GM Thought of the Week

Google launches YouTube TV – can it compete in the mainstream?

This month, Google announced the launch of YouTube TV in the US – a monthly subscription-based service that will allow users to stream live and On-Demand TV via online devices.

It’s an interesting move from Google, and one that may not seem entirely logical at first, considering the competition it will face from already established streaming services such as Netflix and Amazon. However, I think it makes sense that Google would try to position YouTube as a partner that can offer it all in the hope of appealing to more advertisers and gain a larger share of their AV budgets.

Particularly in the kid’s market YouTube, and in fact digital channels in general, are used as an additional channel to reach lighter TV viewers or as a secondary touchpoint for audiences already exposed to a TV campaign, but are rarely able to deliver objectives as a standalone channel as efficiently as TV. With the launch of services such as YouTube TV and the likes of YouTube Kids, Google is offering advertisers an opportunity to keep up with the ever-changing way that people of all ages are consuming media.

As specialists in youth, we know that kids and parents are using online to watch content more and more frequently, and we can’t ignore this shift in behaviour. Whilst YouTube TrueView has provided us with an opportunity to begin capitalising on this viewing behaviour, it has come up against many challenges to do with brand safety and accuracy of its targeting. These newer platforms are Google’s way of being able to deliver more robust targeting of specific audiences in safe and contextually relevant environments.

Whilst YouTube TV is unlikely to pose any immediate threat to TV and VOD services yet, with the rate of change in both consumer behaviour and choice for accessing content it is a question of ‘when’ rather than ‘if’ this will have an impact on the media landscape.

Rebecca Price, 13th April 2017

An Online Future for BBC3

An Online Future for BBC3

Rachel, 16 completed work experience with Generation Media. In her blog, Rachel looks at the upcoming BBC Three TV to Digital only shift from the viewpoint of a tech savvy teenager. 

The BBC recently announced that BBC Three would go online only and the TV channel would be scrapped. The BBC Trust has backed these plans even after a large campaign against this was set up by Stars (including Daniel Radcliffe and Steve Coogan). Is this the way forward?

There is no doubt that the number of internet users has boomed throughout the years and, in 2015, most of the UK population uses the internet. The latest available data suggests that 90% of the UK population are internet users.

We also have to look at the young generation, where the internet has become such a key part of everyday life. 99% of 16-24 year olds are considered internet users in the UK. YouTube, a video platform and one of the leading websites in the world, has more than 1 billion users. The number of hours people are watching YouTube each month is up 50% year on year. These figures show how the internet will continue to expand in the next few years.

So would BBC Three being solely online really be so awful? With the billions of people accessing the internet, it is extremely convenient for these shows to be based online. 36 million people used the internet on their mobile or tablet in May 2015. You can carry these smaller devices around anywhere and access BBC iPlayer, so these shows will be at your fingertips. You can watch ‘Top Gear’ on a tablet while you’re travelling home. Or you can watch the latest episode of ‘EastEnders’ when you’re in the waiting room at the Dentists. With over 1 million requests for just one EastEnders episode in May on the iPlayer, it is obvious that others find watching shows online convenient too. For people on the go, it makes watching your favourite TV episodes a lot easier.

In my opinion, I believe that making BBC Three “online-only” is the way forward. With the number of young adults using the internet, you can clearly see the BBCs thinking. As a teenager, I know that my friends and I don’t tend to watch as much TV as many adults as we can find all the shows we want to watch online. The accessibility of the internet makes watching shows extremely easy. Personally, I can see a future where all TV is online. I believe that the BBC is looking towards the young generation to see how the future of TV will change, and with over 3 billion people in the World being considered internet users, really it seems like an extremely intelligent and forward-thinking move.

So, is this the way forward? I believe it is. The number of internet users will continue to grow in the next few years and I believe that the BBC has taken the first step to the future of all television being only online.

Rachel Doyle