Damian Radcliffe is right. YouTube has a huge audience, and yes, it reaches younger audiences. And he is right to highlight a quote from Nic Newman, the lead researcher for the Reuters Institute of Journalism digital media report, that most publishers have undervalued YouTube when it comes to their approach at reaching audiences. Some of this comes down to the fact that a lot of publishers think in terms of words, and YouTube is video focused.
The reality is that many approaches to YouTube and other highly trafficked sites isn’t very strategic. It isn’t like the purposeful product experiments that David highlights but rather just to have.a presence there.