YouTube wants creators to pitch brands with guesstimated TV co-viewership stats

Why it matters

YouTube is giving creators a co-viewership estimate so they can sell living-room TV reach to brands, not just individual logged-in views. It reframes creator inventory as something closer to a TV buy, with the measurement caveats that implies. Social teams evaluating creator deals should probe how these estimates are modeled before paying a connected-TV premium.

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