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This research focuses on the topic, YouTube: an alternative to television, which focuses on the changing digital content market and on making different video content available to consumers. This essay also examines the shift of consumer taste from tv to YouTube and other online streaming platforms.
Television, a revolution in the media world, brought about major changes to the presentation of creative content and opened up the way for content creators to present their ideas in different ways. Between 1948 and 1959, TV was one of the mainstream media during the golden age of television in the US. Television replaced theatrical performances by giving users convenient access to digital media, thereby making television, the king in the customer household. It was widely accepted as user access was made easy inside the premises of their home.
TV faced great competition when YouTube was an initial option for entertainment users. It was also in great defiance when YouTube was becoming a means to share feedback, news and knowledge, not only for entertainment. YouTube can now be used to access information about most of the world's subjects. Both religious videos, company videos or cat videos are all easily accessible to customers and provide more variety in different content availability.
YouTube is the second most used search engine in the world, according to statistics from the 2017 Google report. This is indeed an impressive figure, but it is even more remarkable when you consider its potential as an advertising platform. YouTube not only has over 1 billion views a day, it also has a highly dedicated user base of 95% advertising viewability and 95% advertising listening. This number should only increase as increasing numbers of users join the platform. A second study estimated that by 2019, there will be 187,8 million YouTube subscribers in the USA, up from 170,7 million in 2015.
The ever-declining traditional TV channel is on the other side of this coin. In a report in 2017, television viewership statistics were not so shocking. The biggest factor in this analysis was the age group of 18-24 years where close to half of the conventional time spent on TV in the last five years shifted to other channels. According to Nielsen, conventional television is still the largest source of video consumption, but it decreases rapidly.
The information shows us exactly what's going on and where are trends, but how it affects marketing? If you learn how advertisements are purchased, that's quite straightforward. The traditional method of procurement between ad agencies and reps can be a long process of extension. Everything begins with a proposal, the buyer then weeds the information and space negotiations and finally a purchase is made.
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