Sonja
In a world where everyone has access to virtually every kind of technology, creating a content monopoly is virtually impossible. Old forms of entertainment die out quickly, and new ideas, regardless of how popular they are (Vine, anyone?) are often outpaced by the competition. Despite the limitless array of content available to us, the general Internet consensus is that video reigns supreme.
Around 60% of global internet traffic is dedicated to streaming videos, whether they be full-length movies, promotional videos, independent creator videos, tv shows, or something else entirely. Despite the broad array of video content available online, one company has managed to keep a stronghold on the genre of content made by independent creators: YouTube. Thousands have tried, but none have succeeded at taking down the video giant, leaving YouTube at the top of the video food chain for more than a decade.
Though primarily used to view independent content created by so-called “YouTubers,” YouTube has attracted a diverse group of content creators, allowing it to maintain a stronghold on the video market. Now, YouTube has become the first resource for music videos, podcasts, award shows, talk shows, and even educational videos and lectures. But what has kept them going strong for all these years, and how has no one managed to infiltrate their monopoly?
Here is our theory: diversity is what keeps them running.
Companies like Vimeo have tried to sneak their foot in the video door but ultimately have not seen even a fraction of the success of YouTube. Perhaps the trouble with Vimeo is that, unlike YouTube, it is not completely free and sets upload restrictions on its users. Perhaps Vimeo simply didn’t manage to gather as diverse an array of creators to their platform. No matter the reason, we can probably agree that we won’t be sitting down to watch Vimeo and relax when we get home.
Offshoots like EllenTube and GodTube have attempted to take advantage of the video craze, but due to their limited content, these also barely passed muster. EllenTube was designed to share exclusive content with Ellen’s followers, but considering you can see most clips of the show on YouTube, this one didn’t really take off.
GodTube is exactly what it sounds like: a Christian based video platform intended for family-friendly content geared towards Christian viewers. While this could be an interesting idea for the extra-devout, GodTube simply doesn’t have the variety of YouTube.
Want to turn on 2 hours of TV for your dogs so they stop trying to stand on your computer? YouTube has that. Want to listen to your favorite spiritual advisor talk about enlightenment? YouTube has that. Want to meditate? YouTube has that. Want to watch an old episode of Hannah Montana? YouTube has that. Need advice on how to use a new makeup product? YouTube has that. Wondering how to change the oil in your car yourself? YouTube has that, too.
The base problem for most competing video companies is that YouTube already has EVERYTHING.
This one platform has an incredibly diverse group of content creators, housing everything from content from major corporations to a video your nephew made in the back yard with his friends. Their reach is also far too broad for competitors to match, so unless YouTube plans to release video tutorials on how to become a massive video streaming company, it doesn’t look like they’ll have much competition in the future, either.
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