In the last five years, major cable and satellite television providers have lost millions of their subscribers to digital platforms and the trend is still growing. As a result Network television has seen a drop in their ratings including popular shows like NFL games, which were ones regarded as untouchable staples of the American culture. In line with this, the number of consumers looking for high speed Internet has been on the rise.
As the lines that separate traditional TV and internet video become blurred, YouTube sees a grand opportunity and hopes to take advantage of it. About Six months ago, the video sharing platform launched its own take on a pay TV service, a package of about 40 channels for $35 a month, which came with YouTube’s personalization, an unlimited DVR in the cloud, and some online originals. The shows can be viewed on a mobile device, computer, or throw it on your big screen with a Chromecast. Yesterday, the company announced that they would be rolling out a YouTube TV app that will work natively on living room devices such as smart TVs, streaming boxes, and game consoles.
“When we launched the service, we positioned it as a mobile-first product. A lot of that was about breaking the association with the DVR and set-top box, this hardware in the living room you have to rent that gets outdated really quickly. We were trying to get people to grok that this is TV that lives on your phone, a cloud DVR, all of the above,” says Christian Oestlien, product management director at YouTube TV. “What we saw in practice was that the majority of our watch time was in the living room, through Cast. And the number one request we get from consumers is more options, native options, for the living room.”