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RU-vid is getting worse, and that’s because it HAS to.
It’s not just you imaging things…
RU-vid is forcing people to turn off their adblockers, recommending bad content, removing user feedback, allowing progressively worse advertisers on their platform and trying to keep up with every new trend in video. I hate to be the one to tell you but, it’s not going to get better from here. This video is not the billionth episode of RU-vidr complains about RU-vid, instead I want to look at the four business fundamentals driving decisions that is already making the platform worse for creators and viewers. Of these companies only Meta’s Facebook competes with RU-vid’s core offering of user generated video on demand but that is secondary to Facebooks core functionality of keeping you up to date with what the boomers are angry about.
All of the other platforms operate in a niche, like shortform content on Tik Tok, live video streaming on Twitch and Servicing the Chinese market for Bilibili. These sites don’t compete with RU-vid, but RU-vid does compete with them. Months after TikTok started gaining market dominance RU-vid reacted by launching RU-vid shorts, and the site also competes directly with twitch for live stream content. The biggest missed opportunity is premium paid content. RU-vid operates by making a tiny amount of money off a massive amount of people, and that means the content on their site is necessarily low budget. The largest creators on the platform may wow viewers with how much they spend on their videos, but even Mr Beast is only creating something that is akin to a mid-budget reality TV show.
He also produces less content than a similar show that would air on traditional media outlets because his videos are shorter and released less frequently. Paid subscription streaming services or cable TV stations bring in a lot more money on a per viewer basis than RU-vid because everybody that uses their platform pays for it. A web-based service like Netflix also has an expense advantage over RU-vid on their content side. Netflix has to pay more to produce or license it’s content where RU-vid gets it for free from people uploading to their platform but in return Netflix has a more curated library of high value content. In a Bloomberg Feature from 2013 the company revealed that it compressed its entire library of movies and TV shows into a two point seven five PETAbite [2.75 PB] master catalogue. That’s two thousand eight hundred times a petabyte which is how much storage most high-end personal devices have.
Since that report there has been no reliable updates to the actual size of the Netflix library, but the number of movies and shows offered has actually shrunk since then, compression has got better, and Netflix has NOT rolled out any new features like higher resolutions that would demand more storage. RU-vid has that much data uploaded to its servers EVERY SINGLE DAY. Netflix and other streaming services pay for their content through licensing deals, RU-vid pays for its content by handling billions of videos that will never get a single view so they can keep the tiny fraction of videos that do bring in revenue. There are no new people left to sign up to RU-vid, everybody that wants to watch videos on the internet will already use it unless they live in a country where their access is restricted.
When billions of gigabytes worth of data are being uploaded on servers every day the only thing, the company has left to do is switch from getting more users to getting more out of the users they have. There is only so much space on the sites home screen and recommendations side bar so all of these options are leaving less room for the stuff that people usually come to RU-vid for.
For those of you who do use an adblocker don’t feel too smug just yet, because it’s time to learn How Money Works to find out why RU-vid HAS to get worse.
9 окт 2023
