The Business of YouTube

A weekly strategic lens for senior leaders into how YouTube is reshaping the business of technology, sports, music, entertainment, and culture.

Welcome!
To your favourite newsletter, The Business of YouTube, brought to you by Paola Marinone and Bengü Atamer, founders of BuzzMyVideos and previously at YouTube and Google. We are bringing our exclusive insights from 20 years of experience leading strategy at YouTube and Google.

YouTube Is TV. Are You Treating It Like One?

Hey everyone, it’s Bengu & Paola here. Is YouTube beginning a new era or is it TV starting a new one?

As we prepare to take the stage at SportsPro London (April 29th, 2:35 PM), we wanted to open up the key bold questions all C levels should be asking themselves right now. There is a seismic change that is happening and new real revenue opportunities are building up.

As you know, we love data, so we do not tend to make statements out of the blue. The reason we are making this point, is based on two simple data that C level should look very closely at now:

1. YouTube has become the #1 streaming platform on TV screens.

   1.1 billion hours of YouTube watched on TV screens every single day. Average session length on the living room screen? Over 70 minutes. 

2. All demographics are on YouTube. 50% of users with high purchasing power are >34y, with baby boomers counting as much as 15% of the demographic on YouTube.

And yet, most rights owners, commercial teams, brands are still treating it like a social media channel and a cost centre.

That gap, between what YouTube actually is and how the industry is using it, is where we believe the next major revenue opportunity lives.

Not incremental.

Structural.

The Question We Keep Coming Back To

That's not a rhetorical question. And the answer, for most organisations we speak to, is yes, the revenue is sitting there, largely untouched.

We're not talking about optimising thumbnails or posting at the right time.

We will be talking about new asset classes and we will be talking about using YouTube the way FIFA uses it: as a lead generation engine that feeds a D2C ecosystem, not just a content dump.

This is a $49B live media rights market sitting alongside a short-form highlights segment that has grown over 100%.

The living room is the new prime time.

The question is whether you're programmed for it.

See You at SportsPro London?

I'm presenting "Mastering the Business of YouTube in the YouTube is TV Era" at SportsPro London on Tuesday 29th April at 2:35pm.

If you're going to be there, I'd love to grab a coffee.

Whether you want to dig into the ideas from the session, pressure-test a strategy you're already running, or just have one of those "what if?" conversations, my door (and my calendar) is open.

Drop me a message or find me on the day: [email protected]

See you there. 👋

The Business of YouTube - Job Board 📈

We have curated what is open and available in the market, and who is hiring!

Happy job hunting!

Europe

Head of Marketing EMEA - SailGP (London)

Audience & Platform Growth Digital Studio - Sony Pictures (London)

Head of Partnership Innovation - Chelsea Football Club (London)

Head of Social Media - Chelsea Football Club (London)

Head of Social Media - Spotlight Sports Group (London - Hybrid)

Social Media Lead - Syntesia (London)

Shooting Producer/ Editor - Aurora Media Worldwide

Creative Director at Jungle Creations (Maternity Cover - London)

NORTH AMERICA

Deals Manager, Global Media Partnerships - YouTube (New York)

Director of Socials, Manager, Social Media & Content Strategy and other positions - Do Good Crew (Los Angeles)

Social Media Lead - Syntesia (New York)

Manager, Channel Strategy - Kids & Family - The Orchard (Los Angeles)

Digital Director, Digital Manager, Digital Coordinator at TKO (WWE HQ, Stamford, CT)

Global Social Media at The IronMan Group (Louisville, CO or Tampa, FL)

If you have a senior YouTube/Video/Social Media/Content opening, and you want us to add it to our Job Board, please write to us at [email protected] or [email protected].

The Premier League Clubs’ YouTube Stats for March 2026

You can download it here: https://buzzmyvideos.com/2026/04/15/premier-league-clubs-youtube-stats-for-march-2026/

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