YouTube TV Wins When Something Is Happening Now, Morning Consult Finds

}
YouTube TV has a very clear identity in the streaming pecking order, and it looks a lot like cable without the box, researcher Morning Consult says about the Google-owned virtual multichannel video programming distributor (vMVPD).

In a new report analyzing brand strength across live TV and streaming platforms, Morning Consult found that YouTube TV’s edge is not entertainment discovery or emotional comfort. It is utility. After controlling for brand size, the service shows strong mental advantage in live sports, morning news and the familiar “TV is on in the background” use case. Translation: YouTube TV is what people turn on when something is happening right now.
Download