news 
Comcast and other TV streamers are now chasing YouTube’s ad dollars instead of the other way around.
In a significant shift in the advertising landscape, Comcast and other major TV streamers have reversed their stance on targeting YouTube advertisers. Instead of trying to poach YouTube’s ad dollars, they are now joining forces with Google-owned video sharing platform to tap into its massive audience.
Comcast Advertising President James Rooke revealed this change in strategy during an interview at CES 2025 in Las Vegas, highlighting the significant competition from social video platforms like YouTube. According to Rooke, TV providers and streamers have been growing their Connected TV (CTV) businesses and app revenue, but the majority of growth is coming from social video.
This shift in approach indicates a fundamental change in the advertising landscape, where TV streamers are now chasing after ad dollars that were previously unattainable. YouTube has been working tirelessly to capture more TV ad dollars, particularly as its service became more popular on TVs, which now accounts for nearly half of its viewership.
The move is a significant departure from previous strategies, where TV streamers focused on poaching advertisers away from YouTube and other social video platforms. However, Rooke emphasized the importance of simplifying the process of buying TV ads to be as easy as buying ads on social video sites like YouTube.
“We’re not going after the same ad dollars we used to,” Rooke stressed, highlighting the need for a new approach in this rapidly evolving landscape. “We’re now chasing net new dollars from where the growth is taking place.”
The decision marks a significant shift in the advertising market, as TV streamers recognize the massive audience and potential for revenue that YouTube offers.
Source: techcrunch.com
