Fabric.Media

YouTube’s Shorts habit undercuts its live sports ad pitch

Tubular Labs data shows YouTube functions as TV by the numbers, yet advertisers aren’t buying it that way. The gap traces to sports: viewers overwhelmingly consume sports content on YouTube through Shorts rather than long-form, TV-style viewing.

Why it matters. YouTube cannot fully command TV-level sports ad budgets until it shifts audience behavior toward long-form live viewing rather than short clips.

Signal from The Measure · read the original.

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