Competitors of YouTube (Competitor analysis of YouTube)
This article aims to study the main competitors of YouTube. YouTube is an American online video-sharing platform, founded in 2005. It is a subsidiary of Google. Its performance has been skyrocketing since it was taken over from the original three founders i.e. Jawed Karim, Chad Hurley, and Steve Chen. Its market dominance has been undisputed for so long that some people ask: ‘does YouTube have a competitor?’. Well, the answer is ‘yes’ regardless of how dominant YouTube is in many countries around the world.
Who are YouTube’s main competitors?
There are number of platforms that compete with YouTube. To explore the main ones, this article looks into two industries i.e. online video-sharing industry and online video advertising industry.
Competitors of YouTube in online video-sharing industry
As an online video-sharing platform, YouTube has a number of competitors e.g. Vimeo, Dailymotion, Twitch, Wistia, Metacafe, Vube, Flickr, Sprout Video, Metacafe, Veoh, TikTok, and Dtube. According to a survey in November 2018, YouTube is the leading video platform in the USA. It was reported that 90% of the Internet users used it to watch videos, whereas only 9% users used Vimeo for the same purpose (Clement, 2019).
Vimeo is a close competitor of YouTube. It is a video hosting and sharing platform, headquartered in New York, the USA. It was founded in 2004. Like Vimeo, Dailymotion is also a big competitor of YouTube. It was founded in 2005, and headquartered in Paris, France. Another company that has emerged as a good competitor is Twitch that has used an excellent niche i.e. video game live streaming. It is a subsidiary of Amazon.com Inc.
In India, YouTube is challenged by TikTok. TikTok is a Chinese short video sharing platform, launched in 2016. Its biggest foreign market is India with an estimated 120 million users. However, to counter the challenges from TikTok, YouTube has announced limiting YouTube Shorts to 15 seconds (BBC, 2020). Apart from TikTok, YouTube also faces a number local competitors in the Indian market.
Competitors of YouTube in online video advertising industry
Clement (2020) reports that YouTube’s global advertising revenues in 2019 was worth around 15.15 billion U.S. dollars. Unsurprisingly, YouTube is a key player in online video advertising industry in Europe. According to European Audiovisual Observatory (2018), YouTube and Facebook together had over 50% of this market share in Europe in 2018; hence Facebook the biggest competitor of YouTube. In the USA, the main players challenging YouTube are Facebook, Snapchat, Twitter, and Instagram (IGTV).
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Last update: 30 October 2020
BBC (2020) TikTok: YouTube launches rival to be tested in India, available at: https://www.bbc.co.uk/news/business-54156997 (accessed 27 October 2020)
Clement, J. (2019) Leading online video platforms in the United States in November 2018, based on reach, available at: https://www.statista.com/statistics/266201/us-market-share-of-leading-internet-video-portals/ (accessed 26 October 2020)
European Audiovisual Observatory (2018) YouTube and Facebook together net over 50% of the online video advertising market, available at: https://www.obs.coe.int/en/web/observatoire/home/ (accessed 25 October 2020)
Author: M Rahman
M Rahman writes extensively online with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.