스트리밍을 지배하는 YouTube: 전통 미디어에 대한 위협

TV 시청에서 YouTube의 지배력은 넷플릭스와 같은 전통적인 미디어 기업과 스트리머에게 도전장을 내밀며 업계의 미래 전략과 콘텐츠 제작에 영향을 미치고 있습니다.

### YouTube: 미디어의 미래를 형성하는 거침없는 힘, YouTube
* 📺 YouTube는 가장 많이 시청하는 스트리밍 플랫폼이 되었으며, 전체 시청 시간에서 디즈니를 제외하고는 **넷플릭스를 제치고 전 세계 TV 시청 시간을 선도**하고 있습니다. 그 규모에도 불구하고 **놀라운 속도로 성장**하고 있습니다.
* 💰 YouTube의 수익은 주로 광고로 인해 급증하고 있습니다. **2023년 전 세계 광고 수익은 약 315억 달러**로, 많은 기존 미디어 회사를 능가했습니다.
* 🎥 YouTube의 콘텐츠는 주로 크리에이터가 주도하며, 매일 **약 370만 개의 새로운 동영상**이 업로드됩니다. 2023년 설문조사에 따르면 **Z세대와 젊은 밀레니얼 세대의 대다수가 이 플랫폼의 사용자 제작 콘텐츠를 선호**하는 것으로 나타나면서 **사용자 제작 콘텐츠의 인기**가 점점 높아지고 있습니다.
* 🌍 모든 기기에서 모든 언어로 제공되는 YouTube의 글로벌 도달 범위는 크리에이터에게 다른 어떤 플랫폼도 제공할 수 없는 혜택을 제공합니다. **지난 3년 동안 YouTube 파트너십 프로그램은 700억 달러**를 지급했습니다.
* 🚀 전체 시청의 절반 이상이 기존 TV를 통해 이루어지고 있는 **YouTube의 거실 장악**이 가속화되면서 **기존 TV에 큰 영향**을 미치고 있습니다. **넷플릭스와 아마존 프라임**이 광고 시장에 진출하면서 경쟁이 더욱 치열해졌습니다.
* 🔮 YouTube의 지속적인 인기가 전통 미디어에 미칠 향후 영향은 아직 불확실하지만, **미디어 기업이 젊은 시청자에게 다가가고 콘텐츠 제공을 확대하는 데 있어 중요한 플랫폼**으로 인식되는 경향이 점점 더 커지고 있습니다.
* 🤝 YouTube는 기존 미디어 회사 및 스트리밍 서비스의 경쟁자이기도 하지만, **많은 사람들에게 콘텐츠를 홍보**하고 시청자와 소통할 수 있는 **보조적인 배포 플랫폼**의 역할을 하기도 합니다.
* 📈 YouTube의 매력은 크리에이터 생태계에서 비롯된 다양한 유형의 콘텐츠와 비즈니스 모델을 **한곳에 나란히 배치**할 수 있다는 데 있습니다.

Andrew Ross Sorkin: The transition from traditional television to streaming services has led to a major cord cutting across the country. So did Netflix just win the latest round of the streaming wars? 
Victoria Greene: I see them as winning the streaming wars. 
Alex Sherman: Netflix the great media disruptor, a company that turned the entertainment industry on its head. In light of Netflix's ability to just be and be the king in this sandbox, as established media companies struggle to turn a profit on their own streaming services, many pundits crown Netflix the winner in the streaming wars, the OG of subscription streaming, the king of digital content. 
Tom Rogers: I always say the crown as a program may be over, but it has been crowned the most successful media company and most valuable, and it will continue. 
Alex Sherman: Netflix makes up more than 7% of total TV usage in the US. But surprise, it's technically not winning the

streaming wars. YouTubers: I'm gonna spend the
next 50 hours buried alive in this coffin. Gotta be honest. I
kinda think I can do? Expert, no, no, no, no. Alex Sherman: The most watched
streaming platform is YouTube. YouTubers: Hi, friends. I kind
of have a different take on this. Alex Sherman: YouTube, of
course, isn't new. You know that already. It was founded in 2005,
but what is new is its accelerating domination of the
living room. More than half of all YouTube viewing is now done
on a traditional television. The alphabet-owned video streaming
platform has led the entire streaming space in overall time
watched for 15 consecutive months ahead of Netflix. And if
you zoom out to the entire TV world, we're talking cable,
broadcast, and streaming. YouTube has still watched more than
every other media company's

platforms other than Disney, which owns Disney plus Hulu, ESPN, ABC, and other cable networks like FX and Nat Geo. Rich Greenfield: whether we're talking Disney plus or Hulu or Paramount plus. You look at who's still growing, growing the greatest share year over year. It is insane that YouTube is still dominating the growth rate, even despite their size. Kevin Mayer: any competitor for time and attention is obviously not good for streamers. If Alex Sherman: YouTube is already this far ahead and growing, should other streamers be worried, even Netflix. It's been almost two decades since Netflix moved to online streaming kicked off a massive shift in the entertainment industry, a Race to the Top that would eventually be deemed the streaming wars. Currently, almost every major media entity is represented in the space in one way or another, all vying for the attention of a massive digital audience dominated by

younger viewers.

