football’s , for example, my guess is it would look pretty favorable. But right now we can’t do that.”

https://mikeshields.substack.com/p/whats-wrong-with-youtube