THE APEX TIMES
A marketing and media analyst argues that Meta’s video ambitions are a direct strategic threat to YouTube, citing YouTube’s estimated 16% share of TV viewing time and Meta’s push to extend video formats on connected TV.
Video competition in premium online viewing is tightening, and one prominent Silicon Valley commentator says Meta is preparing to take a much bigger bite out of YouTube’s turf. Scott Galloway, speaking in commentary carried by Yahoo Finance, argued that Meta is “clearly coming for youTube,” framing it as a deliberate shift from social feeds toward longer-form television-style viewing.
Galloway’s central metric is a comparison of time spent watching TV-style video. In his view, YouTube accounts for about 16% of TV viewing time, which he described as roughly double Netflix’s estimated 8%. The point of the comparison was not a precise accounting exercise in his remarks, but a way to emphasize how large YouTube’s audience appears to be when viewers are consuming television-like content.
The threat, according to Galloway, is not limited to Meta’s existing social reach. He suggested that Meta’s distribution advantages and product experimentation make it plausible for Meta to escalate the battle for time on connected TVs, where longer viewing sessions can translate into stronger advertising demand.
A key element of the forecast, in Galloway’s framing, is Meta’s experimentation with longer video formats. He pointed to Instagram testing videos that can run up to 90 minutes on television, a feature designed to bring more of Instagram’s video ecosystem into a TV viewing context rather than keeping it primarily within smartphone feeds.
The idea behind longer Instagram video on TV is straightforward: if platforms can keep viewers watching for longer sessions, they can potentially sell more premium ad inventory and build habits that are harder to switch away from. For YouTube, which already occupies a large portion of “TV time” in Galloway’s estimate, that creates pressure to defend both audience time and the monetization patterns that flow from it.
Alphabet’s YouTube does not operate in a vacuum, and the competitive environment is increasingly shaped by platforms that can move audiences across devices and contexts. Meta, with its large social graphs and ad systems, has an incentive to convert social attention into longer-form viewing, especially as connected TV becomes an ever more important screen for video consumption.
Still, there are limits to what can be concluded from the commentary alone. Galloway’s claims are presented as analytical interpretation rather than as new disclosures from Meta or Alphabet, and the exact figures he used for “TV viewing time” were not accompanied in the post to detailed methodology or data provenance. Neither Meta nor Alphabet, in this material, provided a specific product launch timeline, confirmed adoption rates, or detailed viewer-measurement results tied to the 90-minute Instagram testing.
For now, what to watch is whether Instagram’s longer-form TV testing expands, how quickly it scales beyond trial surfaces, and whether Meta’s longer video efforts translate into measurable changes in viewer time versus YouTube. On the Alphabet side, the key question is whether YouTube adjusts its content and partnership strategy to defend TV-like viewing share if Meta’s TV distribution matures.
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