November 9th, 2022, Lesley Simeon
YouTube is making space for streaming services with a new feature – Primetime Channels. Through this feature, viewers can subscribe to and watch content from over 30 services. The company has collaborated with streaming services like Paramount+, Epix, Curiosity Stream and Hallmark Movies Now among others for this. YouTube’s audiences can use this feature – currently available only to US users - to sign up for various channels.
As YouTube pitches to present itself as a one-stop platform for a variety of video types – from shows and movies, to behind-the-scenes content and cast interviews – which streaming platform do current customers use regularly?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – nearly half (49%) of YouTube’s regulars use Netflix on a regular basis. Youtube (46%), Amazon Prime Video (42%), Hulu (31%) and Disney+ (25%) wrap up the top five platforms YouTube’s consumers regularly use. Netflix is a favourite among the general US population as well, with 46% of Americans saying they use the platform on a regular basis.
16% of YouTube’s current audiences and 15% of the general population regularly use Paramount+, part of the 30 services on offer via Primetime Channel.
While a fair number of YouTube’s current customers are also customers of streaming services, 15% of YouTube’s customers and 16% of the general US population don’t use any streaming service or platform. It’ll be interesting to see whether the new offering by YouTube can get them interested enough to change their habit and become a streaming service subscriber.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.