Our latest YouTube research is sparking new industry discussion, especially around why YouTuber-led content struggles to succeed on traditional streaming platforms, and why executives are now seriously considering YouTube for premium long-form releases.
📉 On LinkedIn, Aden Ikram highlighted that 74% of media execs say YouTube influencer shows underperform on Netflix and Prime Video, often due to audience drop-off and mismatched expectations. Meanwhile, 54% of viewers feel YouTubers are better suited to YouTube’s native environment.
🎧 Our findings were also featured in the Inside the Stream podcast, where nScreenMedia’s Colin Dixon and VideoNuze’s Will Richmond unpack YouTube’s growing role as a destination for long-form content, challenging traditional views of where premium entertainment belongs.
👉 Listen on nScreenMedia
👉 Listen on VideoNuze
🙏 A big thank you to Aden Ikram for the spotlight in his great breakdown on LinkedIn, and to Colin Dixon and Will Richmond for the fantastic feature and thoughtful discussion in the Inside the Stream podcast.
📖 Read the full report that’s driving the conversation:
How YouTube Took Over Your TV – and Why All Eyes Are Now on It
As viewer behavior shifts, the platforms and strategies that win will be those that understand where audiences truly want to engage.
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