YouTube Awards Streaming Numbers Miss Expectations

Read original story at Ad Age

Last night, YouTube put on its first awards show. The idea was to allow viewers to vote on music videos, which would subsequently take home awards for traditional categories that receive awards at other events; this would be different because of the user input. What’s more, YouTube was counting on viewers showing up for the live stream digitally. This was to be an example of the video company’s live streaming prowess. However, Livestream reported a count of just over 800,000 viewers, and according to Ad Age, who tuned in to see who would show up, the highest concurrent viewer numbers were only 217,244.  It seems as though YouTube has a bit of a ways to go before they’re ready to genuinely take on TV networks and award ceremony coverage, particularly in the face of cord cutting technology more broadly.