As a red-blooded American nerd (and proud of it) my interest in all things nerdy was recently peaked by Impulse, YouTube Red’s newest addition to its premium on-demand line up. This sci-fi action series depicts a seizure-prone young woman who, as it turns out, has the power of teleportation. Now even though seeing teenagers with “abilities” on screen is far from new, this particular project chose a less effects-laden route. The writers took a “show more, explain less” approach to revealing the cruxes of the narrative -- as evidenced by how necessary every line spoken is to the forward momentum of the story -- instead of relying on existing fan bases and pre-existing characters … or did they? My nerdy-sense had been tingling the entire time I watched this show, almost as if I was experiencing déjà vu, and for the life of me I couldn’t figure out why ... until I did!
There was much ado new about YouTube's annual Brandcast last Thursday night -- new space, new presentation approach and a new embrace of a growing way people see this video phenomenon. One element remains in place: a knack for offering among the most ingenious, star-powered entertainment of any annual Upfront or NewFront.
In this note we provide analysis of Nielsen's DCR (Digital Content Ratings) daily viewing data for Alphabet's YouTube from days between August 2016 and March 2018. Most notable among our observations is that YouTube growth has decelerated over the past few months, although it remains at high absolute and relative levels. During March, growth was +27% vs. levels closer to (or slightly higher than) +30% during other recent months. Given YouTube's relative scale -- by itself accounting for more consumer time than Facebook, where use of time is declining -- ongoing growth at these levels is a notable trend for the industry. Concentration among sub-brands on the platform remains relatively stable and is generally dominated by music-related content.