YouTube drew 2,700 industry executives to a cavernous Javits Center for its Brandcast NewFront to tout its audience scale vs. primetime TV. CEO Susan Wojcicki said that during primetime in the U.S. more 18-49 year-olds watch YouTube videos than the top 10 TV shows combined, according to a Google-commissioned Nielsen study in December, 2015.

Based on the same study, Wojcicki said that it reaches more 18-49 year-olds than any broadcast or cable TV network, on mobile alone. But YouTube is not only proud of its mobile viewership, it also said the number of hours watching YouTube on connected TVs more than doubled in the past year.

YouTube also shared data about the reach and effectiveness of its Google Preferred program, where advertisers can buy ads against YouTube’s most popular channels. YouTube said that Google Preferred advertisers almost doubled in the past year, and that it reached more people in the U.S. on mobile alone than all full episode players. Watch time for Google Preferred channels increased 65% vs. last year.

Extending the scope of Google Preferred, YouTube also launched “Breakout Videos” for advertisers to buy against top trending videos. Soon these videos and others in Google Preferred will all be accessible programmatically via DoubleClick Bid Manager.

YouTube also announced that all NBA inventory is part of Google Preferred, with league commissioner Adam Silver on stage disclosing that 60% of its 700 million views in the past year came from outside the U.S. with the Philippines the second-largest market.

Big Bird also made an appearance to unveil a new Sesame Studios channel within YouTube Kids, with YouTube saying the app generated 10 billion views in the past year.

Testimonials were once again a key part of the Brandcast program, with Nigel Morris, CEO of Dentsu Aegis NA and EMEA and Jack Hollis, Group VP, Marketing for Toyota each speaking to their YouTube research and success. Morris said that the “majority of clients are under-invested in video,” recommending a 2x to 6x increase in online video budgets to optimize. He said Dentsu’s research shows ROI is 50% higher in online video than in linear TV.

Hollis emphasized how Toyota has moved YouTube advertising into 70% “tried and true” ad budget, following success with advertising on YouTube for its redesigned Sienna. Toyota has increased its Google Preferred budget by 400% over the past year.

In addition there were numerous appearances by YouTube stars at Brandcast, which was hosted Lilly Singh.

Brandcast  is always the largest gathering of the NewFronts and for good reason - YouTube’s scale and cultural influence is unparalleled.The rapid adoption of connected TVs, now in over 65% of U.S. homes, has opened up a whole new opportunity for the company to expand time spent and pursue longer-form programming. Inevitably this puts YouTube on even more of a collision course with traditional TV.