The New Rules of YouTube (2027)

Today's guest is Patty [music] Galloway. He's one of the most sought-after YouTube strategists in the world. And that's largely because of the work that he's done generating over 10 billion views with clients like Red Bull, Jester, and the Philadelphia Eagles. Now, we wanted to [music] bring Patty back on the show because YouTube is

going through one of the most significant shifts in its history. More people are watching YouTube on their connected TVs [music] than any other platform. >> And this shift is having major impacts on creators. [music] It's changing what gets seen and what doesn't. >> Now, the great thing about Patty is that he's in the weeds day-to-day across

multiple YouTube channels. So, he [music] brought forward frameworks and real case studies and real videos that are working in this new era of YouTube. Now, if you've never listened to an episode with Patty Galloway, you're in for a treat because his accent [music] is fantastic. >> Just delightful. >> I could listen to him talk about

anything. >> All right. Now, for our episode with YouTube strategist Patty Galloway. >> All right, Patty. Welcome back. >> Thank you. >> Back by popular demand. >> Exactly. >> [laughter] >> So, you you've brought some graphs. >> I did. >> Let's talk about this first one. This is titled The Great Device Shift. What are

we looking at right now? >> So, it's a very common talking point that people are, you know, mentioning a lot of these days about how YouTube is going to TV, but myself and my team wanted to actually dig into what the data shows about how drastic this shift actually has been. So, this is a a

really interesting graph where we looked at some of our biggest clients, and this is millions worth of view data. And we noticed this really crazy shift um around 2023 where you see for the first time TV starts to lead with our clients as the biggest device type they have um for their viewership. If you kind of