Alex Gault’s Post

YouTube made up 9.7% of all viewership on connected and traditional TVs in the U.S. in May — the largest share of TV for a streaming platform ever reported by Nielsen’s monthly “The Gauge” report. Netflix ranked 2nd, claiming 7.6% of viewership. Among streamers only, YouTube’s total viewership was close to 25% market share -> https://lnkd.in/dvNEbYXZ

The common answer to who is winning the streaming wars is Netflix, but the real answer is YouTube. YouTube has been the most watched US streaming service for 15 months and counting — ahead of Netflix. I spoke with YouTube execs, YouTube creators, traditional media executives and analysts about YouTube’s growing dominance and what every other media and entertainment company should be doing about it. The story is here and includes a 14 minute digital video made with producer Devan Burris.

YouTube is streaming's true king. According to CNBC, while Netflix may be popular, #YouTube is actually the top streaming platform. Nielsen data from May indicates that YouTube accounted for around 10% of all viewership on traditional and connected TVs, surpassing Netflix's 7.6%. The company has been the industry leader for 15 consecutive months, and more than half of viewers now watch content on traditional TVs. Other streaming services are now faced with whether to partner with YouTube, compete against it, do both, or consider it a different product that serves a different purpose. #mediamix #streaming #socialvideo #socialmedia #socialmaketing

📺 What's viewed most on US TV screens? ▶️ monthly snapshot of viewing across linear TV and streaming put YouTube once again in the top spot among all streaming outlets in January, with 8.6% of all viewing on U.S. TV screens. That makes 12 consecutive months for YouTube at No. 1. #Youtube #creatorcommunity #streaming

YouTube Remains a Television Industry Frenemy - After 20 years, YouTube still occupies a curious but tremendously important space in the television industry. For years since its inception, it was in a category of its own; user-generated short-form content was considered a sort of social media, more akin to Facebook than the traditional shows and programs on real television. But as the quality of content on YouTube has increased and “real television” has embraced over-the-top distribution, the lines that once separated YouTube and the old fashioned Tube are blurring. Now with renewed interest surge in FAST and AVOD services, and the fact that a YouTube app is on every device that the big subscription streaming services are, YouTube is competing with traditional TV more than ever, accounting for 10% of all video viewership on connected TVs according to Nielsen. And what Nielsen is able to capture is only a fraction of the total viewing. When PC and mobile viewing is taken into account, the number is surely much higher. At FreeCast, we see YouTube as both a very important part of the future of user-generated content and user-aggregated content. Keep an eye out for the obvious that always hits hard when revealed. #freecast #nextgenstreaming #streamingwars #nomoreappdiving https://lnkd.in/eAVikd98

"I LOVE the Drake" 💖 or "I HATE Drake" 💔 – which Seinfeld camp are you in when it comes to the streaming wars? 🤔 YouTube, the underdog turned top dog, has surprised everyone by dominating the streaming landscape. Who would've thought we'd be glued to cat videos on our TVs? 😹 This fascinating article explores how streaming competitors should respond to YouTube's unexpected reign. What's your take on YouTube's success? Is it a model to emulate or a threat to overcome? Share your thoughts in the comments! 👇 #YouTubeDomination #StreamingWars #SeinfeldReference #MediaStrategy #FutureOfMedia

🌟 YouTube Continues to Lead in Streaming Dominance! 📺✨ In May, YouTube accounted for 9.7% of all viewership on connected and traditional TVs in the U.S., marking the highest share for a streaming platform ever recorded by Nielsen’s monthly “The Gauge” report. Netflix followed, capturing 7.6% of viewership. Focusing on streaming platforms alone, YouTube's viewership approached a 25% market share. ...“We [Disney] used short-form video on YouTube as a promotional device for our content. But I don’t think that we at Disney, nor have any other traditional media companies, leaned into YouTube as an original storytelling device the way they probably should have.” #YouTube #Streaming

My 50 cents in the prediction game of the streaming industry. The one to watch in 2024 in the TV/streaming space (besides VIDAA) is YouTube! Why? Read below. 1. Consumption A vast majority (we're talking 50% plus) of all TV streaming consumption is YouTube. Not your global subscription heavyweights, not your local unicorns, not your ISPs ... YouTube. And this is not declining at all. Everyone else is stealing from one another, YouTube is maintaining its share. 2. Content Why is more than half of all streaming consumption on TVs YouTube? Content. It's all there. Shows, movies, shorts, music ... all there. People and content providers that are trying to compete with them GIVE it to them. For free! 3. Discoverability and searchability The YouTube search box is powerful as heck! It has it all. It knows it all. It knows how to prioritize. It is the quickest way to ANY content you need. Period! 4. Distribution 100% of all TVs shipped on the face of the Earth come with the YouTube app AND a YouTube button. 100 percent. All of them! You can't buy a TV without it. Manufacturers can't afford to make it. No negotiations. And on Android/Google the integration is even deeper. 5. Advertising They own the ad dollars, have a great backend for ordering ads, and have an extensive offering of products beyond the TV. They are the one-stop shop for advertisers. Fully integrated into every pore of your life. 6. Data They. Know. Everything. Across devices. Individualized. And with this data, they're 27 steps ahead of anyone else trying to figure out what content works and is monetizable. They see consumption, they see the ad demand, and they can optimize and create a better package, be it transactional, ad-supported, or subscription. They don't have to risk and spend billions on content, but they can monetize it like no one else. So if you want to know where the industry will go, follow what they do very closely. They are the only player in the OTT space that can shift the industry fast and dirty. If the streaming bundle (especially a customizable one) is happening, my money is on YouTube. #streaming #ott #smarttv #youtube

The competition for attention is more intense than ever. Just because a player doesn't offer the exact same service doesn't mean they aren't vying for the same eyeballs. 👀 A recent Nielsen report throws a surprising stat our way: YouTube accounted for nearly 10% of ALL viewership on connected and traditional TVs in the U.S. in May! This puts them ahead of Netflix and highlights the evolving landscape of content consumption. Here's the takeaway: the days of viewing TV in a linear fashion are over 📺. As consumers become more fluid in their viewing habits, accustomed to on-demand and user generated content, personalized recommendations, platforms like YouTube are emerging as major players in the TV landscape. This article from CNBC dives deeper: https://lnkd.in/em-DcCvd #Youtube #streaming #ConnectedTV #competition