Theory: It's not meant to disrupt broadcasting as much as it's meant to disrupt Nielsen as a superior audience measurement and behavioral (TV viewing) data source. Any weight to this theory?
It's about the ability to deliver targeted ads at scale. Currently, comcast, dish, etc. are still figuring out how to target a addressable advertising. Buying audience on tv will go beyond just age and gender. It will move to advanced demographics and google and hulu will have the scale to guarantee those buys. Nielsen and comscore are moving fast to measure those audiences now. Hulu and YT tv will become the largest tv service providers in the years to come
That's what I'm talking about. The behavioral data of primary TV consumption hooked *directly* into Google ad systems would be...well...robust, even an unfair advantage over Hulu, because we don't all have Hulu-mail accounts, and advertisers are fluent in Google sales systems by now. End game convergence. This validates why YT TV is lax with offering 6 user accounts per subscription - that's segmentation of household consumers for accuracy.
I don't know how accurate this is considering Nielsen ratings just got implemented into YouTube.
Yeah but I don't think YT is getting into the TV space to disrupt Nielsen. All measurement providers will catch up sooner or later. I work for one of 'em. :-)
Makes sense. I've used comScore over the years, so appreciate your work! :)
No one in the entertainment industry trusts proprietary numbers when making licensing deals, they only give a shit about Nielsen ratings and that's not changing anytime soon
Are Nielsen ratings that advanced these days versus proprietary? Feels just like an incumbent trust. I saw some old video snippet of the son (or grandson or something) of Nielsen saying roughly, "If you doubt sample based data, next time your doctor orders a blood test, tell them you don't want a sample, you want them to test all of it." And this quote just sort of made me annoyed with highly sample based data since like it's this old sales pitch that somehow still works.
No they're far worse than our exact data but content providers dont trust data that isn't provided by Nielsen. You're overestimating the entertainment industry's willingness to adopt innovation.
We charge a pretty hefty price for YuoTube TV, I would guess we at least have good unit economics. I think G wants to be less dependent on ad revenue if possible.
I think Pretty soon G will start dynamic ad insertion and make it one of their major revenue streams. They just have a big enough tv audience yet.
There is a big debate going on with sample based vs census based measurement. Sample based measurement that Nielsen provides cannot handle targeting at a local level and deduplication across tv digital. Census based measurement by comscore relies on media companies to tag all their shit with measurement providers. That is a BIG obstacle to overcome.
ummm...no. it's about cord cutters.
Logical. Am one myself. Not getting locals on OTT is annoying AF. That said...Nielsen is archaic...