How long? 2-3 minutes How to make YouTube work for your brand Whether it’s productions from the National Theatre, Jamie Oliver cooking at home or Joe Wicks keeping us fit, YouTube’s appeal is increasingly multi-platform and cross-generational YouTube is now firmly embedded in our daily lives and its journey to that point mirrors that of television. Whereas the TV has morphed from the behemoth dominating the corner of the living room to a multi-device, on-demand user experience, YouTube has gone in the other direction: from a mobile-first, online channel to become an integral part of the UK’s viewing habits via 20 million connected TVs, as well as smartphones or tablets. According to Comscore, YouTube reaches 98% of UK adults who are watching an average of 48 minutes of content a day.