Rich Greenfield: So many media executives that we would run into is they, they always sort of tried to silo and say, Okay, there's this thing called premium content, that's what you make for TV or for streaming, and then there's this other stuff that you watch on YouTube.

Alex Sherman: Now you may be thinking, isn't YouTube a social media site? Is calling it a streaming service comparing apples to oranges?

Rich Greenfield: When you think about time spent, it's absurd to separate it into different buckets, whether you're watching the NFL or whether you're watching Tiktok or whether you're watching YouTube. It doesn't matter. It's just time.

Alex Sherman: When Google bought YouTube back in 2006, it paid 1.65 billion for a platform that was only a year old at the time. Fast forward to today, and analyst Michael Nathanson says

YouTube alone could be worth $400 billion. That's not only worth more than Netflix; it's worth more than Disney and Comcast combined. Kevin Mayer: YouTube is still the intercom gorilla in this space, and I do believe they're a pretty unstoppable juggernaut globally. Alex Sherman: YouTube is the second most visited website in the world, sitting just behind its parent company Google in monthly traffic. Kevin Mayer: So they have two modalities, the traditional horizontal video; they have the vertical video. They have a personalization engine that I think is kicking in in a big way. Tara Walpert Levy: That is increasingly one of the biggest and fastest growing platforms we're on. And when people are sitting down to watch TV, they're increasingly turning on YouTube, and you see a lot of what you'd expect, which is that they are watching longer sessions, longer content. A lot

of our biggest creators are starting to make longer content for the TV. Unknown: More than a billion hours of YouTube content is watched on TVs every day, with 150 million connected TV viewers tuning in each month. The amount of YouTube creators who say the majority of their watch time comes from TV climbed more than 400% in just three years. Rich Greenfield: We're not talking about your mobile phone, your laptop that I'm sure you see your kids using all the time, but on the biggest screen in the house, the TV. 25% of the streamed content is coming from YouTube. Every executive has to be paying attention. Another Unknown: major factor behind YouTube's success is the cost or lack of it. While younger audiences have shied away from $100 per month for cable TV, nothing is more appealing or user friendly than free. Brittany Broski: YouTube makes a lot of money because they keep

it free the minute you put up that wall, a literal paywall between the product you're trying to push and the people you want to push it to people aren't gonna care. Unknown: And that brings us to YouTube's other secret weapon. It's content and content creators Tara Walpert Levy: they're producing at a level that is consistent with what we've traditionally expected from Hollywood. Unknown: The beauty of it, and the evolution of what the platform has become, is that whatever you want to find on YouTube, you will find it. Alex Sherman: YouTube's bread and butter is its user generated content, or what YouTube likes to call creator led content. YouTube sees about 3.7 million new videos uploaded to its platform daily. That's more than 271,000 hours of fresh content each day. The responsibility of content generation falls solely on creators, not the company. Saving YouTube billions of dollars.

Tara Walpert Levy: Our business
is much more about scale and audiences and technology, and
that's the base that we came from, and that's why you see us
typically not also getting into the traditional Studio business. Michelle Khare: From the Creator
side. It's something that I think is very, very exciting, in
the sense of creators can have their work viewed on a
television and the only barrier to entry is the Upload button. Alex Sherman: For years,
traditional media executives viewed YouTube's creator-led
content as low quality, thinking, sure, it's free, but
eventually, users will want to watch something with more
substance. But recently, the evidence suggests otherwise. A
2023 survey found the majority of both Gen Z and younger
millennials say user-generated content is their preferred
entertainment method. According to a Pew Research Study, 71% of
teens say they use YouTube.

daily, with one in five claiming
they're on YouTube almost constantly. Unknown: I grew up on YouTube. I
think that's a big difference. Is I've seen the way that it has
evolved, and it has filled in the space between the streaming
platforms. I think there's a lot of like viewers fatigue. There's
so much media out there that when you find a person that you
really like or that you really resonate with, or a type of
content that you like, it fits into a routine of your life. Alex Sherman: Part of the draw
is reliable, consistent contact, like a relationship, even if
it's through a screen. YouTubers are available to their
audiences. Viewers aren't waiting for new seasons or
renewals of their favorite series, and comments and
analytics mean creators get real-time feedback on what is and
isn't working. During COVID, with millions of people stuck in
their houses around the world.

