YouTube is the future of TV! Or is it? Does that even matter? YouTube has long been the most watched video platform in the World and now that it sits alongside Netflix, Disney, Amazon and the major broadcasters front and centre on the connected TV it is increasingly presenting opportunities for incremental audience reach, particularly among younger viewers. How should broadcasters and content owners think about YouTube as part of a wider distribution strategy? And how can they make the money work for them when social media advertising value meets professional content budgets?