Roku and YouTube are vying for your precious TV data

Smart TV companies And the flow The platforms track our viewing habits, turning them into gold for retailers and politicians who want us to broadcast, shop or vote a certain way. The market has ballooned in an era of excessive quarantine surveillance. Now, there is a surprising and surprising public disagreement between the two major players, Youtube And the YearGreat look at the billion dollar market based on what we’re watching.

In early May, streaming provider Roku contacted parents on YouTube The Google a “Monopolist without deterrent”, After the contract negotiations between the two collapsed. The contract to include the YouTube TV app on Roku devices has expired. The two companies negotiated the terms for the renewal, but Roku said Google had made several anti-competitive claims.

at e-mail For users, Roku said Google asked them to manipulate consumer search results in favor of YouTube videos, Google requested access to sensitive user data, and required Roku to use more expensive parts in its devices, which would increase the cost.

Google responded by calling the charges “Baseless and faulty.” When Roku removed YouTube TV from its devices, Google provided an alternative solution by making YouTube TV accessible via the main YouTube app. YouTube TV offers live TV broadcasts and sporting events, and markets itself as An attractive alternative For those looking to cut the cord on a traditional cable box.

The disagreement revealed what is most valuable about connected televisions: the data they capture and the advertising dollars they produce. In 2020, Connected TV ads Exceeds $ 9 billion, according to eMarketer.

severely Three-quarters Of American households have a TV that is connected to the Internet, either a smart TV or a device connected to an additional device such as Roku or Amazon Fire. This means that millions of people across the United States have agreed to some form of online tracking of their viewing behavior. This data Very valuable that’s all Smart TV ecosystem Revolves around her group.

Roku has it 50 million users It recorded a record 79% revenue growth during the pandemic. Pretty much before Advertising. Meanwhile, twice The largest possible number of users Watch YouTube on TV (whether it’s “smart” originally or with plug-ins like Roku or Amazon Fire) more than watching a PC.

When requesting comment, YouTube and Roku referred WIRED to Previously published Formulations In this regard.

It is well known that YouTube keeps tabs of what logged-in users see, collects data and uses that to drive more recommendations and adjust ads. This is no different from what the device providers call. “Monetization after purchaseThe many ways companies make money from what you see. Rocco Keep tabs What you watch, as you do TV makers Like Vizio, LG, and Samsung.

As with social media companies, more users mean more data, and more advertising revenue. Smart TVs and connected devices use an A technique called ACR (Automatic Content Recognition) to keep track of everything you watch. From there, they deduce certain things about you.

Does the user watch Nickelodeon often? Maybe they have children. Do they see local news in the morning, but nothing in the afternoon? They might be an early riser and still be traveling for work. All this information is useful for advertisers who want to put their message in front of the right person at the right time.

Roku’s recent moves indicate that it plans to be more than just a streaming provider. In 2019 I got DataXu, Analytics Company We specialize in splicing Single user for all the devices they use to broadcast. Since then, Roku has had it He renamed the company And she began to shine a light Her own ability To set ads targeted to specific audiences (single men who love hockey, young parents who support environmental issues, etc.) as they move from TV to tablet etc.

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