• by Wayne Friedman , Staff Writer, 6 hours ago

Have we just hit a new level -- a real game-changer -- when it comes to linear TV networks squaring off with streaming TV world?

YouTube averaged a big 16.2 million Nielsen-measured (and YouTube first-party data) for an NFL regular-season game -- the one in San Paulo, Brazil featuring the Los Angeles Chargers upsetting the perennial Super Bowl champion Kansas City Chiefs. (And okay, it was exclusive. That didn’t hurt viewership).

Consider that NFL regular-season games on all its other platforms last season achieved an average of 17.5 million. This puts YouTube on a level (or at least in the same ballpark) with the linear TV networks, Netflix and others (especially for live sporting events).

If you have been shrugging your shoulders over YouTube becoming dominant and ascending in TV-video U.S. share -- now around 12%, according to Nielsen’s monthly Total TV measure -- you have something to think about beyond typical YouTube content featuring crocheting lessons, loud, combative podcasts, and Mr Beast stunts.

Think specifically about a new way to compete for your attention: YouTube Vs. “Sunday Night Football," YouTube Vs. “NCIS," and YouTube Vs. "Hannity."

Live sports bring immediate and valuable engagement to the likes of streamers: Netflix (the Christmas Day NFL content and special boxing events), and Amazon Prime Video (“Thursday Night Football”).

What happens next? It may not be bigger, dramatic live content -- just mid-size, but still important, staple legacy TV content that devoted viewers follow.

Think about possible exclusive episodes of well-known brand TV series: NBC’s “The Voice,” ABC’s “American Idol,” Bravo’s “The Real Housewives” and TLC’s “90 Day Fiance” or “Sister Wives.”

These are efforts to grab attention as the streaming world dilutes -- or in many cases eliminates -- legacy "time period" scheduling strategy, making things a bit more complex.

Want to dip into an important political podcast (real-time or otherwise), a jazz guitar lesson, a new season of Netflix’s “Virgin River” or a live Major League Baseball playoff game? Your choice. But how to market that content?

Other competitive parts of the now diverse, broader digital media world still pursue your attention and your time.

The immediacy of real-time content -- the impact of which can quickly disappear -- becomes important.

And just in case you were wondering, YouTube is still also your backup: It does have a replay of the Sao Paulo NFL game -- if you want to catch up.