Company / division: YouTube
How YouTube Serves As The Content Engine Of The Internet’s Dark Side – BuzzFeed (Feb 27, 2017)
Though Facebook bears the brunt of criticism among the tech industry’s largest players for its role in spreading and/or failing to stem the spread of fake news, it’s worth noting that others play their roles too. Though Google search has been mentioned quite a bit, YouTube hasn’t been mentioned nearly as much, and yet this article argues there’s tons of fake news video content on YouTube, which goes essentially un-policed by the site. YouTube itself responds that it only curates legitimate news sources for its official channels, but of course many of the creators of this fake news content are making money off that content through YouTube’s ad model. Since Google shut down its ad platform on third party sites which focused on fake news, it’s arguable that it should apply the same policy here too, something it so far doesn’t seem willing to do.
via BuzzFeed
Comcast is integrating YouTube into its set-top box — just like it did with Netflix – Recode (Feb 27, 2017)
Comcast’s Netflix integration seems to have gone well – both companies have talked about it on recent earnings calls, and although Netflix has downplayed the significance of the partnership from a user growth perspective, it’s really Comcast that benefits the most from this integration. That’s because this is basically just a way to keep people on the Comcast set top box instead of jumping to a different box to watch Netflix, and it’s very much the same strategy that applies with YouTube here. Keep people on your box, in your interface, and you at least have the opportunity of showing them more of the programming you bring to them (and for which they pay over $80 on average per month). Do that, and there’s a greater chance that they stick with your product (and your bundle) rather than canceling it or scaling it back. Keep them in your recommendations interface, and they may even in some cases become less aware of where the content is coming from, further cementing your role as the primary video provider.
via Recode
Google Agrees to YouTube Metrics Audit to Ease Advertisers’ Concerns – WSJ (Feb 21, 2017)
It’s interesting to see Google working with the MRC around auditing now too – Facebook just announced MRC auditing a couple of weeks ago, but it had of course had an embarrassing series of screwups relating to metrics for advertisers and content providers, whereas YouTube didn’t. However, this is reflective of a broader mistrust of online advertising by big brands and marketers, and an inconsistency in the use of major metrics like viewability. From what I’ve read, the MRC standards are pretty minimal as far as what counts as a view, but at least there’s consistency there, which is a start.
via Google Agrees to YouTube Metrics Audit to Ease Advertisers’ Concerns – WSJ
YouTube Orders First Original Kids’ Programming for Red Subscription Service – Variety (Feb 13, 2017)
YouTube has some original content for adults already, almost all of it tied to YouTube creators in one way or another, but it’s now extending that investment into kids’ programming to go with its YouTube Kids app. Again, several of the shows feature YouTube personalities, so it’s leveraging its access to content as well as giving creators yet another reason to stick with it rather than switching focus to, say, Facebook. The YouTube Kids app has been a bit of a mixed bag so far – at a time when several big traditional kids’ programmers eschew advertising, it’s shown ads (unless the viewer has a YouTube Red subscription), for example. But this is an interesting next step.
via Variety
Amazon, Apple, Google and Other Tech Companies on the Billboard Power 100 (Feb 9, 2017)
Billboard does an annual Power 100 ranking of the most important/influential execs in the music industry. Coming at this from a tech angle, there are several notable companies on the list: Spotify’s Daniel Ek takes the top spot, several Apple folks are at #4, Amazon at #12, iHeartMedia at #19, YouTube at #30, Pandora at #34, Facebook is at #54, and various others are scattered through the second 50. Amazon’s ranking is surprisingly high, but is entirely due to Billboard’s perception of Echo and Alexa’s role in transforming music, as illustrated by Billboard’s interview with Jeff Bezos and Amazon Music head Steve Boom. I think the take here is a little overblown, but there’s no doubt Echo and Alexa are changing the experience of music for the small minority of people who use them. YouTube’s relatively low ranking is surprising given how important a channel the site is for the music industry, but of course its relationship with the labels and artists is complicated. This kind of ranking exercise is always somewhat arbitrary, but it’s interesting to get a music industry take on the tech companies and their relative importance here.
