YouTube has come a long way since “Me at the Zoo” was uploaded in 2005. Since then, users have uploaded over five billion videos and reached over 2.5 billion monthly active users worldwide.

In 2023, the content juggernaut made $31.51 billion in ad revenue, only $2.3 billion behind the entire broadcast industry. Data released also seems to show an equal and opposite reaction: as YouTube and social media users and revenue increase, linear TV declines.

Linear TV’s rudimentary targeting and delayed metrics and analytics give YouTube a significant step up. While linear TV is still relevant as a mass appeal platform for brand-building campaigns and creates strong cultural resonance, advertisers are starting to see the benefits of advertising on YouTube.

Advantages of Advertising on YouTube in 2025

As the market continues to fluctuate, advertisers are left wondering where to allocate budgets. While linear TV isn’t going anywhere (at least anytime soon), we can’t ignore YouTube’s distinct advantages. 

An Expansive and Engaged User Base

In the United States alone, YouTube reaches more adults aged 18-34 than any cable network. This extensive reach ensures that advertisers can connect with a vast audience who is eager to consume content.

Diverse Content and Viewing Habits

YouTube's content ecosystem is vast, encompassing everything from educational videos and music to vlogs and live streams. This diversity attracts a wide range of viewers. Notably, YouTube has become more popular on TVs than on phones, with viewers watching over 1 billion hours of content on TVs daily. 

Precision Targeting and Measurable Outcomes

Unlike linear TV, YouTube's advanced targeting capabilities allow advertisers to target specific demographics, interests, and behaviors. This precision ensures that ads reach the most relevant audiences, enhancing engagement and conversion rates. 

"In 2025, YouTube advertising is all about precision—mobile captures impulse buyers, desktop drives deep engagement, and TV delivers premium brand experiences. The key to success is mastering device targeting to reach the right audience, at the right moment, on the right screen." - Cortney E, Senior Paid Search Strategist

When it comes to analytics, YouTube’s native tools offer precise data and insights that allow advertisers to make decisions on the fly based on each video’s performance. Advertisers who need an aggregated tool to see the performance of YouTube ads along with other placements, including traditional media, can find exactly what they need with OHIQ, a proprietary tool that opens up a whole new world of media analytics.

“Linear TV is a traditional way to reach an audience at scale, so there are very few ways to layer on audience targeting.  As a Google product, YouTube has a world of data available. There are numerous opportunities for targeting and segmentation.  Linear broadcast TV still has the benefit of guaranteed placement in professional quality, high-profile content.” - Brett Q, Programmatic Media Trader Buyer

Cost-Effectiveness and Flexibility

Advertising on YouTube is generally more cost-effective than traditional TV. The platform offers flexible pricing models, allowing advertisers to set budgets that align with their financial constraints. Additionally, the ability to create shorter, skippable ads means brands can convey messages efficiently without the high production costs associated with traditional 30-second TV spots. This flexibility not only reduces expenses but also caters to the shorter attention spans of modern viewers.

Adaptation to Changing Consumer Behaviors

Consumer viewing habits have shifted dramatically, with a significant move towards on-demand content consumption. Streaming platforms, including YouTube, have capitalized on this trend, offering content that viewers can access at their convenience. In contrast, linear TV's fixed programming schedules are becoming less appealing to audiences seeking flexibility. 

Disadvantages of Advertising on YouTube

While there are, in fact, cons to advertising on YouTube, they are few and far between. Fragmented viewing habits might reduce the collective “event” feel. Ad-blockers or skipping features can diminish the ad’s impact. These disadvantages are not impactful enough to disregard advertising on YouTube.

Should Every Advertiser Move Their Linear TV Budget to YouTube?

The decision to reallocate ad dollars depends on several factors, including the target audience, campaign objectives, and creative strategy. Brands with a younger or digitally savvy demographic, for example, may see higher engagement on YouTube than on linear TV. 

“We’ve worked with a number of consumer brands that, after assessing their audience analytics, we recommended they shift a portion of their budgets to YouTube. This move was driven by the platform’s ability to deliver more targeted, measurable content than traditional TV.” - Anna G, Media Director

For certain brands with established mass appeal or those targeting demographics that still favor traditional viewing habits, linear TV continues to play a vital role. The key is to analyze audience insights and campaign goals before making a full reallocation. Often, a hybrid approach works best, where YouTube drives engagement and measurable outcomes, while linear TV maintains broad, mass-market brand awareness.

While the allure of digital targeting and engagement is strong, linear TV still has a role, particularly in reaching audiences during major live events. The future likely lies in finding the right balance—leveraging the strengths of each medium.

If your brand needs help determining your media spend or is considering YouTube advertising, contact us today to meet with our team and get a media plan that works for your business.