As YouTube bragged to advertisers on day one of initial pitches, the user-generated streaming service claimed that, compared to traditional TV, streaming platforms and social media, it comes first. almost at all levels.
The platform unveiled data from a study by research firm Talk Shoppe and commissioned by YouTube parent company Google, which asked respondents to rate services based on RISE (relevance, intellectual, sensory, emotional). The research was carried out in January this year and Talk Shoppe spoke to 2,000 participants to see how they thought various programming platforms stacked up.
The survey found that 86% of respondents believed YouTube provided users with content that was both relevant and intellectual, a figure that put them significantly ahead of competitors, who collectively stood at 73% and 79% respectively.
In terms of emotional impact, YouTube again came out on top with 84% saying the service provided emotional content, while social media came in second with 80%.
The only metric in which YouTube didn’t finish first was sensory, which compares how content is presented visually and aurally. Streaming services led the way with 76% to YouTube’s 72%.
The research also indicated popular support for the streamer’s recent strategic shift away from creating original programming. According to the deadline“Respondents were 4.2 times more likely than average to agree that ‘telling a good story’ is more important than programming ‘made by an established production company'”.
As streaming services continue to add subscribers, YouTube seeks to remain a single platform. With 122 million daily active users streaming 1 billion hours of content daily, the service is no longer trying to compete with Netflix, Hulu, et al. in terms of original content; instead, it launched an abbreviated spinoff called YouTube Shorts to compete with TikTok and Instagram Reels.
The change underscores the company’s return to its founding mission, of letting “you” stream and watch the kinds of things you want.
YouTube Proper and YouTube Shorts rely on creators big and small to deliver programming that appeals to all audiences, along with a finely honed algorithm to deliver the right content in front of the right people. While this makes it a very different ad-supported video on demand (AVOD) experience from Freevee, Roku Channel, Pluto TV and others, it has allowed YouTube to become a major contender when it comes to broadcast time. So, while often overlooked in discussions of the streaming wars, YouTube’s impact on the industry shouldn’t be underestimated.