"Why does video dominate all other forms of online content consumption? People want to connect around shared passions. No surprise there.
Which is why YouTube expanding its Community features is no surprise.
But here’s the challenge for marketers and brands:
✅ You don’t own the content
✅ You can’t monetize it directly
âś… You have to for reach at scale.
This reinforces one thing—brands, marketers, and creators have lost control over their relationships.
It's an audience that lives in YouTube’s ecosystem, not yours.
CTV insights are nice, but more data on where views happen doesn’t fix the core issue:
YouTube owns the audience, the data, and the revenue.
It’s time for brands to rethink where they build community.
Own your content. Own your audience. Own your monetization.
Or keep renting your relationships. Your call."
