When the first YouTube video was uploaded in 2005, the only way to watch it was on a desktop computer.

Now, 20 years later, YouTube has moved on to other screens. It’s the No. 1 streaming service on connected TVs (CTV), and in a recent blog post, CEO Neal Mohan called YouTube “the new television.” Even older folks are in on the trend, with the 65+ crowd doubling their YouTube consumption on TV sets in the last two years alone, according to Nielsen.

At the same time, almost every major platform has embraced short-form vertical video—and YouTube is no exception. It unveiled its TikTok competitor, Shorts, in 2020, and counted more than 2 billion logged-in users watching them each month since July 2023. With TikTok’s future still uncertain, that number could continue to grow.

The platform is also becoming increasingly synonymous with the booming podcasting industry: More than 1 billion viewers tune into YouTube to watch podcasts each month, according to company data from February.

Kurt Wilms, senior director of product management at YouTube, told us in an email that the company isn’t hyperfocused on any one format as it seeks to grow viewership numbers and ad revenue, but is focused on “ensuring that viewers find the content they want to watch when they come to YouTube, whether that’s a long-form video, a podcast, or a Short.”

Creators, publications, and brands that rely on YouTube say increased TV viewing and the emphasis on Shorts are prompting them to continue shifting their strategies to take advantage of the different formats. But it can be harder than it looks to keep up with rising production costs and determine whether short-form or long-form content is better for business.

Read more here about how creators are navigating YouTube’s dual focuses.—KH, JN

Global economic turbulence has thrown advertisers a curveball, and there are widespread expectations of a spending slowdown on the horizon. But not at Netflix—yet.

“We aren’t currently seeing any signs of softness from our direct interactions with [ad] buyers,” co-CEO Greg Peters told investors Thursday during the company’s quarterly earnings call. “Actually, to the opposite—we’re seeing some positive indicators from clients as we approach our upfront event.”

In the quarter, the streamer, which is weeks away from hosting its third upfronts event for advertisers in May, posted a 13% jump in quarterly revenue, beating analyst expectations. But it’s also the first quarter that it did not report subscriber numbers, making it difficult to better understand what those revenue figures mean—and if consumers are starting to drop monthly Netflix subscriptions amid broader economic headwinds and after several price hikes in recent years.

All about ads: Peters credited Netflix’s resilience in part to the “accessible price point” of its ad-supported tier, which costs $7.99/month ($10 less than its least-expensive ad-free subscription). The size of Netflix’s ad business compared to the size of digital media spending—which the Interactive Advertising Bureau estimated reached $259 billion last year—is another factor, he added.

“We’re currently relatively small in ads as a revenue contributor to Netflix, but probably more importantly, the amount of ad spend that we’re seeking to win relative to the big ads pie,” Peters said. “That smallness probably provides us some insulation to market shifts right now.”

Read more here.—JS

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Michael Della Penna is chief strategy officer at InMarket, a marketing and measurement company. He was previously chief revenue and growth officer at the consumer insights company Cuebiq. He’s spent more than three decades working in digital advertising, marketing, data, and tech, including roles at Oracle Marketing Cloud, Epsilon, Bigfoot Interactive, CNET Networks, and ZDNet.

One thing we can’t guess from your LinkedIn profile: I’m passionate about food, travel, family, dogs, and crushing the youngsters at Orange Theory on the weekends.

What’s one marketing-related podcast/social account/series you’d recommend? There are two podcasts and one social account that I always have queued up. The podcast How I Built This With Guy Raz is a must-listen. It offers amazing stories and advice from entrepreneurs, including their unique journeys and efforts to build their brands and achieve success. It’s filled with many creative marketing lessons! Ad Age’s Marketer’s Brief podcast is also great. I love to hear about the creative campaigns and strategies that industry leaders are seeing success with. And the Marketing Millennials social media account never misses. The memes are top-tier and perfect for lunchtime entertainment.

Read more here.

Rideshare advertising is booming, with major brands investing in digital screens in vehicles. T-Mobile and Uber’s growing media networks allow targeted, hyperlocal campaigns that engage riders with precise, timely messaging. This new channel offers brands fresh opportunities to expand reach and enhance multichannel strategies in busy urban environments.

Mergers and acquisitions, company partnerships, and more.

• TikTok and MLS renewed their media partnership, which was originally inked in 2023.
• Gatorade partnered with Kendrick Lamar for the latest installment in the sports-drink brand’s “Is It In You?” brand platform.
• John Moore, formerly the global CEO of Mediahub, teamed up with BMW marketing vet Trudy Hardy and marketing advisor Hasan Ramusevic on a consulting company.
• The Athletic struck a deal with Acast to have the podcast company serve as its exclusive external sales partner.