BBC Studios on the "Year of YouTube": the side door is now the front door

BBC Studios SVP of digital Jasmine Dawson argues YouTube is no longer a marketing channel or archive shelf but "a strategic route to audience growth, brand building and new monetisation," noting audiences spent 2.1 billion hours watching BBC Studios content on YouTube last year. The real question, she writes, is whether broadcasters use YouTube as a shop window or a fandom engine.