Youtube TV

The Business Problem

Brand Share: Grew 48% from October 2022 to October 2023 and boasts high retention rate with 8% of accounts lapsing - strong growth thanks to Sunday Ticket.

Room to grow: Youtube trails behind its main competitor Hulu TV + by 11.4M subscribers

The Goal

Elevate YouTube TV's brand awareness within the 18-34 age demographic, specifically targeting males, aiming for a 10% increase in YouTube TV account holders by February 1st, 2025.

Truth

No one watches live TV anymore. Why would I sit through commercials ? it’s 2025.

Truth

Many consumers choose to use streaming platforms like Hulu and Netflix over live TV.

A young man in a business shirt and tie standing with arms crossed in an office.

THE PERSONA

Meet Alex, a 28-year-old investment banker who lives alone in a modern apartment with his dog. Alex's job demands a lot, but he still tries his best to have an active lifestyle during his free time. Alex loves Sunday football because he grew up watching the sport, and because it brings him and his friends together. But during the times when his work becomes more demanding, he often can’t make time for Sunday football get togethers. Alex is looking for a way to keep up with football and the demands of his lifestyle.

In terms of social media, Alex primarily uses Instagram and YouTube — he loves watching football breakdown on YouTube and uses Instagram to keep up with his friends.

UNLOCK THE GAME CHANGING POWER OF LIVE TV

MAIN IDEA

Three friends in a doctor's office, one jumping into the air with excitement, wearing a green football jersey and beige pants. The other two are seated, one smiling and the other looking at him. The room has medical posters and certificates on the wa
A boy wearing a Green Bay Packers jersey sitting on a gray couch, holding a bag of chips with a yellow Packers helmet and a football helmet nearby, watching a television displaying a football game or stadium. A yellow Labrador Retriever dog is sittin
American football game with players in action, a Denver Broncos player catching the ball, surrounded by Washington Commanders defenders on the field with spectators in the background, and a YouTube TV logo at the top right.
A man in a blue suit laughing and looking at his phone in a courtroom with people in the background, with overlaid text about football and court dates, and a YouTube TV logo.