Can YouTube Replace 'Traditional' TV?
Published on October 27, 2025 at 01:04AM
Can YouTube capture the hours people spending watching "traditional" TV? YouTube's CEO recently said its viewership on TV sets has "surpassed mobile and is now the primary device for YouTube viewing in the U.S.," writes The Hollywood Reporter. And YouTube is shelling out big money to stay on top: It's come a long way since the 19-second "me at the zoo" video was uploaded in April 2005. Now, per a KPMG report released Sept. 23, YouTube is second only to Comcast in terms of annual content spend, inclusive of payments to creators and media companies, paying out as much as Netflix and Paramount combined, $32 billion... The only question is what genres it will take over next, and how quickly it will do so. From talk shows to scripted dramas to, yes, live sports, there are signs that the platform's ambitions will collide with the traditional TV business sooner rather than later... YouTube has slowly, then all at once, become the de facto home for what had been late night, not only for the shows on linear TV, but for an emerging crop of new talent born on the platform. As it happens, late night itself transformed YouTube when the Saturday Night Live skit "Lazy Sunday" went viral 20 years ago on the platform, which had only been live for a few months... As consumer preferences collide with a burgeoning ecosystem of video podcasts (YouTube now claims more than 1 billion podcast users monthly), the world of late night, and for that matter TV talk shows more generally, increasingly revolves around the platform. One current late night producer says that almost every A-list booking now includes some sort of sketch or bit that they think will play well on YouTube, but booking those guests in the first place has become less of a sure thing. A veteran Hollywood publicist says that for many of their clients, they are now recommending that YouTube podcasts or shows become the first stop, or at least a major stop, on press tours... Nielsen has been tracking the streaming platforms that consumers watch on their TV screens ever since it launched what it calls The Gauge in 2021. But over the past year, YouTube's domination of The Gauge has unnerved executives at some competitors. The most recent Gauge report showed that YouTube was by far the most watched video platform, holding 13.1 percent share. Netflix, in second place, was at 8.7 percent. The article suggests YouTube's last challenge may be "scripted" entertainment — where their business model is different than Netflix or HBO. "On YouTube, it is up to the creator to finance and produce their content, and while the platform regularly releases new tools to help them (including AI-enabled tech that suggests video ideas and can create short background videos for use in Shorts), scripted entertainment is a particularly tricky challenge, requiring writers, directors, sets, costumes, lighting, editing, special effects and other production requirements that may go beyond the typical creator-led show."
Published on October 27, 2025 at 01:04AM
Can YouTube capture the hours people spending watching "traditional" TV? YouTube's CEO recently said its viewership on TV sets has "surpassed mobile and is now the primary device for YouTube viewing in the U.S.," writes The Hollywood Reporter. And YouTube is shelling out big money to stay on top: It's come a long way since the 19-second "me at the zoo" video was uploaded in April 2005. Now, per a KPMG report released Sept. 23, YouTube is second only to Comcast in terms of annual content spend, inclusive of payments to creators and media companies, paying out as much as Netflix and Paramount combined, $32 billion... The only question is what genres it will take over next, and how quickly it will do so. From talk shows to scripted dramas to, yes, live sports, there are signs that the platform's ambitions will collide with the traditional TV business sooner rather than later... YouTube has slowly, then all at once, become the de facto home for what had been late night, not only for the shows on linear TV, but for an emerging crop of new talent born on the platform. As it happens, late night itself transformed YouTube when the Saturday Night Live skit "Lazy Sunday" went viral 20 years ago on the platform, which had only been live for a few months... As consumer preferences collide with a burgeoning ecosystem of video podcasts (YouTube now claims more than 1 billion podcast users monthly), the world of late night, and for that matter TV talk shows more generally, increasingly revolves around the platform. One current late night producer says that almost every A-list booking now includes some sort of sketch or bit that they think will play well on YouTube, but booking those guests in the first place has become less of a sure thing. A veteran Hollywood publicist says that for many of their clients, they are now recommending that YouTube podcasts or shows become the first stop, or at least a major stop, on press tours... Nielsen has been tracking the streaming platforms that consumers watch on their TV screens ever since it launched what it calls The Gauge in 2021. But over the past year, YouTube's domination of The Gauge has unnerved executives at some competitors. The most recent Gauge report showed that YouTube was by far the most watched video platform, holding 13.1 percent share. Netflix, in second place, was at 8.7 percent. The article suggests YouTube's last challenge may be "scripted" entertainment — where their business model is different than Netflix or HBO. "On YouTube, it is up to the creator to finance and produce their content, and while the platform regularly releases new tools to help them (including AI-enabled tech that suggests video ideas and can create short background videos for use in Shorts), scripted entertainment is a particularly tricky challenge, requiring writers, directors, sets, costumes, lighting, editing, special effects and other production requirements that may go beyond the typical creator-led show."
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