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YouTube and TV—two competing mediums fighting for the same eyeballs and advertising dollars—might actually be able to find common ground.
A Nielsen case study commissioned by Google found that TV reach seems to drive YouTube engagement, and in turn, YouTube engagement drives TV reach. In other words, according to the report, people who view a TV program's content on YouTube are more likely to tune in to the actual show. Because of that, as TV audience increases, so does YouTube viewership.