As the industry gears up to attend CES this week in Las Vegas, I’m reminded of an invention that enthralled the conference 20 years ago: Web TV. The device promised a new era of entertainment, where television and the internet would converge to give consumers the best of both. They could channel surf and web surf, all while sitting in the comfort of their living room.
But despite the promise of a new, interactive entertainment experience and technology that was state of the art for its time, Web TV never really took off. The hardware was clunky—imagine the old low-definition TV’s of the past, sitting on a set-top box with a keyboard and a modem. The software was slow and hard to navigate. And though there were great things to watch on television, there wasn’t much to do online; no one really wanted to check their email on their TV.
Web TV never really took off, but 20 years later, we’re finally fulfilling the vision of bringing hardware, software and fantastic content together to create an unrivalled living room experience.
Start with the hardware. The latest TV’s are as thin as picture frames and look like art, with high-end displays that render the world into sharp, brilliant relief. They’re also smart from the start, internet-enabled and able to connect wirelessly to your home network. Connected TV sales have grown ten percent in just the last year. If your TV isn’t connected, set-top boxes like Roku, smart sticks like Chromecast, and gaming consoles like XBox One X can unlock incredible libraries of entertainment on nearly any TV. And the latest smart speakers from Google and Apple let you ditch the remote entirely and navigate with the sound of your voice.
As for software, it’s now as important as hardware. TV apps can give you features and experiences you could have never dreamed of before. At YouTube, we’ve worked hard to build an experience that works on every screen. When YouTube first launched, it was something you only watched at work or on your computer; now it’s second nature for people to watch it on their phones or in their living rooms. In fact, TV is actually our fastest-growing screen at 70% year-over-year. Two out of three YouTube users say they watch YouTube on a TV screen, and watch time of YouTube on living room devices now tops over 100 million hours per day.
And that leads to the third point—online video has exploded, creating a golden age of content we couldn’t have imagined 20 years ago. Today, you can seamlessly switch from watching live sports on a national network, to the latest Netflix original series, to your favourite music video, to doing Yoga with Adriene—a YouTube yogi with nearly 3 million subscribers. All that choice can be daunting, but recommendation algorithms are getting better and better at surfacing content you’ll want to watch—over 70 percent of time people spend watching YouTube is driven by our recommendations.
These developments have all led us to a watershed moment, fully realizing the potential of what an internet-enabled TV experience can be. But it also frees us up to push past this moment and unleash a new wave of TV innovation. It means we can embrace new formats like 4K and HDR video because platforms like YouTube have so much of that content to enjoy. It means we can create more social experiences, whether connecting fans with their favourite stars through comments, posts or live chats; or connecting them to each other through cowatching experiences that allow people in different places to enjoy the same content at the same time.
And with new over-the-top services like YouTube TV, Sling TV and DirecTV Now, we can undergo the biggest change of all: enjoying live TV without the commitments that come with cable. Cable TV revolutionized the television experience, breaking us out of a three-channel world and ushering us into a golden age for the medium. But today consumers can finally get everything they love about TV, without the fees and annual contracts that come with cable.
In fact, they can get even more. YouTube TV offers unparalleled features and powerful experiences that aren’t constrained by the cable box, like an unlimited cloud DVR, personalized recommendations and an experience that works just as well on any screen. It’s no wonder cord-cutting grew by 11 percent over the last year and is expected to jump even higher next year.
When we at YouTube think about the future of TV, this is what we see—a future marked by greater choice, better quality content, smarter recommendations, more social experiences and fewer commitments. As I head to Vegas for CES this year, I’m betting it won’t take another 20 years.
The author, Neal Mohan is the chief product officer at YouTube.
Source: variety.com; 7 Jan 2018