When I found the kids in their playroom—a warren of suburban excesses from signed NBA jerseys to Harry Potter Legos—I was aghast at what I’d walked in on. There they were, sprawled out on the coach, watching a continuous scroll of short-burst, mind-closing videos on the YouTube app on our television. The screen, itself, was configured like a vertical video.
The media and entertainment industries, as all Puck readers well know, are undergoing a profound technological and financial transformation. Less appreciated, on some level, is the format evolution that undergirds it. Like so many members of my generation, I grew up accustomed to morning television, evening news programs, and late-night TV—all tried and true paradigms that no longer make sense. Cornerstones of our culture, like CNN and MSNBC, are increasingly competing with the YouTube channels of
Joe Rogan and
Lex Fridman. ESPN is trying to have it both ways by platforming
Pat McAfee while simultaneously hoping that his YouTube following drives top-of-funnel awareness for the network. That, of course, is an astonishing fact in and of itself; the most historic brand in sports (and one owned by the munificent Walt Disney Company) truly
needs a sleeveless former kicker to maintain relevance in a new era. Go figure.
And yet something even more profound is afoot. Just as Facebook upended the news media by harnessing the primacy of shorter, user-generated information, YouTube has become a Trojan horse inside the entertainment business. My kids and their pals had the opportunity to delve into any of the endless streamers available on our smart TV—Netflix, Amazon, Hulu, Disney+, Apple TV+, Fubo, even Paramount+ and Peacock. And yet they opted to watch the short-form, lo-fi content they normally consume on phone and laptop screens.
The entertainment industry has been late to fully calibrate the threat of YouTube. But in a
threesome of characteristically excellent pieces this week,
Julia Alexander frames the size of challenge. Julia, as you know, is the quintessence of what we aim to deliver at Puck. She’s a classically trained journalist who segued over to become an operator in the domain she covers—first as an executive at Parrot Analytics, the streaming insights firm, and then at Disney. And now, she’s presaging the future of the industry for Puck subscribers.
In
Can Twitch Become YouTube Before YouTube Becomes Twitch?, Julia lays out the argument for the advertising video-on-demand business, and how the opportunity has been deeply underappreciated. In
YouTube’s Disney War, available exclusively to Inner Circle members, she outlines the emergent platform’s manifest destiny in the sports business. And in
Disney’s Cocomelon Gamble, she elegantly delineates between the various focuses of individual streamers. After all, the industry tends to assume that all streaming players have similar objectives. But the reality, naturally, is much more nuanced. I’ve learned so much from Julia’s work, and I know you will, too.
Streaming is a decade-plus-old industry that seems like it’s been with us forever. And, in so many ways, it’s still defined by Netflix co-C.E.O.
Ted Sarandos’s biblical comment about his desire to become HBO before HBO could become Netflix. In reality, though, Netflix and others need to become YouTube. It’s one of the great dynamics of our age, playing out in real time, and precisely what you should expect from Puck.