Case Study: YouTube shows a positive relationship between video engagement and TV reach with Nielsen Holdings

The Relationship of Digital Video Viewership and TV Programming

YouTube wanted to understand the relationship between viewing TV content clips on its platform and audiences tuning in to the same shows on linear TV. The company commissioned Nielsen Holdings to study whether YouTube engagement, including views and video uploads, was connected to TV program viewership and could help advertisers and agencies better understand cross-platform audience behavior.

Nielsen Holdings used multivariate regression analysis and Nielsen Cross Platform Homes Panel data to compare YouTube exposure with TV viewing. The analysis found a positive relationship between YouTube views, uploaded TV content on YouTube, and TV reach across 30 TV shows, with an R² of 0.91 and P-Values of <0.005 for YouTube uploaded videos and views. For one leading talk show, tune-in on TV increased by 18 percent among people who watched related YouTube content, and viewers who watched a program’s content on YouTube were more likely to tune into that show on linear TV.

YouTube

Jonathan Zepp

Head of North American Content Partnerships