YouTube provided people with something more than just passive content. It gave them social connection. People feel Unknown: like they know me because I'm a friend to them, they can throw me up on the TV. And I'm sharing parts of my life. I'm sharing my opinions, what I'm doing every day. A lot of people work from home now, it's just throwing something in the background. That is, it's not risking missing out on a chapter. It's just for company, to be honest, what Michelle Khare: I've appreciated about being a YouTube creator is having the opportunity to iterate, create content and receive feedback from an audience immediately. We have so many creators like red and link, Jimmy Donaldson, MatPat, people who have spent years building their channels into something where you watch those channels and qualitatively can't tell the difference between what we think as traditional and what we think as as what you would expect potentially from digital

Rich Greenfield: So, if you think
about it, from the creator standpoint, they are getting
something that no other platform can give them, which is massive
global reach on every device in every language all over. 

Alex Sherman: The world.
YouTube's revenue largely comes from advertising, and while
traditional media companies have struggled in recent years to
attract ad dollars as cable TV subscriptions have declined,
YouTube has soaked up the revenue. In Q1 this year, YouTube
saw ad revenue growth of 21% year over year. YouTube's global
advertising revenue in 2023 was around $31.5 billion. To put that
in perspective, Paramount Global, one of the largest entertainment
companies in the world, had total revenue in 2023 of $29.6
billion. That's for the entire company, not just advertising.
YouTube shares its profits with its creators. Over the past
three years, YouTube's Partnership Program has paid out
$70 billion. Why

Unknown: would. I create a show
and sell it to a network when I could just put it on YouTube.
You're self-funding. But if the money you're making from AdSense
is going right back into your content to make more money, why
do you even have to contact that third party? Because Michelle Khare: what we're
trying to do here is not like take what's working on TV and
throw it on YouTube. We're trying to iterate on it. We're
trying to be additive to it, put our own spin on it, and
ultimately develop our own version of storytelling. Putting Rich Greenfield: yourself onto
Paramount plus would be like a death sentence to these
creators, because you would be constricting the visibility to
such a small level. Alex Sherman: It's unclear if
YouTube's still growing popularity presents an
existential crisis to traditional media, but it's at
least worth considering that

streamers, including Netflix, may soon need a YouTube strategy to address changing consumption habits, especially among younger viewers. Can Rich Greenfield create a competitor? I'm sure you could. It's certainly not in the DNA of any of these companies. Now that being said, you are seeing talent that grew up in the UGC world start to make inroads into the streaming world. Tara Walpert Levy: You need to make sure you got the scale, you need to make sure you got the technology capability, and you need to make sure you got the balance sheet, and there's probably only a couple companies that can do that. Rich Greenfield: Definitely having an impact on traditional television now. Then you layer on things like Netflix and Amazon Prime doing advertising now, and you know, you have a recipe for a very, very difficult next decade for traditional linear television. Unknown: Not that long ago, traditional media companies saw

Netflix as a companion service,
rather than a competitor. Then Netflix got so popular that it
started to compete for shows and movies against the media
companies who supplied it with content. It's fair to wonder, Is
YouTube ultimately a companion or a competitor? Tara Walpert Levy: Well, presume
that the street the other streamers are our competitors.
They're some of our best partners, right? Because I think
the strategy I see them leaning into is using supplementary
distribution platforms like YouTube to get out their
content, their marketing, their engagement with younger people
and younger audiences. Kevin Mayer: At the end of the
day, Disney is a storytelling machine, and we used YouTube,
that's short form video on YouTube as more of a promotional
device. Now you can still make money on it. Now you can put a
trailer for Frozen Two, a two-minute trailer on YouTube, and
actually have advertising attached to it and sponsorship
attached to it. So you can

of kill two birds with one
stone. You can promote your product, and you can monetize on
YouTube. This Alex Sherman video you're
watching right now is an example of this exact strategy. CNBC, a
cable television network, utilizing YouTube to expand its
reach. Think about how often you see SNL or Late Night with Jimmy
Fallon clips go viral online. YouTube is expanding reach,
which is great for media companies, but YouTube is also
competing against these same company, streaming services, and
the more time you all watch YouTube, the less time you watch
everything else. Kevin Mayer sports is also
subject to the same phenomenon where young people are watching
highlights and highlights only, and the whip arounds like the
Red Zone network. What we're seeing Rich Greenfield from all of
these traditional media companies is they don't have
enough content, and it's too expensive to produce the types
of premium content at scale that

they need, and so maybe YouTube,
or maybe the UGC economy, is a place they look not to create
their competitor, but as a lower-cost way to add content to their
services. Tara Walpert Levy: The magic of
YouTube is the ability to have all of these types of content
and all of these business models side by side in one place,
because we originated from the Creator ecosystem. You.

