As YouTube took its first step onto turf long controlled by television — upfronts week in New York — the Google-owned video operation released new research affirming its connection with viewers.The new study conducted with the firm Talk Shoppe was summed up with the acronym RISE, short for relevance, intellectual, sensorial and emotional.
It found that 86% of survey respondents said YouTube delivered relevant and intellectual programming, compared with results in the 73% to 79% range for other platforms.
In terms of emotion, the number was 84%, edging social media at 80%. The lone category where YouTube did not come out No. 1 was in sensorial — aka the way programming looks and sounds — where it rated 72% and trailed streaming’s 76%.The stats were delivered as part of a breakfast hosted at the St.
Regis Hotel. Tara Wolpert-Levy, VP of the Americas for YouTube, delivered remarks along with Andrew Robertson, CEO of ad agency BBDO, and prominent creator Mark Rober.YouTube has shifted away from professionally produced content over the past couple of years, ending its foray into originals and sunsetting subscription outlet YouTube Red.
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