Focus platforms 2025.

At OMR 2025, Scott Galloway provided precise figures that should play an important role in B2B media strategies. The data shows that these channels are gaining in importance and deserve strategic attention.

YouTube generated revenue of $36 billion in 2024 and is rapidly catching up with Netflix ($39 billion). But the decisive figures lie elsewhere: with an 11% market share in streaming, YouTube has already overtaken Netflix (10%). Politically, the platform has long been decisive – Trump achieved 80 million views with the Joe Rogan podcast, while Harris’ traditional media appearances only reached 5 million viewers.

The B2B advantage: YouTube users are younger. While cable news has an average age of 70, prime time TV reaches 65-year-olds and newspapers reach 60-year-olds, YouTube attracts significantly younger target groups.

For B2B marketers: YouTube complements traditional channels as a research tool and decision-making platform. Those who strategically place content here can reach decision-makers in their active information phase.

Galloway’s own podcast, ‘Pivot,’ reaches more people per capita than traditional news stations with a small team. The figures underscore its relevance: 47% of the US population regularly listens to podcasts, compared to 42% in the UK. One-third of the total audience is concentrated on the top 10 of over 3.2 million active formats.

The key: podcasts build trust through time and depth. B2B decision-makers use them for further training and market assessment. Those who are present here – as sponsors or guests – reach highly qualified target groups with a high level of attention.

For B2B marketers: podcasts are particularly suitable for complex products and services that require explanation. Listening habits create trust and a perception of expertise. They are also an exciting advertising environment.

TikTok may be louder, but Meta remains structurally dominant. Eight out of ten internet users outside China use at least one Meta product every month. Facebook, Instagram and WhatsApp generate the most traffic and thus the largest database for AI training.

The key figure: over 150 trillion tokens – units of language data – in large language models come from Facebook posts. Wikipedia plays hardly any role with only 0.01 trillion tokens.

The strategic advantage: Meta is already integrating AI assistants into all its products – as navigation aids, sources of inspiration and conversation partners. This early integration provides structural advantages for advertisers who want to run AI-optimised campaigns.

Traditional demographic planning remains important, but is being supplemented by new factors: usage behaviour, AI integration and platform data quality are becoming increasingly significant.

Reach remains important, but is complemented by relevance, context and AI optimisation.

Galloway’s figures show that these three platforms deserve a permanent place in the media mix. YouTube, podcasts and Meta offer specific advantages that can complement traditional channels in a meaningful way.

If you want to allocate your budgets where your target groups really make their decisions, please get in touch.