How YouTube Beat Netflix And Disney In The Streaming Wars

Welcome to the official YouTube channel for CNBC. From 'Wall Street' to 'Main Street' to award winning original documentaries and Reality TV series, CNBC has you covered. Experience special sneak peeks of your favorite shows, exclusive video and more.

For real-time news updates from around the world, visit: http://www.cnbc.com

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CNBC

넷플릭스가 스트리밍 전쟁의 승자로 칭송받지만, 실제로는 유튜브가 미국에서 가장 많은 TV 사용량을 기록하며 이 분야를 지배하고 있습니다.

YouTube의 빠른 성장과 기존 TV에서의 시청률 증가는 넷플릭스를 포함한 다른 모든 미디어 플랫폼을 능가했습니다.

넷플릭스가 온라인 스트리밍 분야에서 초기 선두를 달렸지만, 현재 유튜브의 독주는 다른 모든 스트리머들에게 상당한 도전이 되고 있으며, 스트리밍 산업의 미래에 대한 의문이 제기되고 있습니다.

동영상 플랫폼으로서 YouTube의 지배력

YouTube의 가치는 넷플릭스, 디즈니, 컴캐스트를 합친 것보다 더 큰 4,000억 달러로 치솟았으며, 전 세계에서 두 번째로 방문자가 많은 웹사이트입니다.

매일 10억 시간 이상의 YouTube 콘텐츠가 TV를 통해 시청되고, 3년 만에 크리에이터의 TV 시청 시간이 400% 증가하는 등 플랫폼의 영향력이 커지고 있습니다.

YouTube의 성공은 젊은 시청자에게 어필하고, 사용자 친화적인 무료 콘텐츠를 제공하며, TV에 적합한 긴 동영상으로 전환하여 미디어 환경의 주요 플레이어가 된 데 힘입은 바가 큽니다.

YouTube의 힘: 사용자 제작 콘텐츠와 시청자 선호도

YouTube의 성공은 사용자 제작 콘텐츠에 힘입은 바가 크며, 이제 Z세대와 젊은 밀레니얼 세대의 대다수가 선호하는 엔터테인먼트가 되었습니다.

플랫폼의 진화는 미디어 환경의 격차를 해소하여 시청자의 공감을 불러일으키는 안정적이고 일관된 콘텐츠를 제공하는 동시에 크리에이터에게 실시간 피드백을 제공합니다.

기존 미디어의 초기 회의적인 반응에도 불구하고 YouTube의 크리에이터 주도 콘텐츠는 매일 수백만 명의 사용자를 확보하고 시청자의 일상에 큰 영향을 미치는 등 높은 인기를 얻고 있는 것으로 입증되었습니다.

YouTube가 미디어와 크리에이터에게 미치는 영향

YouTube는 크리에이터가 전 세계 시청자와 소통하고 즉각적인 피드백을 받을 수 있는 플랫폼을 제공하는 동시에 플랫폼의 광고 수익도 공유할 수 있도록 해왔습니다.

YouTube의 광고 수익은 기존 미디어 대기업의 광고 수익을 능가했으며, 파트너십 프로그램을 통해 지난 3년 동안 크리에이터에게 700억 달러를 지급했습니다.

YouTube의 인기가 높아지면서 기존 미디어 회사에 미치는 잠재적 영향과 가시성에 대한 의문이 제기되고 있습니다.

변화하는 스트리밍 환경과 YouTube의 역할

리치 그린필드와 타라 월퍼트 레비가 변화하는 소비 습관이 기존 TV에 미치는 영향과 YouTube 전략의 필요성에 대해 이야기합니다.

또한 규모, 기술 및 재정적 능력 측면에서 YouTube와 경쟁하려는 기업이 직면한 과제를 강조합니다.

또한 Kevin Mayer는 Disney가 홍보 목적과 광고 수익 창출을 위해 YouTube를 어떻게 활용하고 있는지 설명합니다.

YouTube가 미디어 회사에 미치는 영향

YouTube는 미디어 회사들이 도달 범위를 넓히고 수익을 창출하는 데 활용되고 있지만, 기존 스트리밍 서비스의 경쟁자이기도 합니다.

이 플랫폼의 인기가 높아지면서 젊은 시청자들의 관심이 짧은 하이라이트로 이동하고 있어 기존 미디어의 고비용 프리미엄 콘텐츠 제작에 도전이 되고 있습니다.

YouTube는 다양한 크리에이터 생태계를 활용하여 기존 미디어 회사가 자사 서비스에 콘텐츠를 추가할 수 있는 저비용 대안으로 활용되고 있습니다.