‘YouTube Enthusiasts’: Passion For Ad-Supported TV and Digital Video

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A new custom research study, TV Preferred: Understanding YouTube Enthusiasts’ Affinity For Video Contentexamines the emotions frequent YouTube users have for ad-supported TV programming despite conventional wisdom these viewers lack engagement with TV.


The new study, conducted by Research Now for the Video Advertising Bureau (VAB), analyzes the behavior of YouTube “Enthusiasts” (YTEs)* comprised of millennials (61%) who watch original YouTube content. YouTube original content is defined as videos produced by an established YouTube personality, only available on YouTube and not appearing on broadcast or cable TV. **

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