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YouTube TV Bucks The Cord-Cutting Trend, Growing By Disrupting – But Not Everyone “Enjoys The Zen”
In just eight years, YouTube TV has grown into a dominant pay-TV player. But its "zen" approach to advertising is ruffling some networks' feathers.
Late YouTube CEO Susan Wojcicki described it at a launch event in 2017 as “an effort to evolve television.” Instead of serving “barker” ads or local spots for Bob’s Chevy to overwhelmed viewers, they deliver pastoral nature scenes of snowy mountain glades or acorn-nibbling squirrels in a misty glen, set to calming spa-like music. Recognizing the power of that viewership, the network aggregated would-be “zen” spots and used them for vertical promotion of various parts of the media empire, from Bravo to NBC’s sports, news and entertainment offerings. Bruce Leichtman, a longtime media researcher who tracks pay-TV providers, says much of YouTube’s recent growth is starting to flatten, so however it approaches advertising won’t necessarily define the entire sector.
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