In recent years, the popularity of subscription video-on-demand services has brought more choices for consumers as well as an increase in competition for well-established video giants like Netflix, with traditional television networks and video providers tapping into the format. HBO Max, which launched first in the United States in May 2020, saw 31 percent of consumers using the platform weekly during the last quarter of 2021, up from the 18 percent reported in the same period of the previous year.
Online video subscriptions might not be the only challenge that traditional TV will have to endure in the next years. In parallel of being the quintessential video platform of the internet, YouTube is increasingly equated to mainstream TV, with 42 percent of viewers in the United States reporting to consider watching content on YouTube like watching TV. Additionally, YouTube now dominates the rankings for preferred platform to watch short videos, after embracing the format in 2020 after it was popularized by TikTok.
