I love headlines like this

Netflix’s Threat Isn’t in Hollywood. It’s YouTube

Because they’re a great reminder that your biggest competitor probably isn’t what you’d consider a direct competitor.

YouTube is actually larger than Netflix right now. And growing! And it made more money than Netflix last quarter! It’s an ad-supported service… but has more than 100 million subscribers.

You don’t compete with substitutes, you compete with everything those dollars could be spent on.

Also, YouTube is underrated by many marketing plans. (Probably because it’s not easy or quick.)