As viewing habits change, youth brands move advertising budgets from TV to digital
Digital steps in
Brands once present on networks like MTV now invest in OTT, YouTube, and short videos where youth engagement is stronger, agreed Rupali Chavan, senior vice-president and head of business at media agency Mudramax. Instead of TV spots, they’re using creators, influencers, connected TV ads, and interactive content. The focus has shifted from broad reach to genuine connections, she added.
