In Graphic Detail: Why YouTube is a genuine threat to Netflix

December 18, 2025 Presented by The most telling point (so far) of Netflix's proposed acquisition of Warner Bros Discovery, HBO and streaming businesses came from the company itself. In pushing back on claims that the deal would be anti-competitive, Netflix co-CEO Greg Peters pointed to YouTube as a bona fide rival that it would still trail with Warner Bros stack — a point that would've sounded far-fetched not that long ago. That framing reflects a broader shift in how competition in video is actually playing out. Advertisement TOP STORY Marketing on Platforms In Graphic Detail: Why YouTube is a genuine threat to Netflix Digiday has charted exactly how YouTube is a real threat to Netflix, due to its dominance of watch time, user base and its ability to totally reshape viewing behaviors. OTHER THINGS TO KNOW First-party data offers publishers, commerce media networks and social platforms deeper insight into their audiences for targeting and measurement. Partner insights from Nexxen. A single-provider model dominates identity infrastructure, leaving gaps in customization. A more effective approach defines a strategic identity core and surrounds it with composable extensions. Companies retain provider control as they evolve their identity stacks. Partner insights from Adstra. With signal loss accelerating and traditional identifiers eroding, marketers can't afford to rely on stitched-together strategies. Partner insights from Blis. MARKETING Marketing on Platforms At Ebiquity, a new role signals marketing's shift from metrics to meaning Marketing has no shortage of data. Ebiquity is betting on judgement. Gaming & Esports Why brands are still showing up on Roblox Over the past year, Roblox has become harder for brands to ignore — not because it has resolved the challenges of digital commerce, but because of the scale at which younger consumers already use it. A MESSAGE FROM DISNEY CAMPAIGN MANAGER Disney Campaign Manager gives your buy a boost Wrap up the holiday season with a trusted ad partner that delivers results for your clients when it matters most. With Disney Campaign Manager, you get transparent reporting that lets you stay in control of all your campaigns from start to finish. You can easily launch, measure and optimize campaigns seamlessly from one simple-to-use dashboard. Sign up today and get an additional 10% in bonus impressions, on us. Learn more PARTNER INSIGHTS FROM URBAN ONE The ROI impact of representation, inclusivity and cultural fluency Nearly 80% of U.S. consumers believe Black Americans are influential, while 51% of Gen Z and millennials are more trusting of brands and products when Black consumers are accommodated for. Advertisement DIGIDAY + Member exclusive Media Briefing: The top trends in the media industry for 2025 This week's Media Briefing takes a look at the top trends from 2025, from digital advertising revenue performance to AI licensing deals. PARTNER INSIGHTS FROM META How advertisers maximize conversions post-holiday rush During Q5, CPMs decrease while cost-per-action reaches pre-Black Friday levels, according to internal data from Meta. PARTNER INSIGHTS FROM URBAN SCIENCE How relying on outdated audience data costs marketers Relying on outdated audience data is costing marketers around $26.8 billion, according to a recent ANA study. That’s why advertisers should be leveraging real-time insights to adjust campaigns and reduce wasted impressions. ICYMI Generative AI Digiday Scorecard: Publishers rate Big Tech's AI licensing deals Digiday has compiled a scorecard grading AI platforms to make sense of the growing number of players in the AI content licensing market. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy