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YouTube becomes dominant daytime TV

Mark Roberts

Mark Roberts

From the New York Times...viewing of YouTube has become a dominant force in daytime TV. (Gift link)


Pull quote:
Much of YouTube’s lead ... comes from its dominance during the daytime, adding a challenge for media and streaming executives who are trying to puzzle through how to close a widening gap.

At 11 a.m., for instance, YouTube had an average audience of 6.3 million viewers in October, Nielsen said. Netflix’s audience is less than half of that (2.8 million). Amazon has about a million viewers at that hour, and some streaming services, like HBO Max, Paramount+ and Peacock, draw fewer than 600,000.

YouTube, which is owned by Google, continues to hold a commanding lead as the day progresses. It is only in prime-time hours that the competition narrows significantly....
Click to expand...

Note that this is about YouTube, not YouTube TV, the more traditional cable-TV-like subscription service.
 
Hundreds of thousands of things to mindlessly watch on YT.

Many simply find a few episodic items to watch on a weekly basis, and as long as they continue to crank out content, there will be people there to watch.

40,000 weekly viewers of a wainwright in Montana, who restores them and has been doing so for 40 years.

Hundreds of thousands who watch people mow grass for people for free.
 
I wonder what percentage of YouTube viewing is for entertainment-based content and how much is about things like installing a new video card in your computer or building a backyard barbecue?

I think that the NYT's comparison of YouTube with Netflix et. al. is disingenuous. YouTube is filled with everything from reviews of bed-sheets sold by Amazon to descriptions of how to treat a garlic clove... none of which are on the services like Prime, Netflix, Hulu, etc.
 
davideduardo said:
I wonder what percentage of YouTube viewing is for entertainment-based content and how much is about things like installing a new video card in your computer or building a backyard barbecue?
Click to expand...
I use it for both, but much more often for entertainment.

YouTube was invaluable to me a few days ago when I couldn't figure out how to pry open my new Xumo remote to change the batteries. Apparently, many others are having the same problem, as multiple videos came up in response to my query. But most of the time I'm watching live or archived sports, streaming webcams, and the amazing potpourri of miscellaneous documentaries, instructional and military videos compiled by the folks at Periscope Films. I must spend 2 or 3 hours with YouTube daily now that I'm retired, except on weekends.
 
For me, the key is video length. If I have a few minutes, I can find some video that looks interesting and is the length I want to devote to watching something. I don't have to commit a fixed 22 or 45 or 60 minutes to a pre-canned episode of some show, I can find a 5, or an 8 minute or a 15 minute something, then go onto other things. It can be a collection of shorts that add up to that same 15 minutes. If I start something and find the content creator has suckered me with a bait-and-switch, I'm out of there and onto another video of the desired length. I control the time commitment.
 
Im surprised the article didn’t also compare YT’s viewers to broadcast tv daytime viewers. Looking at a random week in September CBS and ABC had a combined approx 6.4 million viewers at 11 AM. That doesn’t include NBC (which doesn’t have a network show at 11 AM), PBS or independent channels.
 


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