YouTube now sees more on TV, beats television viewers

The headquarters of the world's largest video entertainment source has nothing to do with a Hollywood study. There are no familiar show posters, no screenwriters proposing ideas, no voice studios or tourists.

But after the video revolution we see on laptop and phone, YouTube is now the king of Hollywood's main territory: television.

YouTube became the most watched video provider in the US earlier this year, and its priority has only increased, according to Nielsen's data. Now people watch YouTube on TV more than on phones or other equipment on average than a billion hours a day. This is more than you benefit Disney from its television network, cable channels and three streaming platforms together.

In response, the influencers, producers and performers of YouTube collectively known as “creators” are creating longer and more quality videos that fit into families and groups of friends who watch together in living rooms. YouTube is also rapidly improving its TV app, adding new functions to keep users in front of the screen. (Vecmas, it also sells “YouTube TV”, a canal package costing $83 a month. )

In the typical style of Silicon Valley, Google-owned company aims not only to preserve the advantage on TV, but to dominate the future of entertainment.

Our goal is that the YouTube app will be the gateway for most of the video content that exists on the Internet,” says Christian Oestljan, the production manager for YouTube television. One of the ideas the company is considering is providing personal content, such as. Sum up from the players in a football fantasy.

For most of the 20 years since it was established, YouTube was viewed as a free alternative to television. A home for simple videos like scanboard tricks or video “how to do”, which Hollywood viewed as a distraction from real “fun.

YouTube started as a video page on computers. He went on television in 2010, but the interface was inappropriate. Until 2020, a generation used to watch videos on the phone began to watch in the living room with partners or children. And while Netflix and Disney+ raised prices, YouTube remained free.

That turned him into a media giant. MoffetNathanson analysts estimate that YouTube's revenues last year were $54.2 billion, ranking second after Disney.

The decisions YouTube leaders make on app design or algorithm have major effects on global pop culture.

Kurt Wilms, who became senior director of the YouTube TV product in 2018, turned the app from a simple research tool to a phone-like experience: custom recommendations, subscriptions, comments, TV-adjusted commercials, and control through the remote control.

A future function called <x0ows” will allow YouTube to automatically show the next episode of a channel, creating full seasons for the first time like Netflix.

People watch not only individuals playing video games or talk about their personal life, but also more and more comedy, documentary, animation and talk shows, which were once exclusively on TV.

“Good Mythical Morning” is a classic example. For nearly 20 years, Rhett & Link have turned their channel by 19.3 million subscribers into a studio with over 100 employees outside L.A. The show has become more popular on TV since the end of 2023 and represents 53% of their views.

The same thing happened with the “Hot Ones” and the children's educational videos, which are now mostly watched on TV.

Data shows that the average time of long video viewing (15+ minutes) has increased significantly, and most of the time it happens on TV. This is also useful for the creators, because YouTube shares 55% of its income from advertising with them and advertising that is placed in the middle of videos (<x0mid-rolls”) is more profitable.

For example, comedian Queenlin Blackwell, who used to make video 10-30 minutes with friends, now makes videos over an hour with a professional team.

YouTube does not select the contents to be created. Her attempt to develop original serials in 2015 failed, except for “Cobra Kai” that became hit only after crossing to Netflix.

Now, the content “Hollywood-ian” comes from partners selling subscriptions inside the YouTube app, such as HBO Max, Paramount, etc.

YouTube has invested in sports rights, such as NFL Sunday Ticket, since 2023 is exclusively on YouTube and costs 378-480 dollars in the season. Now YouTube is also testing the free broadcast of advertising matches as a source of profit.

The platform will broadcast a free NFL match in September and is experimenting with features like “multi-view” (some matches on one screen) and influential commentators.

“50% of viewers have said they prefer to learn about a live event from a YouTube creator rather than look at it themselves,” adds Oestlian.

The most famous YouTube creators have become strategic assets. Wells Fargo suggested that Netflix invest $500m to get some of YouTube's biggest creators.

Some like Mr Beast and Ms. Rachel is cooperating with Amazon and Netflix, but they refuse to abandon their YouTube channels.

The goal is not to beat YouTube,” says Dhar Mann Studios director.
That game has already been won. ” / W SJ