The popular video sharing platform YouTube wants to be more than just a video streaming service. With a plan to move forward, the company has been readying itself to go beyond its initial goal, and that is to replace cable TV service for real.
On February 28th, 2017, YouTube announced YouTube TV, a "live TV designed for the YouTube generation - those who want to watch what they want, when they want, how they want, without commitments."
At an event in California, the company today announced the virtual cable TV that is similar to the likes of Sling TV or DirecTV Now.
According to YouTube's CEO Susan Wojcicki, with a $35 a month price (a single subscription can include six accounts), users can have access to a series of live broadcast and cable channels.
To make the feature more interesting, YouTube TV also includes a feature called Cloud DVR that allows users to save an unlimited number of shows. But to use this feature, users need to be connected to the internet.
What makes YouTube TV unique is that YouTube wants to embrace younger "millennial" generations to watch TV. The company said that those people prefer to watch TV in the same place they watch all of their contents. So with YouTube TV, the company wants to create an experience that "works as well on your phone as on your desktop," as well as all users' other devices.
So the strategy YouTube TV is having, is to attract those mobile-loving younger audiences who are not interested in the pricier traditional cable and satellite packages.
"Millennials love great TV content, but what we've seen is they don't want to watch it in the traditional setting," said Wojcicki.
To compete with cable TV providers, YouTube said that it's also focusing on providing a solid customer service experience. Users can call, email or chat with customer service straight from the YouTube TV app.
As a service with a different goal, YouTube TV is a completely separate app from the original YouTube app. When accessing the app, there are three main sections: Library, Home and Live.
Home is the central tab that shows off suggestions based on YouTube's own AI-powered recommendation as well as new shows that it thinks the user will like. The Live section is where users can surf for channels. To record a live show, users can simply tap on the '+' button. The Library is where users can find their favorite shows as well as their recordings.
Shows on YouTube TV are having their own page listings for information like episodes, casts and related shows.
As a separate app, YouTube TV has no direct integration with YouTube Red which is also a paid service from the original YouTube. While users can have access to YouTube Red originals through YouTube TV, they aren't having features like playback on mobile or a Google Play Music subscription.
YouTube TV subscribers that is also a YouTube Red subscribers won't see videos with ads. However, contents from broadcasters still have ads.
YouTube is rolling out YouTube TV, starting in New York, Los Angeles, San Francisco Bay Area, Chicago and Philadelphia. The service is officially available as of April 5th, 2017.