Why YouTube's focus on competing with streamers may have hurt the platform as brands focus on TikTok

As competition continues to heat up in the digital video and content creation space with TikTok, Instagram and the recent addition of social app BeReal, YouTube may be feeling that heat more and more. December 01, 2022 Why YouTube's focus on competing with streamers may have hurt the platform as brands focus on TikTok As competition continues to heat up in the digital video and creator marketing space with TikTok, Instagram and the recent addition of social app BeReal, [YouTube may be feeling that heat more and more](. Additional coverage: - For many strategic investors, [it's a good moment]( to put their corporate development teams to work. - Despite the current economic climate and perhaps not surprisingly following a record-breaking Thanksgiving shopping weekend, Digiday+ Research found that the majority of brands and retailers [expect revenue to increase during the holiday season]( over last year -- albeit only slightly. - As first-party data becomes increasingly important, [so does Spotify's Wrapped]( end of year marketing campaign. - Publishers' commerce businesses show positive signs that consumers are still shopping despite the economic downturn. More in this [Digiday+ Media Briefing](. - Despite the rapid rise of gaming, many brands and marketers are still confused about how to best reach the gaming community. Dentsu's new global gaming lead Brent Koning [is equipped to navigate]( these uncertain waters. Other things to know about - Offer ends tomorrow: Save 35% on annual Digiday+ membership. [Subscribe now](. - Advertisers are pivoting to [utilizing affiliate and partner marketing in ways that sit outside of the traditional]( — reaching across the entire shopping journey instead of simply the pre-purchase stage. Sponsored by Awin. - Companies across digital media are implementing solutions to [tackle the looming identity crisis](. Sponsored by ID5. Top Stories [Marketing on Platforms]( [Why YouTube's focus on competing with streamers may have hurt the platform as brands focus on TikTok]( As competition continues to heat up in the digital video and content creation space with TikTok, Instagram and the recent addition of social app BeReal, YouTube may be feeling that heat more and more. howdy! [Navigating Economic Instability]( [‘Time to go on the offense’: In a choppy ad tech M&A market, strategic investors eye deals]( For many strategic investors, it’s a good moment to put their corporate development teams to work.  [Sponsored by Google]( [Why brands are catering to omnibuyers this holiday season]( Consumers are embracing new shopping habits built around convenience and spontaneity, as shopping inspiration strikes anytime, anywhere. Advertisement howdy! [Digiday+]( [Digiday+ Research: 60% of brands, retailers say holiday revenue will increase this year — slightly]( Despite the current economic climate and perhaps not surprisingly following a record-breaking Thanksgiving shopping weekend, Digiday’s survey found that the majority of brands and retailers expect revenue to increase during the holiday season over last year — albeit only slightly. [Sponsored by The ViewPoint]( [Report: Driving programmatic success with SSPs]( SSPs are helping publishers connect with new ad networks and DSPs to find buyers, optimize deals and provide valuable analytics. howdy! [Brands in Culture]( [Why Spotify makes Wrapped its annual marketing moment]( As first-party data becomes increasingly important, so does Spotify’s Wrapped end of year marketing campaign. Advertisement [Sponsored by Yext]( [Report: Explainer’s guide to a headless CMS]( While some marketers believe a decoupled CMS and a headless CMS are the same, this isn’t the case. A headless CMS separates the front and back end to allow marketers more flexibility. howdy! [Media Briefing: Publishers see a bump in commerce sales during Black Friday weekend despite economic downturn]( Publishers’ commerce businesses show positive signs that consumers are still shopping despite the economic downturn. howdy! [Gaming & Esports]( [Dentsu's new global gaming lead reflects on gaming strategy 'void' in advertising, media]( Despite the rapid rise of gaming in recent years — or perhaps because of it — many brands and marketers are still confused about how to best reach the gaming community. Dentsu’s new global gaming lead Brent Koning is equipped to navigate these uncertain waters. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](