YouTube vs. TV: Who's Winning?

(And why it might be the wrong question)

Every conference still opens with the same ringside wager. Broadcast execs jab with BARB reach, creators counter with watch-time hours, someone produces a slide that “proves” total victory for their side. Yet when I check both dashboards on a Monday morning I see a different bout entirely. Audiences aren’t backing a single fighter - they’re slipping out of the arena to curate their own personal playlist: a TikTok recipe, the Happy Valley finale, a Mr Beast challenge, maybe a lo-fi stream to help finish the accounts. Arguing about who “won” the main event is like counting umbrellas after a downpour. You’ve missed the real weather

.

Why Digital Analytics Beat the Overnights

Broadcasters are slowly waking up to better analytics - but digital still leads by miles. Traditional "overnight ratings" miss critical insights about audience retention, engagement, and discovery pathways. If I were commissioning TV today, I'd skip poring over overnight numbers entirely and prioritise digital performance data: drop-off points, viewer journeys to the next episode, and how content ranks on catch-up services.

Discovery is today's true battleground. Getting your content surfaced has never been tougher, making monetisation increasingly elusive. Clear, actionable digital analytics are your best weapon against flying blind and commissioning content that disappears in the clutter.

When I create my own content and consult digital analytics, I discover what content people truly love and not just what they watched. Suddenly, knowing what to do next becomes much more straightforward. Digital analytics didn't just change our metrics, they changed our decision-making entirely. For the better. It actually allows you to pivot harder and make more risks. Failure isn't the end destination anymore, tweaking and improving content until it works is.

People often rail against analytics, claiming they strip away the intuitive 'feel' of content creation and lead to commissioning by numbers. But that's a misunderstanding. Granular-level detail shouldn't be shunned - it should be embraced as a powerful tool that helps you make better, smarter creative decisions.

Counting Eyeballs: The Misleading Metric

Metrics like broadcast "reach" or YouTube's "aggregate watch-hours" flatter the ego but rarely capture genuine viewer engagement or retention.

These headline numbers impress advertisers and stakeholders but don’t indicate if viewers return next week or even finish today’s episode. They’re tailored to prove an advert reached an audience - not that the viewers loved your content, which is the crucial metric for creators. Real success comes from sustained audience attention, understanding precisely what keeps viewers returning.

Instead of obsessing over a single piece of content, focus on viewer journeys. Did they stay within your content ecosystem, or did they vanish? Retention is where the real business value lies - not fleeting hits.

You’re So Moody…

Audience fragmentation sounds chaotic until you recognise it as careful mood curation. Reflect on your own viewing habits: quick comedy shorts while commuting, gripping dramas for Sunday-night immersion, lo-fi streams for working focus.

Four distinct viewing moods dominate:

• Lean-back immersion - deep narrative engagement.

• Lean-in community - interactive, personality-led content.

• Snackable utility - brief, practical content.

• Ambient company - gentle visuals or soundtracks.

YouTube excels at community-building and snackable content; TV is still unmatched at immersion. Both platforms provide effective ambient options. The challenge isn't platform choice - it’s delivering precisely the right content for the right viewer mindset at the right moment.

Imagine if recommendations adapted dynamically by time of day - short-form during lunch, podcasts during commute, long-form at night. Platforms are behind on this, and the first to crack mood-based recommendation will gain serious advantage.

The Loyalty Dividend (And Its Hidden Risks)

Creators boast superior loyalty due to consistent uploads, personal interactions, and direct conversations. Broadcasters envy this intimacy but frequently underestimate its fragility. Over-produce content, and you risk losing the charm and honesty audiences originally valued. Authenticity isn’t about budget - it’s about consistent behaviour. Losing this connection can swiftly erode viewer trust.

The most successful creators nurture loyalty carefully: regular Q&As, active comment engagement, community-led content choices. That’s the blueprint broadcasters should follow if they genuinely want a committed audience.

Blurring the Lines: Hybrid Formats Are Winning

Netflix recruits from TikTok. Channel 4 invests in dedicated digital-first teams. Ryan Trahan structures viral penny challenges like episodic documentaries, while broadcasters increasingly adopt creator-inspired formats.

These aren’t isolated examples - they signify a fundamental shift across media. Successful projects increasingly blend creator authenticity with traditional storytelling craft. YouTube channels hire seasoned TV directors to sharpen narrative without losing intimacy. The BBC and Apple strategically use Shorts and behind-the-scenes clips to extend engagement. The boundary between TV and digital hasn’t fully disappeared yet, but it’s certainly vanishing fast.

A New Commissioning Mindset

So asking whether YouTube or TV is winning misses the real challenge: the battle for viewer attention amidst overwhelming choice and indifference. Commissioners shouldn’t pick sides - they should deeply understand audiences: what motivates them, holds their attention, and brings them back. And this is where an understanding of humanity will always trump just data. Data is just the bricks, understanding is the house you build with those bricks.

The future belongs to those quickest to blend digital intimacy with television’s narrative depth. Audiences don’t care about platforms - they care about stories, authenticity, and relevance.

If you're a commissioner, ask yourself: what need does this serve, where should it sit, and is it presented in the right format at the right moment? Not every big-budget show belongs at 9pm. That approach is outdated and another reason viewers are fleeing linear TV.

Ultimately, YouTube isn’t winning and TV isn’t winning.

The audience is.

To keep their attention, we must meet them where they are - not where we wish they were.

And old school producers - learn to love the data, both good and bad, because ultimately it will make you a winner.

Hit the comments and tell me what you think. Your thoughts always drive richer discussions and shape future editions. If this resonates, pass it along to someone still counting eyeballs like it’s 2010.