& cplSiteName &

YouTube Red Boasts Cable-Like Audiences

Mari Silbey

Who needs cable? New original video content is everywhere now, and according to YouTube, viewers are flocking to it in record numbers.

While announcing its newest slate of original content for subscription service YouTube Red, the company this week touted the success of early originals including the web series Scare PewDiePie. In a blog post listing season-two renewals and six new video projects, YouTube Inc. said "Our original series and movies are one of the leading drivers of YouTube Red subscriptions, with viewership that rivals similar cable shows."

YouTube hasn't released any actual viewership numbers, but if YouTube Red is drawing significant audiences, that would be a major win for the online video provider which is competing against a much wider field of over-the-top services than when it launched as a user-generated video site more than a decade ago. In particular, YouTube as a whole is facing declines among millennial viewers according to a recent Limelight Networks Inc. (Nasdaq: LLNW) study. The Limelight "State of Online Video" report found that millennials are watching more subscription OTT content and less of YouTube's free video fare.

YouTube's shift into the subscription video business reinforces evidence that traditional TV viewing is moving to the Internet. Where YouTube previously didn't need to compete with premium content online, it now has new OTT rivals popping up every day.

YouTube Red launched last October at a price point of $10 per month. Among the new programs now scheduled to debut on the service is a Step Up series based on the Step Up dance film franchise. (See YouTube Red Bundles Video, Music and Games.)

There are also rumors that YouTube is developing a skinny-bundle TV service with live broadcast and cable content. (See YouTube Prepping Skinny TV Bundle – Report.)

— Mari Silbey, Senior Editor, Cable/Video, Light Reading

(1)  | 
Comment  | 
Print  | 
Related Stories
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
7/11/2016 | 9:07:51 AM
Real Numbers?
I'm sceptical of Google's success on the Red channels. I would guess there's a following on those YouTube mega star's channels and some of those followers might pay the 10 bucks to watch, but I've not seen any content there I'd be willing to pay for.
Featured Video
Upcoming Live Events
March 16-18, 2020, Embassy Suites, Denver, Colorado
April 20, 2020, Las Vegas Convention Center
May 18-20, 2020, Irving Convention Center, Dallas, TX
May 18, 2020, Hackberry Creek Country Club, Irving, Texas
September 15-16, 2020, The Westin Westminster, Denver
All Upcoming Live Events
Upcoming Webinars
Webinar Archive
Partner Perspectives - content from our sponsors
Challenges & Key Issues of Constructing 'MEC-Ready' 5G Bearer Networks for Carriers
By Dr. Song Jun, Senior Solution Architect, Huawei Datacom Product Line
Good Measures for 5G Service Assurance
By Tomer Ilan, Senior Director of Product Management, RADCOM
Automation Scores Against Operational Costs – The Business Benefits of Automation and Orchestration
By John Malzahn, Senior Manager, Service Provider Product Marketing, Cisco Systems
All Partner Perspectives