Fede Goldenberg: "50% of CTV viewership comes from content over 21 minutes long"
One key recommendation Fede Goldenberg, Global Head of TV & Film AVOD Partnerships at YouTube, and Google, shared with traditional TV executives at Natpe Global 2025 was to leverage YouTube’s vast connected TV platform by participating in content compilations.
“One of the fun things about YouTube is the 20-minute content compilations featuring different moments from a show. It’s very common and popular on YouTube. It’s a different way to break down the same content—a unique way to present full episodes,” Goldenberg explained. He cited Friends as an example, where its official YouTube channel features clips categorized by topic or character, such as “Monica’s Funniest Moments.” “These clips, once DVD extras, are now available on YouTube. Multi-format content performs very well on the platform,” he emphasized.
He also highlighted The History Channel, which has a 24/7 live feed on its YouTube channel.
“The beauty of our value proposition is that our audience is so diverse and pluralistic that they can consume content in different ways on YouTube,” Goldenberg stated.
He noted that YouTube currently has 3 million channels in its YouTube Partner Program (YPP) and has paid US$70 billion to partners in the past three years.
“YouTube is where the world watches videos,” he said, revealing that 2 billion viewers connect to YouTube monthly and 2 billion hours of content are watched daily. The platform reaches 92% of the 18-34 demographic in the U.S., operates in 100 countries, and offers 80 localized versions.
According to Nielsen’s The Gauge (Total TV and Streaming Snapshot, Dec 2024):
-11.1% of total TV viewing time was on YouTube, surpassing Netflix (8.5%), Prime Video (4%), and Other Streaming (6.3%).
– Streaming accounted for 43.3% of total viewership, compared to Cable (23.8%), Broadcast TV (22.4%), and Other (10.6%).
YouTube content is categorized into three channel types: Brand/Network, Program/IP, and Genre/Affinity.
Goldenberg pointed out that long-form content generates more revenue on Connected TV (CTV), with 50% of CTV viewership coming from content over 21 minutes long.
Each content format serves a different audience and objective. “Success happens when they all come together,” Goldenberg said, listing **shorts, clips, short-form VOD, long-form VOD, live streams, and podcasts** as key formats.
He highlighted the rise of 24/7 live streaming feeds and recommended using multi-language audio to reach global audiences, mentioning AI-powered automated dubbing as a useful tool.
For those looking to maximize YouTube’s potential, Goldenberg suggested:
1. Creating a Home for Content – Build a dedicated channel and implement a multi-format strategy to attract a broad audience.
2. Developing an Audience – “Frequency and consistency are key to attracting a large, global audience,” he said.
3. Experimenting and Testing – “Not every episode will perform the same. Test different shows, formats, and metadata, and gain insights using YouTube Analytics.”
Finally, he emphasized that when programming a channel, consistency is key—content should always be available.
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