Marketers clinging to traditional media plans are losing relevance as YouTube Shorts overtakes Netflix—where audiences are actually spending their screen time.
When I saw YouTube Shorts surpassing Netflix in screen time, it reminded me of a campaign where we underestimated the power of short-form content. We had initially focused on traditional media buys, but the real traction came when we embraced platforms like YouTube Shorts.
The assumption that traditional media is the safest bet is misleading. What we found is that sticking to old strategies cost us engagement, while adapting to where audiences actually are unlocked new opportunities.
The campaign that shifted to YouTube Shorts saw immediate engagement, while traditional channels continued to underperform.