About a year ago I read a report that said more than 90-percent of U.S. adults still watch the big screen TV. Something seems wrong about that statistic since 1.8-billion logged-in viewers watch YouTube each month.
The TV viewing statistics came from Neilsen which has a decided pro-television usage bent. That’s where it gets money. Polling TV viewers. As expected, the reality of television viewing is different than traditional and changing fast.
Apple And TV
Google doesn’t really want us to know all the statistic regarding YouTube– network television’s biggest competitor– but some details have slipped out. Adi Robertson has a few which will knock your video socks off.
YouTube CEO Susan Wojcicki says that 1.8 billion registered users are watching videos on the platform each month, not counting anyone who’s watching without an account.
I never use my YouTube account to view YouTube videos (which I do more frequently these days than five years ago; which means less network television viewing) and those I polled in the office today said much the same thing. So, YouTube could have 2 to 3-billion viewers in any given month and the number is growing.
What does that mean?
Television, or what we define as traditional television vs. video viewing, is in the midst of a massive change. Yes, we have more television networks to watch than ever and content seems to have increased steadily in recent years. Amazon, Netflix, Apple, Disney, and others are pouring fortunes into video content production.
From what I see, Google’s YouTube and Apple are co-existing in a peaceful, symbiotic relationship. YouTube needs hardware to deliver video streams. Apple needs customers who want to stream videos, hence most of the iPhone maker’s revenue and profits come from mobile devices which capture and display video from almost any source. Yet, Apple competes with other– not so much Google, because, really, who competes with those numbers?– streaming video services and hardware makers. I’m thinking Netflix and Amazon, but there are many others.
Apple’s fortunes have changed in television and video because the nature of both has changed dramatically in recent years. Yes, we still have network television and cable TV and neither one will disappear any time soon. But we have many devices which also stream video and television and those are growing in number. Apple has a big and profitable slice of that pie and enough money in the bank to buy Hollywood, one script or project at a time. iTunes and Apple TV are purveyors of many different video choices and in the years to come Apple will produce enough content to rival Netflix, Amazon, and others (maybe not so much Disney) which helps the company maintain its legendary stickiness with customers.
When it comes to video content, less is not more. More is more and needs to be more. Apple finally figure that out.