YouTube’s parent Google is increasingly demonstrating a determination to morph the popular video site into a bona fide competitor for cable and streaming sites. The latest evidence of this comes with the recent launch of YouTube Live.

The new live event streaming service will be available from the YouTube Live home page, which highlights current and upcoming streams of live events.

The official YouTube blog states that though the initial number of streaming partners for the venture will be small, Google’s plans for the offering are grandiose:

“The goal is to provide thousands of partners with the capability to live stream from their channels in the months ahead . . . In order to ensure a great live stream viewing experience, we’ll roll this offering out incrementally over time.”

YouTube is also reportedly looking at offering up to 20 premium channels in the near future, each featuring 5-10 hours of original, high quality content each week. It is yet not known what the pricing model for this option would be.

YouTube’s moves to expand beyond its basic model should have its potential competitors, especially Netflix, concerned, according to Wedge Partners analyst Martin Pyykkonen:

“We believe the threat to NFLX from GOOG’s moves to add higher value content to YouTube is substantial.  YouTube is easily the most watched provider of online video in the world. . . . Perhaps the most significant advantage that GOOG has in competition with NFLX is the widespread distribution of the YouTube streaming application on consumer devices such as the iPhone, Apple TV, Android, BD Players, IP-enabled TVs, etc.  Unlike other streaming video competitors, YouTube is on nearly every device platform on which NFLX is running today.
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 We believe that it is this platform distribution in particular that gives GOOG a significant leg up on the competition vs. NFLX.  Time will tell how aggressive GOOG will be in competing with NFLX, but we think the threat is substantial.”

Things are heating up every day as the industry competes for your precious viewing minutes and even more precious dollars. Can YouTube upgrade its offering to emerge as a serious threat to Netflix and others?
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(via PC World and The Wall Street Journal)