Welcome to YouTube Festival Spotlight, a three-part podcast series created in partnership with Google, offering an exclusive behind-the-scenes look at the festival while highlighting top brands on YouTube.

In this third and final episode, IAB UK's CMO James Chandler is joined by Raffaella Stratta, EMEA Senior Marketing Research & Insights Manager at Google and Morgan Burgess, Associate director at MTM, to dive into into the latest insights from the Why We Watch report.

The report explores the changing relationship between viewers and online video content and reveals how the diversification of content and the explosion of user-generated content have reshaped viewers' standards of quality and engagement.

More on Why We Watch here: https://blog.youtube/culture-and-trends/how-viewers-define-content-quality-2024/

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