YouTube has revealed television is now its fastest growing viewing platform, with people watching an average of 150 million hours of content per day on TV screens.
On the back of the figures, YouTube is planning to introduce new advertising products, aimed at helping companies target viewers who watch the platform via their TV.
It's introducing an AdWords category called "light TV viewers" described as cord cutters who watch most or all of their video online.
“We’ve already seen that people react positively to ads on the TV screen,” said Debbie Weinstein, managing director of YouTube global services, in a blog post.
“Based on Ipsos Lab Experiments, YouTube ads shown on TV drove a significant lift in ad recall and purchase intent, with an average lift of 47 per cent and 35 per cent respectively.”