My Dad is 71 and retired. He watches Youtube 12 hours a day More than Fox News,
By Mikeblack · June 12, 2026 · Curated by George's Blog
My Dad is 71 and retired. He watches Youtube 12 hours a day
More than Fox News, Netflix and re-runs of All in the Family on cable TV
That change happened 2-3 years ago, I can't explain why
But it makes me think of the social media analysis we just published at Collage Group
Here's what we learned:
✅ Every platform has reach
❌ But not every platform resonates and connects in the lives and identities of people in the same way
Youtube is the outlier
By a large margin, Youtube is universally trusted and seen as relevant to the lives of almost every macro-cultural group
Generations
Multicultural
Parents of children
So it's reach is amplified by a cultural relevance magnifier that makes your impressions matter more
This is a function of the creator-network they've fostered, which many have tried to copy with various levels of success
Any community, any age group can find content that fits with their interests. It's the Walmart and Amazon of content
But that doesn't mean other platforms don't have unique cultural value within specific population groups
Just look at the leaderboard below 👇
WhatsAp is very strong with Heritage-leaning and Bi-cultural Hispanics
Facebook ties Youtube in terms of cultural resonance with Black consumers
➡️ So the question for brands is: "Do you really know what you're getting with your social media advertising? or streaming / audio advertising too?"
"Are you getting REACH & RELEVANCE, or just reach?"
➡️ And the question for advertising platforms leading in cultural relevance:
"In the world in which reach is a commodity and relevance a premium, should you be re-thinking your sales pitch?"
➡️ and for the platforms not on this grid, the question is:
"What do we have to do differently to resonate and with whom?"
I have a good case study on the impact of this linked below ⬇️