The great Netflix-YouTube convergence is here
Netflix and YouTube have never looked more alike.Both companies are chasing after creator content, podcasts, and TV screens.The big streamers are battling for attention and TV ad budgets.Can Netflix become YouTube before YouTube can become Netflix?The two apps are starting to look a lot more alike as Netflix chases creator content, podcasts, and short-form video, and YouTube pitches itself as a destination for TV advertisers and Emmy-worthy shows. They are also both diving into live sports.The top streamers are all trying to create a "super app," said Scott Purdy, a media sector leader at the consulting firm KPMG US."They're just trying to pick off the best things, whether that's creator-driven stuff, whether that's games, whether that's better customization around advertising, to create an ecosystem that you never have to leave," he said.The pair is even dueling over awards shows — Netflix is streaming The Actor Awards (formerly the Screen Actors Guild Awards), while YouTube is set to host the Oscars beginning in 2029.The battle for attention doesn't come cheap.Netflix and YouTube are spending billions of dollars a year on content, either through production and licensing deals or advertising-revenue sharing, as they duke it out for the top spot in Nielsen's monthly ranking of US TV viewership.As content becomes less differentiated, the companies that do a better job at customizing the viewing experience will have an edge, said Frank Albarella, a US media and telecommunications leader at KPMG US."What do you see when you fire up your homepage?" he said.
Reported by 1 outlet — Business Insider. See all sources ↓
Netflix and YouTube have never looked more alike.Both companies are chasing after creator content, podcasts, and TV screens.The big streamers are battling for attention and TV ad budgets.Can Netflix become YouTube before YouTube can become Netflix?The two apps are starting to look a lot more alike as Netflix chases creator content, podcasts, and short-form video, and YouTube pitches itself as a destination for TV advertisers and Emmy-worthy shows. They are also both diving into live sports.The top streamers are all trying to create a "super app," said Scott Purdy, a media sector leader at the consulting firm KPMG US."They're just trying to pick off the best things, whether that's creator-driven stuff, whether that's games, whether that's better customization around advertising, to create an ecosystem that you never have to leave," he said.The pair is even dueling over awards shows — Netflix is streaming The Actor Awards (formerly the Screen Actors Guild Awards), while YouTube is set to host the Oscars beginning in 2029.The battle for attention doesn't come cheap.Netflix and YouTube are spending billions of dollars a year on content, either through production and licensing deals or advertising-revenue sharing, as they duke it out for the top spot in Nielsen's monthly ranking of US TV viewership.As content becomes less differentiated, the companies that do a better job at customizing the viewing experience will have an edge, said Frank Albarella, a US media and telecommunications leader at KPMG US."What do you see when you fire up your homepage?" he said. "Are they doing a good job at pointing it to certain things? That's always important."Price will matter too, he added.Right now, that's a key difference between paid Netflix and free YouTube.
Read the full report at Business Insider ↗
Why it matters
A world story we're tracking; its significance and source trust firm up as more outlets confirm it.
- What's the story?
- Netflix and YouTube have never looked more alike.Both companies are chasing after creator content, podcasts, and TV screens.The big streamers are battling for attention and TV ad budgets.Can Netflix become YouTube before YouTube can become Netflix?The two apps are starting to look a lot more alike as Netflix chases creator content, podcasts, and short-form video, and YouTube pitches itself as a destination for TV advertisers and Emmy-worthy shows. They are also both diving into live sports.The top streamers are all trying to create a "super app," said Scott Purdy, a media sector leader at the consulting firm KPMG US."They're just trying to pick off the best things, whether that's creator-driven stuff, whether that's games, whether that's better customization around advertising, to create an ecosystem that you never have to leave," he said.The pair is even dueling over awards shows — Netflix is streaming The Actor Awards (formerly the Screen Actors Guild Awards), while YouTube is set to host the Oscars beginning in 2029.The battle for attention doesn't come cheap.Netflix and YouTube are spending billions of dollars a year on content, either through production and licensing deals or advertising-revenue sharing, as they duke it out for the top spot in Nielsen's monthly ranking of US TV viewership.As content becomes less differentiated, the companies that do a better job at customizing the viewing experience will have an edge, said Frank Albarella, a US media and telecommunications leader at KPMG US."What do you see when you fire up your homepage?" he said.
- How widely is it covered?
- 1 outlet, average source rating 6.0/10.
- When was it last updated?
- 12m ago.
How outlets are framing the same story
Here's how each outlet is covering the story — compare their headlines and timing at a glance.
- Coverage card1 outlet1CoverageScouting report
The great Netflix-YouTube convergence is here
Sources1TypeCoverageBusiness Insider