Partner for long -form television, episodes

“YouTube can be a partner of your business and stimulate your business.” This is how Andeas Briese, a senior executive of the video platform belonging to Google in its role as country director for Germany and the regional director for central and northern Europe (CCE), presented YouTube as a partner of the television industry, rather than as a rival, when the Keynote of Natpe Budapest 2025 on Tuesday.

“YouTube can be a partner to engage with new audiences, to unlock new sources of income and also innovate,” he said.

He highlighted a figure disclosed previously to highlight the scope and power of YouTube. The platform, which celebrated its 20th anniversary this year, has paid more than $ 70 billion to creators, artists and media companies in the past three years, he said, concluding: “No other platform works on this scale.”

Bries also pointed out that YouTube needed television and other content partners, citing the CEO of Youtube, Neal Mohan, who previously explained the release of the video platform for the creation of content itself by recognizing:
“We were not good for choosing content.”

Consequently, “we only succeed if you succeed”, including thanks to the Youtube Return-Share sharing model, said Briese, with content partners bringing the content and the premium talent that the public wants. In turn, YouTube allows the monetization of content and data sharing tools that offer opportunities to optimize content, among others.

“Television has become the main Youtube device in the United States,” said Briese in his Keynote Natpe Budapest. “It is the most watched streaming service on TV devices, in front of Netflix, Prime, Hulu, etc. We know on many other markets, this is also the case. YouTube is currently serving 1 billion hours of the television watch per day. ”

It is also essential that 50% of this time of the television watch is “coming from content more than 20 minutes, which means that long content is YouTube television consumption,” he said.

Describing the Youtube advertising revenue model, Briese underlined an aspect that is not always fully understood. “We share income with our partners-it’s YouTube bread and butter,” he said. “What is important to understand is that revenues do not adapt to views on our platform, they evolve with the time of the watch. The more content there is, the more we can sell advertising breaks before and between your content.

He mentioned the example of Channel 4 in the United Kingdom, which shared data that shows that the diffuser increased its long shape on Youtube by 81%, but increased the total time seen on 105%YouTube, full episode views of 169%and 78%YouTube income. Briese did not detail when this data was intended for.

In terms of complete episodes of television content to come YouTube, “we have seen interesting approaches, which both pay tribute to the fact that it is a distribution platform, but also a marketing platform,” the executive told Natpe Budapest. For example, Paramount +, a week after the launch of the first episode of Lioness Launched the same episode on its entire length on YouTube for a period of time “driving, of course, looking at time, but also as a promotional tool to raise awareness of their own service”, explained Briese.

Likewise, Disney + brought the first full season of Andor In YouTube before the launch of season 2 “as a loyalty instrument to raise awareness and also to bring back traffic towards Disney +,” he said. “What we see is, in particular when we talk about producers and broadcasters, that the often long content represents a minority of their downloads, but the majority of their income and their watch time.”

The YouTube executive also underlined YouTube as a place of innovation for content partners or, as he called it, a “petri dish to test new formats”. In the play space, this was the case. And more recently, “you see, for example, to broadcast a tendency to observe live group groups,” said Briese.

Natpe Budapest, who positioned himself as a platform for the conclusion, exchange and discovery of content, as well as “a launch of the next wave of formats, scripted blows and cross-border partnerships”, said on Monday that its last edition welcomed more than 750 delegates from 65 countries and more, including more than 400 buyers, more than the last year.