Will the UEFA Champions League final be a turning point for YouTube?

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YouTube was created in 2005 by three former PayPal employees who saw a niche in the online video clip market. Originally the content was uploaded by individuals, but media companies have increasingly understood the value of it to attract the age-old audience that tunes in to YouTube sensations like PewDiePie and Logan Paul.

BT Sport should be confirmed shortly that it will show the final of the Champions League between Liverpool and Tottenham live on YouTube on June 1st.

The success of the English clubs in this year's competition – Manchester City reached the semi-finals – was a huge incentive for BT Sport, which paid an incredible £ 1.2 billion, surpassing Sky Sports, for the right to show the Champions & # 39; League in 2017.

The figures for the main European competition dropped before 2017, as it was no longer available on terrestrial TV and Spanish teams dominated the tournament with Real Madrid or Barcelona, ​​winning in the previous four seasons.

Last year, Liverpool finished in the final, losing only to Real Madrid, and this year they returned, facing the Spurs, who never reached the Champions League final or his predecessor, the European Cup.

BT Sport, which owns the TV rights until 2021, earns from a combination of advertising and subscriptions.

It is believed that they now have about two million subscribers, still far from Sky's six million.

But as in the previous three seasons, BT Sport would have consented to stream its coverage of the final from the Wanda Metropolitano Stadium in Madrid live on YouTube on Saturday 1 June.

This could be a blow to thousands of Britons, as many hard-up football fans could avoid the idea of ​​watching the game in a crowded pub where they have to pay £ 5 for a pint, and instead invite friends watching at home on YouTube on their smart TVs with beer cans at a fraction of the price.

Few other companies give away their sports coverage for free on YouTube as BT Sport does.

YouTube was launched in February 2005 by three PayPal employees – Jawed Karim, Steve Chen and Chad Hurley – who understood that the Internet needed a central hub where video clips could be shared and commented.

Karim later said it was the 2004 Superbowl – when Janet Jackson's nipple was shown to an audience of millions after her infamous "wardrobe malfunction" during an appearance with Justin Timberlake – which was her moment of lightbulb. YouTube was a phenomenal success – with 72 million individual visitors each month and 100 million videos viewed every day – and in October 2006 it was bought by Google for an incredible $ 1.65 billion.

In recent years, live streaming and the rise of "YouTubers" – influencers like PewDiePie, Logan Paul, El Rubius, DanTDM, Shane Dawson, JuegaGerman, Yuya and JackSepticEye – have enhanced the platform.

Last year Fortnite set a record for most people broadcasting an event on YouTube – 1.1 million people.

In 2015, YouTube had a billion users and a turnover of $ 4 billion, but it was only "in balance".

As of February 2017, more than 400 hours of content have been uploaded to YouTube every minute and a billion hours of content are watched on YouTube every day. In August 2018 it was classified as the second most popular website in the world.

In fact, YouTube has never made a profit, yet it is one of the most popular brands in the world and highly coveted by a number of media organizations and conglomerates.

YouTube earns a lot of money from the sale of advertisements, which viewers are forced to watch before they can access videos, and also earns from the sale of premium subscriptions and YouTube music subscriptions, where they compete with Spotify and Apple Music.

But it remains a very expensive operation to perform: pay large sums in royalties, bandwidth, storage and processing.

Google has tried to work out various ways to monetize the platform, but it remains stubbornly unprofitable.

YouTube has been transformed in recent years by the advent of smart TVs, which allow people to view YouTube on a big screen in the comfort of their living rooms or bedrooms.

In 2016 Endgadget predicted that in the near future about half of all under-30s will not pay any TV subscription due to YouTube.

So it could be that for big events like the Champions League final, the go to place will be YouTube.

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