Global video supremacy struggle: YouTube becomes the biggest competitor of Netflix

[abstract] of all users who watch any video streaming service in the United States, 96.

1% of users who use YouTube,73.

8% use Netflix.

According to foreign science and technology media reports, in the Indian capital New Delhi, hundreds of thousands of people take the quiet subway through the overcrowded suburbs to work every day.

As the train arrived at the station, many people scrambled to find a seat, and the quiet atmosphere was interrupted every few minutes.

A few seconds later, everyone turned their attention to the smartphone screen and continued to play the comedy sketches they had watched on YouTube.

More than 10, 000 kilometers away, executives of American video giant Netflix are scrambling to find new strategies to attract these viewers.

Earlier this year, CEO Reed Hastings (Reed Hastings) repeatedly regarded users' sleep time as the biggest competitor to his service, and he wondered if the next 100 million Netflix users would be in India.

These users may be in India, but YouTube rather than sleep time has taken over these users.

Although Netflix and Amazon (Amazon) have invested billions of dollars in producing original content, they are still struggling to make progress in emerging markets.

On the other hand, YouTube is growing rapidly and has even become a heavy application for new Internet users.

YouTube's control of emerging markets.

In India, for example, YouTube has 245 million monthly active users, accounting for 85 per cent of all Internet users in India, and the company told the media that about 60 per cent of YouTube traffic in India comes from outside six major Indian cities.

YouTube has about 74 million monthly active users in Indonesia, up more than 50 per cent from the same period last year, Google revealed at an event this week.

In Thailand, YouTube covers 92 per cent of rural users and 93 per cent of urban users.

I think one of the main reasons why YouTube is so successful in emerging markets is that it is more smartphone-centric.

Videos in short format are suitable for mobile viewing, rather than long format.

Watching a two-hour movie on your phone is not particularly comfortable, "explains Michael Goodman (Michael Goodman), director of TV and media strategy at technology market research firm Strategy Analytics.

With the growth of YouTube content consumption, video creators are also looking for loyal viewers.

In India alone, YouTube now has more than 600 channels with more than 1 million subscribers, up from 20 in 2016.

Record company T-Series is competing with PewDiePie for the largest number of YouTube subscribersIt took the company 10 years to get its first 10 million subscribers.

In the past two years, its subscribers have increased to 60 million.

Globally, the number of video channels with more than 1m subscribers has grown by 75 per cent this year, according to YouTube.

In order to grow rapidly and expand its business, Google has signed agreements with an unknown number of Internet access service providers around the world to treat YouTube traffic differently.

For example, several telecom operators and broadband providers do not include users' YouTube consumption in their monthly data plans.

To some extent, YouTube also benefits from being pre-installed into most Android phones.

The huge impact of YouTube however, YouTube's success is not limited to developing markets, it is used by 1.

9 billion logged-in users each month.

According to a 2018 estimate by market research firm eMarketer, 96.

1% of all users who watch any video streaming service in the United States use YouTube,73.

8% to tell the media using Netflix:YouTube that 75% of the viewing time on the platform takes place on mobile devices worldwide.

The average viewing time for mobile users is 60 minutes per day.

In other words, this is the amount of time a user can spend watching Netflix in a day.

According to eMarketer's estimates, the average user spends about 86 minutes a day watching online videos on streaming services this year (Netflix doesn't disclose personal viewing time).

Some analysts interviewed said YouTube's recent moves could further boost its user base and consumption.

Last month, YouTube began adding full Hollywood movies to its website.

A few days later, the company announced that it would provide original content to non-paying users.

However, Paul Funer (Paul Verna), an analyst at eMarketer, pointed out that YouTube's move to abolish the fee membership also highlights the difficulty of monetizing video content through payment.

Perhaps the biggest advantage of YouTube over Netflix is the breadth of its video content and its free access to content.

Whether it's a speech at the Oxford Union, a government press conference provided by C-Span, or a daily American talk show, the platform can meet a variety of viewing needs.

Goodman, an analyst at Strategy Analytics, added that while YouTube has invested heavily in producing original programs and licensed films, it accounts for only a small portion of its total content.

"compared with other consumption on YouTube," he said.

The number of people watching original content and movies is just a drop in the ocean.

" In other words, Netflix and Amazon and 100 other online video media services are not competing with an entity on YouTube, but with millions of video content creators.

Although Netflix does not see YouTube as a threat, it is clear that the company acknowledges the existence and influence of YouTube on a daily basis.

If you visit the YouTube website frequently, you will probably have seen the ads for Netflix there.

Netflix also hopes to find more member users through the YouTube platform.

For example, Netflix recently offered a weekly program called "Patriri Act With Hasan Minhaj", which is broadcast free of charge on YouTube's channel.

Transferred from Tencent Technology report / feedback