via Billboard Bezos Interview (see also Power 100 rankings)
YouTube Introduces Live Mobile Video for Top Creators – Mashable (Feb 7, 2017)
Live video is already a big deal at YouTube, but streaming live video from a mobile device has been surprisingly late in YouTube’s rollout of the feature. Now, it’s finally making it available to channel owners with over 10,000 subscribers, after testing it for months with a smaller group of creators. This feels like a smart way to start, even if it’s somewhat ironic that the video platform known for user generated content will close the feature off to regular users, at least for the time being. If the quality of the early live video on YouTube is good, it could do much better than on Facebook, where most of the live video I’ve seen has been pretty poor, and feels more like spam in my feed than a useful addition. YouTube seems to be sensibly prioritizing quality over quantity here. The monetization angle is interesting – mid-roll ads are always interruptive, and YouTube appears to be focusing on paid comments, a much more unique model and one which doesn’t detract from the video itself. I’m very curious to see how much that feature gets used, though Google will never tell us how much money it makes this way.
via Mashable
The Latest YouTube Stats on Audience Demographics – Google (Feb 7, 2017)
There are some interesting numbers here – not all of them are new, but the collection of them all into one place is, and some are pretty striking. Some of the key points: time spent on YouTube is rising rapidly – doubling from 2015 to 2016 among all adults, but tripling among users 55+; YouTube reaches 95% of online adults over 35 in a month; YouTube users skew slightly female and are more likely to have a college degree than the general population. To my mind, the takeaways are that YouTube has massive scale, probably broader than any other video platform or service in the US, and that it’s reaching that stage of its maturity where its growth is stronger among newer groups of users, notably older users, which mirrors what’s happened with Facebook in recent years. This is a massive scale, mature platform – the challenge is monetizing it effectively and generating a profit, something Google has seemed increasingly focused on in the last couple of years.
via Google
Alphabet Announces Fourth Quarter and Fiscal Year 2016 Results – Alphabet (Jan 26, 2017)
One of the things I was most interested in as part of Alphabet’s results was what happened to the Google Other category of revenues, because that’s where sales of the new hardware devices will be reported. That category grew 62% year on year, but also includes Play store revenues as well as Google’s enterprise cloud service revenues, and has been growing at a decent clip already. I’d estimate around $600-700m in revenue from the new hardware products, which probably translates into 600-700k Pixel sales and sales of Home, WiFi, and Daydream hardware. That’s not a bad start, but of course supply was constrained and distribution limited, so there’s clearly potential for more here. Back in the core business, it’s striking how the number of paid “clicks” on Google’s own properties remains the one big driver of ad revenue growth, while total paid clicks on third party sites and the cost per click on all sites continues to fall. YouTube is the major driver here (those clicks include views of video ads where no-one actually clicks), offsetting the erosion of revenues from the shift from desktop to mobile, and was an obsession among analysts on the call. Sundar Pichai focused his remarks on machine learning rather than AI, although the two topics are closely related – it was interesting to hear Satya Nadella kick off the Microsoft earnings call an hour later with talk of AI.
You might also be interested in the Alphabet Q4 2016 deck which is part of the Jackdaw Research Quarterly Decks Service.
via Alphabet (more on Techmeme)
YouTube Needs to Become a TV Star – Bloomberg Gadfly (Dec 29, 2016)
This analysis does a great job of breaking down a couple of specific challenges relating to ad revenue from YouTube – its relatively low revenue per user, and the need to break into traditional television to tap into a bigger video advertising bucket. YouTube has evolved – notably introducing a subscription model – since Wojcicki took over, but arguably not enough. And YouTube is critical for Google growing its overall ad revenue.
via YouTube Needs to Become a TV Star – Bloomberg Gadfly
YouTube Video Effects: Job Offer Promises Better Recording Experience | Variety (Dec 27, 2016)
This is an interesting potential new direction for YouTube, which would be moving into competition with Snapchat and other apps which allow users to apply filters. YouTube already does some of this, and this article is merely inferring this future direction from a job posting, but it seems a reasonable assumption and a logical next step for YouTube. The big question is whether users will want to use YouTube for the kind of casual sharing that Snapchat makes so attractive with its ephemeral nature.
via YouTube Video Effects: Job Offer Promises Better Recording Experience | Variety