How Brands Can Engage Teens on Streaming

Streaming ads struggle to resonate with US teens – only 9% of teens find the best ads on streaming services compared to 27% on YouTube, according to a new report, “Precise Advertiser Report: Teens and Youth,” from Precise TV and Giraffe Insights. How can brands engage with teens? Denis Crushell, Precise TV’s COO, offers his insights.

What was the most surprising finding in the new report?

There are a lot of stats, every year that our reports uncover that are surprising. Whilst we always have an idea of the landscape of media consumption by teens, the percentages at which YouTube and some other platforms “beat” the competition is always the most surprising. We also carried insights this year into the fiercely competitive space of CTV audiences. We also found YouTube and Netflix are leading overall consumption with 43% market share, while YouTube by far has the largest ad addressable reach of any of the players. 

For example:

  • YouTube was the most popular platform for teens consuming content recently at 77%, with mobile and app gaming hot on its heels garnering 64% which equals the juggernaut that is TikTok. Gaming is only trailing behind YouTube by 13%.  

  • Teens are choosing to watch their favourite shows on Netflix (27%), YouTube (16%) over Disney+ (7%), Amazon Prime (7%), Hulu (10%) and Paramount+ (4%). 

    • With all the billions of dollars pumped in to creating original content on these platforms and even more capital spent on advertising them, they still can’t take eyeballs away from YouTube when it comes to Gen Z. 

What can brands do to engage teens via streaming ads?

There is a great opportunity for brands to engage with teens on streaming platforms. We see the largest ad addressable reach on YouTube over any other platforms. Brands need to lean into contextual targeting to effectively advertise to teenagers on the YouTube platform. Our report tells brands about the content and influencers, who teens are most passionate about. As an example, it’s no surprise but Mr Beast is the most popular influencer with 42% stating it’s their top channel, while Dude Perfect was at 20% and Good Mythical Morning at 12%. 

We feel it’s important brands not only learn where to advertise against these audiences, but how to create good enough ads, which teens are less likely to skip. We have helped several brands understand this with our How To Create A Great Skippable Playbook. 

  • Be Direct – Make it clear what action the audience should take.  

How can media companies improve discovery among teens for their programming?

Media companies need to show up where the audiences are consuming this content. We’ve seen in our PARTY report that they spend the majority of their time on platforms such as YouTube, Mobile Gaming, TikTok, AVOD and CTV. What’s interesting from our research is the fact, there are large content areas within these platforms with the highest levels of consumption. For example on YouTube, the most consumed categories are Gaming (43%) and Music (36% of consumption). 

We’ve also seen teens enjoy discovering new relevant shows with YouTube advertising with 38% of teens saying they learn about new movies from YouTube and 74% saying they watch music videos on YouTube. These are prime content types for media companies to advertise to teens on. YouTube on the big screen is becoming more ingrained into people’s day life too. YouTube CTV absolutely needs to become part of a digital marketing strategy, alongside placing ads inside gaming apps, if they aren’t already doing this. 

Related Stories

Cynopsis 01/17/25: Fox is LIV-ing it up

Fox is LIV-ing it up

Friday January 17, 2025 Cynopsis will not publish on Monday, Martin Luther King Jr Day.    IN THE NEWS Fox Sports and LIV Golf inked a multi-year media rights agreement that brings live coverage of LIV Golf League competition to US viewers beginning next month with the start of LIV Golf’s third official League season. […]

Cynopsis 01/16/25: NewsNation shuffles lineup

Thursday January 16, 2025    IN THE NEWS TikTok’s US employees don’t need to panic (yet) about the law that calls for the Chinese-owned video app to be banned due to security concerns. “Your employment, pay and benefits are secure, and our offices will remain open, even if this situation hasn’t been resolved before the […]

01/15/25: Cynopsis Jobs

jobs4

Wednesday January 15, 2025 While the degree of employee engagement predicts outcomes like quality of work and profitability, US employee engagement dipped to a 10-year low in 2024, according to Gallup’s annual update. Gallup research attributes the decline to broken management practices; challenges from hybrid and remote work transitions; rapid organizational change; and new expectations. […]

Cynopsis 01/15/25: History debuts a shocking show

History has a shocking show

Wednesday January 15, 2025    IN THE NEWS Four days after the demise of Venu Sports, DirecTV launched a skinny bundle of 40 sports and broadcast channels, MySports, priced at $69.99 per month. DirecTV has distribution agreements with media companies including Disney, Fox Corp., Warner Bros. Discovery and NBCUniversal, as well as networks from the […]

CynCity

Cynsiders