![]() That number is right on the heels of the number of 18 to 45 year olds who say they watch MVPDs (old school cable and satellite) weekly- 17% for vMVPDs and 20% for MVPDs.This website needs JavaScript to work properly. YouTube’s growing dominance aside, there was one more interesting finding, which was that vMVPDs, the streaming pay-TV services from Hulu, YouTube, DirecTV, Sling and Fubo now account for a sizable percentage of viewing time, with 17% of 18-44 year olds and 15% of 45-54 year olds saying they watched vMVPDs either daily or weekly. That seems unlikely, however, as Alphabet, which does not even break out YouTube revenue from Google revenue, will not want to expose just how much of their viewing is attributable to different types of content and/or to create different ad formats.Įspecially if advertisers are not asking them to. Given that there is unlikely to be anything vaguely resembling conformity on this from advertisers, it will be years, if not decades, before it shakes out.Ĭonsumers will likely have a say too-if I were an advertiser I’d want to see a study that looks at whether viewers consider YouTube to be just another flavor of TV or something else entirely.Īnd I’d want that study recommissioned every two years or so, given the way things change.Īlphabet itself can also help to make the matter easier to resolve by separating out programming that more easily falls into the “TV” bucket and standardizing their advertising to be more like other streaming services. ![]() The ultimate decision as to whether YouTube is considered “TV” is in the hands of advertisers, who must decide whether they want to keep YouTube in their TV budget, versus making it part of digital or digital video. So a lot of shades of gray and a lot of room for interpretation. ![]() Much of what is on YouTube is indeed low-budget, low production value user-generated “content” with all the pejoratives that word calls up.īut there's also a growing body of work on there that rises above-web series and short films created by people who have worked at mainstream TV networks and movie studios, many of which feature high production values and run at or close to 20 minutes, the number generally accepted as the “cut-off” for TV. advertisers and Alphabet over the next few years, with no real resolution, because the answer, unfortunately is “it depends.” This is going to be a massive bone of contention between the industry. Still, the fact that YouTube is in the number two position among that latter group is telling and raises an even bigger question: Is YouTube TV? The reverse was true among the 45-54 set, where Netflix maintained a more commanding lead, 28.4% to 22.2%. YouTube viewing is slightly heavier among viewers under 45, where it edged out Netflix for the number one spot, 35.2% to 33.6%. This confirms something we’ve been noticing-that YouTube viewing on TV sets appears to be skyrocketing (See Nielsen’s “The Gauge” ratings for similar findings.) ![]() That YouTube stat is also notable in that the survey specifically asked consumers which services they watched on their TV sets, not their phones and laptops. ![]()
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