Youtube, Netflix: how platforms think they are television channels!

For its 20th anniversary, Youtube made a small shock statement in the audiovisual landscape, the French director Justine Ryst affirmed a few days ago that “Youtube had become the first French television channel”. An assertion supported by the power of usage: 42 million users per month, including many young people aged 15 to 49 who television struggles to attract, young people who spend an average of 41 minutes per day on the platform, without doubt more than on TF1 or France 2.

The director took the opportunity to remind us that Youtube content is consumed on smartphones but also on the connected television screen, hence the direct competition with traditional channels, knowing that on certain remote controls, Youtube has its own button . The platform also likes to remind us that the content of its creators is longer and longer, better and better produced and that it can lend itself to greater exposure, the Inoxtag documentary on its ascent of Everest is one of them. the best example, it was pre-broadcast in the cinema and rebroadcast in the small window of TF1.

Youtube wants to compete with the major traditional media to capture a larger share of the advertising market, which remains the crux of the matter. And this is why this declaration did not at all please the director of Médiamétrie, a historic trusted third party which provides daily television audiences on which the rates paid by advertisers are indexed.

Yannick Carriou deplores this “misuse of words which causes confusion” and it illuminates this contradiction: Youtube cannot both say that it is a television channel and not a media. A double standard because the channels are subject to editorial responsibilities and legal obligations, particularly in terms of investments in national production. Youtube with its status as a host easily escapes this.

Netflix launches live broadcast of an event boxing match

Yes, live is still what remains or remained on television to stand out, the news mass and major sporting events to bring everyone together behind the screen. But the platforms are also investing in this field, Netflix will achieve a big coup tomorrow evening with the live broadcast worldwide of a boxing match between Mike Tyson and the influencer Jack Paul, two incarnations which represent two different generations of spectators. The opportunity for families to watch Netflix together on the connected television in the living room, like in the pre-internet era.

This mondovision match could break all audience records and allow Netflix to maximize its advertising revenue. These advertisers could ultimately turn away from TV. Traditional channels today feel on the ropes and this is why the boss of Médiamétrie is fighting with words to prevent his customers from ending up on the carpet!