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# Tatari: buyers still treat YouTube as digital, not TV, despite the scale
- URL: https://fabric.media/tatari-buyers-still-treat-youtube-as-digital-not-tv-despite-the-scale/
- Published: 2026-08-27T16:46:00.000Z
- Updated: 2026-09-01T21:35:44.000Z
- Description: Tatari’s Dana Delle argues buyers still purchase YouTube like a digital channel, on CPMs and algorithmic targeting, even though Nielsen counts it as TV and its reach dwarfs linear: CNN, 240 million monthly YouTube views against 550,000 in primetime.
- Author: Fabric.Media Editorial
- Tags: Agencies, Dana Delle, Tatari: buyers still treat YouTube as digital, not TV, despite the scale

**Why it matters.** Buyers who rebuild workflows to plan YouTube alongside linear and CTV get cheaper, better-fitting inventory than rivals still buying it as a separate digital line item.

*Signal from* [*TVREV*](https://tvrev.com/?ref=fabric.media) *·* [*Dana Delle*](https://fabric.media/tag/by-dana-delle/) *·* [*read the original*](https://www.tvrev.com/news/youtube-is-tv-so-why-is-almost-no-one-buying-it-that-way?ref=fabric.media)*.*