At NATPE Budapest 2025, Andreas Briese, YouTube’s director for Germany and regional director for Central and Northern Europe, showcased how the platform could serve as a vital partner for the television industry rather than a competitor. Emphasising YouTube’s potential to connect with new audiences and generate additional revenue, Briese stated, “YouTube can be a partner to engage with new audiences, unlock new revenue streams and innovate.”
Briese highlighted YouTube’s impressive reach, noting that the platform has disbursed over $70 billion to creators, artists, and media companies in the past three years. He referenced YouTube CEO Neal Mohan’s acknowledgement that YouTube’s prior attempts at content creation were ineffective, explaining, “We weren’t good at picking content.” This shift toward collaboration with established content partners is designed to maximise the platform’s success via a revenue-sharing model.
He pointed out that YouTube has emerged as the most-watched streaming service on TV devices in the U.S., even surpassing major competitors like Netflix and Hulu. Notably, 50% of YouTube’s TV watch time comes from content longer than 20 minutes, underscoring the significance of long-form content in driving viewer engagement.
Briese also discussed the importance of watch time for monetisation, emphasising that ad revenue is more closely linked to watch time than viewer counts. He cited Channel 4 in the U.K. as an example of how increasing long-form uploads on YouTube significantly boosts total viewing time and revenue.
Moreover, Briese touched on innovative content strategies, like Paramount+ and Disney+ releasing full episodes on YouTube as promotional tools to enhance visibility and draw viewers back to their platforms. By leveraging YouTube, content creators can explore new formats and engage audiences more effectively, making the platform a critical player in the evolving landscape of television.
