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Enders Analysis provides a subscription research service covering the media, entertainment, mobile and fixed telecommunications industries in Europe, with a special focus on new technologies and media.

Our research is independent and evidence-based, covering all sides of the market: consumers, leading companies, industry trends, forecasts and public policy & regulation. A complete list of our research can be found here

 

Rigorous Fearless Independent

Although YouTube’s total viewing in the home is flat year on year, it continues to strengthen on the TV set: this is driven more by older users than a transfer of viewing from devices.

YouTube has become a clear destination service on the TV for younger audiences—who are more likely to go directly to the app and stay for longer—while older viewers tend to channel-surf before switching to YouTube.

TV growth appears to be stoking the communality of the service: YouTube’s co-viewing minutes overtake solo during prime time, mirroring traditional viewing behaviour associated with broadcasters and SVODs.

Claire Enders, founder and chief executive of Enders Analysis, said the idea of a tie-up between BBC Studios and Channel 4 was "a perennial that flowered every so often".
 

Although BBC Studios could end up as the ultimate home for Channel 4, Priya Dogra, who became Channel 4 CEO in March, had already taken steps to improve its financial footing, such as winning Skydance-owned Channel 5's advertising sales business, Enders said.

"We're very far from a situation where Channel 4 is a failing firm," Enders added.



 

The push gives platforms an incentive to control both sides of the equation: media buying and the creative feeding it. As Enders Analysis senior research analyst Jamie MacEwan said, “This is absolutely about ad platforms who have invested heavily in AI using it to solve their own problems.”

“The more creative is automated within the platform’s systems, the greater the scope for them to introduce format innovations and optimize performance across placement and creative,” MacEwan said.

Opus said its interest in the consumer business “remains unchanged”.

However, Enders Analysis described BT as a “buyer of last resort” and warned the ramifications of a TalkTalk collapse would have been “very serious”.

Its analysts wrote: “Some of BT’s competitors may well protest but unless they actually make an alternative offer for the company, the failing firm theory is proven.”