The Battle of YouTube, TV and Netflix – An Empirical Analysis of Competition in Audio-visual Media Markets

Abstract

The world of audiovisual online markets is rapidly changing. Not long ago, it was dominated by linear television, transmitted terrestrially, through cable networks or via satellite. Recently, streaming services like Netflix, YouTube, Amazon Prime and others have emerged as new suppliers of audiovisual content. In this quickly changing industry, competition interrelations between such different formats like traditional TV, videos on YouTube, and streaming via Netflix are subject to controversy. In particular, doubt is cast on services like YouTube exerting competitive pressure on services like Netflix and traditional TV. Based upon a survey with almost 3,000 participants, we provide an empirical analysis of consumption behavior of audiovisual contents. Using descriptive and analytical statistics, including multiple equation models, we show that there are specific areas within audiovisual content markets where YouTube exerts considerable competitive pressure on both Netflix and classic TV, for instance, through prime time video entertainment. However, our analysis yields differentiated results as we also identify areas where competition intensity between different service types appear to be low, for instance, through daytime and regarding the intention to shorten waiting time.

When a TV channel reinvents itself online: Post-broadcast consumption and content change at BBC Three

“…A more recent study was conducted by Budzinski et al (2020) who, between November 2018 and February 2019, surveyed approximately 3000 Germans, with the final sample biased towards young, low-income, and highly educated respondents. Nearly half agreed that YouTube-style ad-supported video-on-demand services were an alternative to TV.…”

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How Does Online Streaming Affect Antitrust Remedies to Centralized Marketing? The Case of European Football Broadcasting Rights

“…6 Notwithstanding, this development can also be observed for more traditional sports (like football). As a recent study reports, sports contents do not only drive TV consumption but also consumption of online streaming services (Budzinski, Lindstädt-Dreusicke, & Gaenssle, 2019). All age groups, but especially young sports fans, use online options (see figure 1).…”

AHP Approach for Determining Category in Social Media Content Creation in Order to Maximize Revenue per Mille (RPM)

“…They have the capacity and capability to produce content on any topic or category. However, not all content posted on video platforms such as YouTube gets the desired attention, and only a fraction can reach a large audience, particularly the videos posted by social media marketers expecting millions of views [4][5][6][7][8]. Companies want to identify these categories with the highest potential for a high number of views on the platform, thereby maximizing profit while considering parameters affecting the quality and timeliness of video production and publishing.…”