While we’re all scrambling to master the latest social media phenomenon, some with questionable ROI, we’ve collectively neglected a platform that reaches over 17 million Australian adults – that’s 85% of the population for those counting along at home.

Yet most brands still treat Youtube like either a digital dumping ground for TV ads or just another paid media channel. It’s time we had an honest conversation about the massive opportunity being left on the table.

Youtube has evolved far beyond its simple video-sharing roots. It’s now the world’s second-largest search engine after Google, a prime entertainment destination, and a thriving community hub. This triple threat makes it uniquely powerful.

While TikTok and Instagram battle for short-form supremacy, Youtube quietly dominates across multiple formats – from bite-sized Shorts (reaching 1.5 billion people monthly) to long-form content that challenges traditional TV.

According to recent data, a third of all Youtube viewing happens on television screens through smart TVs, streaming devices, and gaming consoles. Many viewers now perceive no difference between Youtube and traditional broadcast content when watching on their living room screens. This means Youtube isn’t just competing with other websites and apps – it’s becoming a genuine alternative to traditional television.

Understanding how people engage with Youtube reveals why the platform deserves more strategic attention from marketers:

As a search engine: the new discovery tool

While social search is on the rise across platforms, Youtube holds a unique advantage – it’s owned by Google, the world’s dominant search engine. This connection offers significant benefits that many marketers overlook.

Youtube’s search algorithms share........

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