YouTube: Cable Can't Handle Modern Viewer

There’s not a cable channel in the world that can meet consumers’ increasingly niche content demands, insists Suzie Reider, Head of Industry Development at YouTube. “That’s where online video comes in,” she told OMMA Global attendees on Tuesday.

How niche can the wide world of content get? We’re not talking 600 channels, according to Reider. “We are headed toward a world of 600,000 channels.”

But how big can these niche audiences be? Due to industry-wide audience fragmentation, niche online audiences are slowly approaching the audience size of top TV programming. (For example, Reider noted, Modern Family averaged 4 million viewers, last season, or a 6% share of viewership.)

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