Google executive chairman Eric Schmidt has claimed that YouTube has already overtaken linear TV.
YouTube recently passed the milestone of one billion unique visitors a month with Schmidt claiming a figure of 6 or 7 billion was more than possible.
“It’s not a replacement for something that we know,” said Schmidt in an advertiser presentation in Silicon Valley. “It’s a new thing that we have to think about, to program, to curate and build new platforms.”
Commenting on Eric Schmidt’s the remarks, Cass Business School Professor of consumer marketing, Vince Mitchell said YouTube was more complimentary than a rival to TV.
“Just like there is a different needs for cinema films, versus TV, there is also a different need for TV versus YouTube. Although we have some TV programmes on YouTube, and some YouTube programmes on TV, they will continue to serve different needs.”