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A Summary of

Olympic Ratings, Google Earnings, YouTube and Brand Advertising (Stratechery Daily Update 8-2-2021)

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Stratechery
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NBC struggles to lift Olympic ratings

  • Viewership has declined by 42% compared to the 2016 Olympics.
    • This is partly due to the lack of in-person audience due to COVID and partly because of the time difference between the US and Japan.
    • Part of a larger trend of declining viewership in broadcast television.
  • NBC will still make a profit, though likely a very small one.
  • NBC still plans to cover the Olympics indefinitely, because they allow NBC to showcase the "strength of our platform."

Google earnings see huge increases in the past two years

  • Google's parent company, Alphabet Inc. reported an increase of 62% this year. Last year Google was up by 55%.
    • The secular shift to digital advertising has worked in Google's favor, especially during COVID.
    • Google Shopping played a huge role in increasing their profits.
  • Google, like Facebook, is now focusing on conversions, not just advertising.
    • Google is selling ads using Machine Learning and AI, giving it the ability to work around iOS 14 changes.

YouTube benefits from TV viewership decline

  • YouTube advertising revenues were up by 84% this year.
  • YouTube has found through surveys that advertisers who shift a portion from TV to YouTube will have more success reaching their target audiences and will likely profit more.
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