YouTube has been ranked Australia’s number one platform for streaming video content, according to new Kantar research released at YouTube’s annual Brandcast showcase in Sydney.
The research, based on a study of 2,161 weekly video viewers aged 18–64, found YouTube outperformed both traditional TV and streaming competitors across entertainment and brand decision-making metrics. Mel Silva, Managing Director of Google Australia and New Zealand, told attendees that YouTube’s strength lies in combining cultural relevance with platform scale.
“YouTube’s not just engaging for fans, it’s incredibly effective for brands,” Silva said. “Great content attracts passionate fans, creating a trusted environment where your brands can achieve incredible growth.”
YouTube’s audience reach and performance
According to Ipsos iris data, YouTube reached more than 20.1 million Australians aged 18+ in May 2025, 96 per cent of the adult online population. Its connected TV (CTV) audience also rose to 13.3 million, up from 12.9 million a year earlier.
Australians watched an average of 87 minutes of YouTube per day across all devices in May. The growth in big-screen viewing has been central to YouTube’s strategic pitch to advertisers, with Ipsos reporting an 11 per cent year-on-year increase in YouTube CTV watch time.
Separate research cited at Brandcast showed YouTube ads deliver 2.4x greater lift in purchase intent than those on other digital platforms (Kantar), and generate an average 2.9 return on ad spend for offline sales (Nielsen).
New product updates for advertisers
Caroline Oates, Head of YouTube Australia and New Zealand, announced several new tools designed to improve campaign effectiveness, particularly on connected TV. These include:
• Immersive Masthead on CTV: A full-screen format on the YouTube homepage for maximum visual impact.
• 60-Second Non-Skippable Ads: A new format for YouTube Select allowing deeper storytelling in premium inventory.
• Shoppable CTV: Enables viewers to shop directly from their TV or transfer product details to their phone.
• Cultural Moments Sponsorships: Allows brands to own key events like the FIFA World Cup or the Met Gala.
• Peak Points: An AI-powered tool using microsignals to serve ads when users are most emotionally receptive.
• Attributed Brand Searches: Connects YouTube video ad views to brand search lift on Google.
“YouTube’s 20-million-plus reach is driven by culture, and that culture is driven by authentic connections between fans and creators, artists, and sport,” said Oates.
Creator growth and L’Oréal case study
YouTube now hosts more than 500 Australian channels with over one million subscribers—five times more than five years ago. The creator ecosystem took centre stage at this year’s Brandcast, hosted by Olympian and YouTuber Sam Fricker, with appearances by Pierson, Kita Alexander and Cyril.
Georgia Hack, Chief Digital and Marketing Officer at L’Oréal Australia and New Zealand, shared how the beauty group uses YouTube to engage diverse audiences. A sponsorship of the NRL’s YouTube channel for its L’Oréal Paris Men Expert brand resulted in an 85 per cent video completion rate. For Maybelline Superstay, user-generated style creative lifted brand searches by 122 per cent and ad recall by 30 per cent.
“(YouTube) provides high reach and engagement – which is particularly important for the beauty category,” said Hack. “It delivers strongly for short and long-term ROI.”
About the event
Brandcast 2025 was held at Sydney’s Hordern Pavilion on Wednesday 10 September, attended by more than 600 industry representatives. The event marked YouTube’s 20th birthday and showcased its continued evolution as a platform for culture, creators and commerce.