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