In just eight years, YouTube TV has become a significant pay-TV provider in the U.S., boasting over 8 million subs. It disrupts traditional viewing with innovative features like unlimited DVR and Multi-view. However, its approach to advertising has raised concerns among industry stakeholders during recent upfront presentations. Critics argue that YouTube TV's data-driven model hinders collaboration with programmers, leading to unsold ad inventory not being reused for resale, diverging from conventional practices. This tension highlights challenges in the changing landscape of pay-TV advertising.
In practical terms, that means that any unsold inventory is not made available to programmers for resale or for promotional purposes, as has historically been the case.
Viewers have embraced its new-model interface, which substitutes curation and algorithms for old-school channel-flipping, as well as features like Multi-view and an unlimited DVR.
While programmers and distributors often clash (usually over carriage fees), they do share the objective of selling as much ad time as possible.
A clear majority criticized YouTube TV for what they said was a lack of collaboration and a willingness to waste ad inventory.
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